The Deshmukh Agarbatti Brand: A Result of Hard Struggles

Shri MukendraBudhrao Deshmukh and his younger brother Jitendra Rudra Deshmukh, the founders of Deshmukh Agarbatti Company in Nagpur, have successfully established their incense brand in Maharashtra and neighboring states after years of struggle. In an exclusive conversation with Sugandh India, Jitendra Rudra Deshmukh shared, “Both my brother and I used to manufacture incense sticks and sell them by riding around on a scooter. Back then, most shopkeepers refused to take our products, which was very disheartening. We had no knowledge of distribution networks. Eventually, a few shopkeepers started accepting our products, and since our quality was excellent, we began receiving repeat orders. Within a few years, our products reached 10-11 districts of Vidarbha. Today, our supply extends across Maharashtra, Madhya Pradesh, and Chhattisgarh.”

The Journey from Manufacturing to Establishing a Brand

When asked about the company’s origins, Jitendra Deshmukh said, “Our business dates back to 1999. My father initially worked in photo frame manufacturing, but he was skilled with machines and developed a wood powder grinding machine. He also produced raw materials like loban and other incense components. Since wood powder was a key ingredient in loban, many industry people were in contact with my father and encouraged him to start something new. Eventually, he set up an incense manufacturing unit. After completing my studies, I took over the factory operations. At that time, our small production units were located in remote areas of Nagpur, where women would take raw materials, make incense sticks, and return them. Later, as machine-based manufacturing became common, my father built four machines for incense production, marking the beginning of our large-scale manufacturing.”

He further shared, “In 2016, an expo was held. I am a founding member of the Nagpur Agarbatti Association. Initially, we started with raw black incense sticks, which were sold loose. However, as machine-based manufacturing grew, most producers installed their machines, leading to a decline in raw incense buyers. We then decided to create our own branded incense sticks. We introduced masala incense, packaged them, and started selling them door-to-door on our scooter. Initially, shopkeepers rejected our products, and we felt discouraged. But my elder brother motivated me, saying, ‘Don’t give up. Any retailer who buys from us once will reorder.’ We persevered, and soon our brand gained traction. Our biggest challenge was that we didn’t know any distributors. Despite that, our hard work paid off, and today, we have around 50 successful running brands. Our products are supplied not just in Nagpur but across Vidarbha, Mumbai, Madhya Pradesh, and Chhattisgarh.”

Expansion Plans and Market Growth

Discussing current operations, Jitendra Deshmukh said, “We are currently manufacturing white incense sticks, black incense sticks, loban, and masala incense. We are also working on producing dhoop, dry sticks, and other incense products, which will be launched soon. Our main production is happening in seven to eight rural locations, 30-35 kilometers outside Nagpur, employing several families. Additionally, we are setting up a larger factory outside Nagpur.”

When asked about the industry, he commented, “The incense association is doing great work for the industry. The expos organized by the association provide manufacturers with valuable insights and knowledge. Earlier, most producers made only black incense sticks, but now many new products have entered the market.”

Nagpur’s Growing Fame for Loban Incense

Explaining why Nagpur is becoming famous for loban incense, he said, “This city has expertise in loban. During my father’s time, only two brands—Pakeeza Agarbatti by Munna Bhai and Taj Loban Agarbatti—were producing loban incense in Nagpur. They used to supply to the Shalimar brand. At that time, my father’s machines were used for grinding raw materials like loban and wood powder. Later, traders from Gujarat entered the market and appreciated our products, making loban incense highly popular.”

Regarding Deshmukh Company’s products, he said, “Our first major product was ShuddhNavratna, which became the driving force behind our success. It is priced at ₹10, with an MRP of ₹15. Another popular product, Namaskar, is available in ₹10 and ₹20 variants, with five fragrance options in each.”

Future Plans and Industry Challenges

On future plans, he shared, “We are soon launching pencil dhoop and sambrani cups. One of the major challenges in this industry is competing with large companies. Small and new businesses struggle to sustain themselves against established brands. We began manufacturing in 2017 and now have over 80 different perfumes. We are continuously working on introducing even better products. Last year, we launched Kasno and White On in zipper packaging, which have gained a strong market presence.”

Speaking about the future of the incense industry, he confidently stated, “As long as the world exists, the incense and dhoop business will continue to thrive.”

Highlighting the role of Sugandh India magazine, he added, “This magazine provides us with valuable insights into industry trends, new products, and what major companies are doing in the market. It is a commendable initiative that benefits manufacturers like us.”