SCENTING SUCCESS ACROSS INDIA – SHREE JALARAM FRAGRANCE
Shree Jalaram Fragrance’s Multi-Product Expansion
Pushing Innovation in the fragrance industry with Herbal Incense,Camphor Pods, Watercooler Perfume and many more: Vivek Thakral. Shree Jalaram Fragrance Private Limited, based in Nagpur, is a family-ownedbusiness specialising in incense products. The company was established in 1959.Vivek Thakral, who joined the company in 1991, now leads Shree JalaramFragrance. In an exclusive interview with Sugandh India, Vivek Thakral sharedhow Over the years, the company has diversified its product line, manufacturingagarbattis (incense sticks), traditional wet dhoop, camphor, and otherpuja-related products. The company boasts a catalogue of over 1,000 incenseproducts, including popular brands such as 4-in-1 Classic Fragrances Forever,Shreejai Mogra, Abhinandan, and the relatively newer but best-selling KedarnathLoban. The latter has quickly gained traction, while the older brands havemaintained a strong market presence for 15 to 20 years.
Most agarbatti packets arepriced affordably at ₹10each. Recently, the companyintroduced zipper-packagarbattis, priced at ₹25, ₹50, and ₹100per zipper, catering to evolving consumerpreferences. Maharashtra, Gujarat,Rajasthan, Uttar Pradesh, Telangana,and Karnataka are their primary markets.Bihar has emerged as the most responsivemarket, according to Vivek Thakral. Thecompany also maintains a small butgrowing export market. With itscommitment to quality and innovation,Shree Jalaram Fragrance continues tostrengthen its presence in both domesticand international markets.Vivek shared an optimistic outlook onthe agarbatti industry, noting its promisingfuture driven by constant innovation.According to him, a segment of theindustry is evolving to incorporateapplications aligned with medical science.Thakral highlighted the emergence ofincense products curated to offertherapeutic benefits, such as relievingheadaches, promoting relaxation, andenhancing mood. “Our company alreadyproduces some of these innovative incenseproducts,”he stated, adding that withfurther research and development, suchproducts have the potential to function asnatural healers. This intersection oftraditional incense manufacturing withhealth and wellness applicationsunderscores the industry’s shift towardscatering to modern consumer needs,ensuring continued growth and relevance.Vivek Thakral, an engineer with amanagement degree, revealed that joiningthe agarbatti industry was not his originalplan. Recalling a pivotal conversation withhis father in 1992, he shared, “It was my father’s words that convinced me to enterthis business.” At the time, he started withjust two workmen. Today, the company hasgrown significantly, employing 350workers—a transformation he attributes tothe grace of God.
Having spent over three decades in theindustry, Thakral expressed his deep senseof fulfilment. “I cherish every moment ofthis journey,” he said, highlighting the joyit has brought him. In 2000, this sense ofgratitude inspired him to organise aninformal three-day gathering fordistributors and theirfamilies. This strictlynon-business trip included children andaimed to foster camaraderie and build alarger sense of family among stakeholders.This unique initiative proved to be both amorale booster and beneficial for businessrelationships.
In 2006, Thakral took another innovative step by launching a franchise system called Sugandh Shoppe. These retail outlets, operating under the tagline“Something for very near to God,” offer awide range of puja and fragrance-relatedproducts. Currently, 55 to 60 stores operateunder this brand in Nagpur and other citiesin Maharashtra and Karnataka. Thakralclarified that Sugandh Shoppe serves as themarketing and retail arm for JalaramFragrance’s products, with the franchisemanaged by his younger brother, who isnow spearheading its expansion. Thisstrategic venture continues to strengthenits foothold in the incense and pujaproducts market.
Vivek shared insights with SugandhIndia about the company’s ongoing focuson developing incense products withmedicinal benefits. One such productunder development aims to provide relieffrom cough and cold when inhaled. In linewith their commitment to natural andsustainable products, the company is alsoworking on Loban-based herbal incensesticks. These sticks will be free fromchemicals and synthetic materials, relyingentirely on natural components. Thakralhighlighted the use of resinoids, aromaticsubstances extracted from resinousmaterials such as gums, balsams, oroleoresins from plants. Commonly usedresinoids include Benzoin, Frankincense,Myrrh, Labdanum, and Storax. Theseconcentrated extracts retain the fragrantessence of the originalplant material,making them ideal for crafting herbalagarbattis.The company is further innovatingwith flora-infused herbal incense sticksand pure herbal agarbattis made exclusivelyfrom natural herbs and essential oils.Unlike traditional incense products, thesevariants do not use synthetic perfumes orchemicals. “The pure herbal agarbattis weare developing create a soothing and long-lastingeffect for our customers,” Thakralstated.
These advancements reflect JalaramFragrance’s commitment to blendingtradition with modern wellness trends,paving the way for natural, eco-friendlyincense products in the market. Vivekexplained the concept of pre-perfume, acritical step in incense production. Pre-perfumeserves as a base layer applied toraw incense sticks, enhancing fragranceadhesion, longevity, and burning quality. Itbalances scent profiles, reduces the relianceon top-layer perfumes, and creates aharmonious aroma. Vivek highlighted thathis company also manufactures raw-batti(raw incense sticks), which are typicallysourced by most manufacturers fromexternal suppliers. These raw sticksundergo further processing to achieve thedesired fragrance tone, texture, and body.However, Jalaram Fragrance’s proprietarymethod forconverting raw-batti to scentedagarbattis is highly efficient, requiring 80%less perfume than traditional processes.This innovation not only results in asoothing scent but also ensures that thefinal product is environmentally friendly.
Looking to diversify… the company isplanning to venture into the roomfreshener and perfumed candle markets.Expressing his pride, Vivek shared that thisinitiative is being spearheaded by hisdaughter, who joined the business 18months ago. “She came up with the ideaand has been working hard to developunique perfumed candles,” he said. Withher expertise in creating a variety ofperfumes, the project has become herdedicated focus. These developmentsunderscore Jalaram Fragrance’scommitment to sustainability, innovation,and exploring new market opportunities,strengthening its position as a leader in theincense and fragrance industry. ShreeJalaram Fragrance Private Limited hasexpanded its portfolio to include roomfresheners, with a unique focus on watercooler perfumes. Theseconcentratedperfumes require only a few drops in awater cooler to fill large spaces withfragrance, making them both efficient andeffective. When asked if this was a newtrend, Vivek clarified, “No! But we broughtit back.” He explained that water coolerperfumes, particularly those scented withKhas and Kewra, were highly popular in the1990s. However, their demand waned afterthe rise of traditional room fresheners andelectronic air fresheners post-2006.Despite this shift, Thakral noted that asignificant portion of the population stillrelies on water coolers, especially in regionswith extreme heat. Highlighting the localmarket, he said, “Our primary market wasthe Vidarbha region, including Nagpur,where summers are notoriously harsh.”
Thakral attributed the renewedrelevance of water cooler perfumes toglobal warming, rapid industrialisation,and urbanisation, which have intensifiedheat across the country. In response tothese changing dynamics, the companyplans to relaunch water cooler perfumeswith a Pan-India rollout next year. Thisinitiative reflects Jalaram Fragrance’s strategy to revitalise a nostalgic productwhile addressing contemporary needs,tapping into both urban and rural marketsaffected by rising temperatures.
Vivekhighlighted the surging popularity ofcamphor pods, which he described as thenext big trend in the fragrance market. Thecompany produces perfume-basedcamphor pods under the Aqua brand,which has already gained strong traction.“These portable aromatic pods can be usedin bathrooms, almirahs, cars, and more,”Thakral explained. A unique feature ofcamphor pods is their enhanced freshnesswith rising temperatures, making themespecially effective in warmer climates.Building on the success of Aqua, thecompany plans to launch a Rose-fragrancedcamphor pod soon. Currently, threevariants are available in the market, withplans to introduce 25 new options shortly.
Thakral also underscored theincreasing demand for bamboo-lessincense sticks, another innovative productfrom the company. These sticks, availablein sizes ranging from 3 to 8 inches, cater tovaried customer preferences. Among them,6-inch bamboo-less sticks are the mostpopular, with sizes 6 and 8 priced at ₹50and above, while smaller sizes like 3 and 4inches retail at ₹10. “The future of bamboo lessincense sticks is very bright,” Thakralremarked, noting the versatility andsustainability of this product line. Witheight to ten variants already on offer, thecompany is well-positioned to capitalise onthis growing trend. These developmentsreflect Jalaram Fragrance’s focus oninnovation and adaptability, catering toevolving customer preferences whileexpanding its footprint in the fragranceindustry.
