The legacy of quality since four generations: Himalaya Dhoop-Agarbatti Industries
Himalaya Dhoop-Agarbatti Industries has been perfecting the art of crafting exquisite incense products for several decades. From the scenic landscapes of Punjab, Haryana, Himachal Pradesh, and Jammu & Kashmir to the vibrant states of Madhya Pradesh, Chhattisgarh, Gujarat, Maharashtra, Uttar Pradesh, and Bihar, their incense offerings have captivated the senses of people all over India. Renowned for their exceptional and long-lasting fragrances, Himalaya’s products have earned the trust of top-of-the-line companies in Bengaluru, the heart of high-quality incense production. These companies consistently choose Himalaya Industries for their unwavering commitment to quality and durability. What sets them apart is their dedication to using natural raw materials and fragrances, ensuring that each product maintains its quality for a full year after leaving the factory. This steadfast commitment to excellence has firmly established Himalaya Dhoop-Agarbatti Industries as a trusted and well-recognized name in the incense industry. Experience the beauty of our incense products and explore the essence of Himalaya Dhoop-Agarbatti Industries.
Himalaya Dhoop-Agarbatti Industries has firmly established its presence in the incense industry today,with the hard work of four generations and a steadfast commitment to product quality. Operating as a family-run business under collective leadership, one of its members, Mr. Munish Gupta, shared insights into the company’s rich history during a conversation with Sugandh India. The journey began with Late Lala Telu Ram and Mr Jogendra Pal, Mr Munish Gupta’s great-grandfather and grandfather, who hailed from Dosanjh Kalan, a village near Phagwara. In 1960, they relocated to Jalandhar, where they initially ventured into the seed business. After five years, my grandfather passed the seed business to his brother, choosing instead to focus on his passion for incense production. Starting with wet incense, my grandfather faced numerous challenges in his daily routine. Each morning, he prepared the raw material mixture by hand, as machinery was not available at the time. This mixture was then cooked in a furnace. Following this labour-intensive process, he crafted the incense dough, rolled it into sticks, and packed it for distribution. Every evening, he would supply his products to the market, returning the next day to collect payments.
This relentless dedication marked the beginning of his entrepreneurial journey. In 1970, he launched his first brand, the Himalaya No. 1 Guggal Dhoop. Carrying goods in bags, he travelled by bus from Jalandhar to various cities including Ludhiana, Amritsar, Patiala, Rajpura, and Ropar. As the business flourished, he upgraded from a scooter to a van and eventually employed multiple agents to expand his reach across all districts of Punjab. After establishing a strong brand presence in Punjab over five years, the company began supplying to Himachal Pradesh in 1980, where there was significant demand for gola dhoop. During this time, they launched products under the brand name Lakshmi Varsha. Remarkably, Mr. Munish Gupta’s father and uncle, at just 13-14 years old, started assisting their father in this growing enterprise.
Under the guidance of Joginder Pal Ji, Himalaya Dhoop-Agarbatti Industries has grown into a formidable entity in the incense industry, with his sons, Mr Ravi Gupta and Mr Vishal Gupta, acting as strong pillars of support. Munish Gupta explained that in addition to his father and uncle, his brother Piyush Gupta and his uncle’s son Shreyas Gupta also play key roles in overseeing the business. Even at 85 years old, Joginder Pal Ji makes it a point to visit the factory every morning. He reviews the previous day’s accomplishments and discusses the plans for the day ahead. Each evening, the family gathers to share updates on their respective tasks and provide suggestions, fostering a collaborative environment. Munish highlighted that his grandfather has clearly defined roles for everyone involved in the business. Responsibilities for the factory, shop, branding, job work, purchasing, finance, sales, and operations in both North and South India are well distributed among the team, which facilitates smoother operations. Himalaya Dhoop-Agarbatti Industries operates three factories, producing between 30 to 35 tons of incense daily. Munish pointed out that the origins of incense can be traced back to Punjab and Himachal Pradesh, where the dry climate plays a significant role. In contrast, South India sees a higher demand for agarbatti due to its humid weather. Meanwhile, Punjab and Himachal Pradesh experience constant weather for several months, either summers or winters.
In a recent conversation with Sugandh India, Munish Gupta shared insights into the evolution of Himalaya Dhoop-Agarbatti Industries, particularly highlighting the launch of the Dev Pooja brand during a period of rapid growth. Packaged in Hexa boxes, this wet incense quickly gained popularity, prompting others to attempt to replicate it, leading to issues of duplication. Recognising the demand for quality, many companies began approaching Himalaya Dhoop-Agarbatti Industries for job work starting in 1985. Munish emphasized that they agreed to take on this work only under strict conditions: there would be no compromise on quality, pricing, or the raw materials used. As demand surged, the company expanded by establishing another factory in the Sodal area, enabling it to supply products to Punjab, Haryana, Jammu Kashmir, and Himachal Pradesh. By 2016, the popularity of their products had grown exponentially, particularly for gola dhoop. Our expertise is however in gaththi dhoop. Munish revealed that gaththi dhoop is derived from a herbs that grows beneath the snow in the mountainous regions of Himachal Pradesh. Gaththi dhoop is the original wet dhoop, but due its limited availability and hugh price, alternatives were explored. This led to the incorporation of almond powder, Kasa powder, and specific types of tree barks known for their good burning qualities. These ingredients were then combined with oils, and perfumes to create a new fragrance profile. Munish noted that traditional dhoop is primarily available in black; however, the introduction of brown and coloured dhoop occurred about 20-25 years ago, marking a significant innovation in the industry.
When asked why the best incense is produced in Punjab, Munish Gupta explained that the region benefits significantly from the natural resources of Himachal Pradesh, which provides high-quality raw materials and a conducive environment for incense production. Initially, dhoop oil sourced from Barauni (Bihar) was integral to the incense-making process. However, with the closure of the Barauni (Bihar) refinery, these materials now need to be imported from abroad. Munish also highlighted that the company currently offers 21 different product ranges, all of which have gained popularity in the market. At the Sugandh India Expo in Varanasi, they launched a new premium quality black incense named Mangal Karya, priced at ₹50. This product has quickly resonated with customers, known for its ability to fill an area of 100 feet with fragrance when burned, thanks to its all-natural raw materials. To ensure product longevity, Munish stated that their incense remains unspoiled for at least a year, as it often takes several months for products to travel from the factory to the customer. Therefore, most products have a one-year expiration date, which helps maintain their burning capacity and fragrance quality upon arrival. Additionally, to combat potential spoilage from moisture, the company incorporates anti-fungal agents into its incense products, further ensuring their quality and durability in various environmental conditions.
In discussing the company’s future ambitions, Munish Gupta outlined their goal of appointing a distributor in every state and district across India. He noted that following the Sugandh India Expo, there has been a notable increase in demand for their products, particularly in Uttar Pradesh and Bihar. Positive feedback has also been received from regions in Maharashtra, including Nagpur and Ahmednagar, as well as from cities in Bihar such as Patna, Darbhanga, Samastipur, Gaya, and Muzaffarpur. Additionally, the company is offering job work to companies in Indore and Sagar in Madhya Pradesh, along with Gujarat. Munish explained that when collaborating with any company for job work, they ensure upfront discussions cover essential details such as incense colour, product expiration dates, fragrance, price range, and more. Typically, they work with expiration dates ranging from six months to one year. He further elaborated on the comprehensive nature of their job work, which includes creating incense, packaging, and transportation logistics. The products they develop feature various price points, with MRPs set at ₹10, ₹20, ₹50, ₹100, and ₹200. Munish also highlighted that the company is currently exporting its products to several countries, including Germany, the USA, Australia, England, and various nations in Europe, where they are popular among Sindhi, Gujarati, and other Hindu communities.
In discussing the product range at Himalaya Dhoop-Agarbatti Industries, Munish Gupta revealed that the company currently offers an impressive selection of 72 different fragrances. These include popular scents such as rose, sandalwood, mogra, guggal, loban, tuberose, and belpatra. A standout offering is the JP Scent, named in honour of his grandfather. Munish elaborated on their sourcing practices, stating that they procure fragrance compounds from reputable suppliers like S H Kelkar, JB Fragrances, Sanjay Chemicals, and Schimmer. In addition to these external sources, the company also produces ten unique compounds in-house, ensuring that they add their distinctive touch to every product. He highlighted that their luxury compound is of premium quality, with careful oversight during production. In terms of modernization, Munish noted a significant evolution in their manufacturing processes. Initially, incense was made by manually mixing ingredients to create Kassi. This evolved to the use of rolling machines, and now, the company boasts advanced machinery capable of producing a one-ton mixture in just one hour, a significant improvement from the previous capacity of 100 kilograms.
In a recent discussion, Munish Gupta addressed the rising trend of dry sticks in the market, highlighting a significant segment of consumers who still prefer wet incense. He explained that various environmental and weather conditions in different states influence this preference. Contrary to the belief that making incense by hand is detrimental, he noted that the hand rolling process enhances its fragrance and leaves a pleasant scent on the hands. Munish pointed out that the smoke from wet incense is effective over longer distances compared to agarbatti, which offers a more limited fragrance range. He also remarked that dry incense has taken the place of bamboo-based options, dispelling the misconception that burning bamboo is inappropriate in religious contexts. Exciting developments are underway in the world of wet incense. While gaththi and Kassi types were traditionally produced, the company is now experimenting with powders used for agarbatti, incorporating halmadi to enhance the fragrance. This premium quality halmadi not only benefits mental and physical health but is also environmentally friendly.
When discussing industry challenges, Munish acknowledged the pressure from customers seeking cheaper products that often compromise quality. In job work scenarios, the demand for low-cost options remains prevalent, but the company maintains its commitment to quality, refusing to produce inferior products. He observed a shift in consumer behaviour over the past three to four years, with a notable increase in demand for premium products. Items priced at ₹50-60 are now preferred over those at ₹10 or ₹20, indicating that customers are willing to invest in quality without hesitation. Munish emphasized the importance of using good raw materials, explaining that quality incense should leave behind white ash after burning—a sign of its superior quality. Many customers even use this ash as a tika, underscoring its cultural significance.
BOX
Gatthi Dhoop: Traditional Incense Made from Himalayan Herbs
The birth of incense is believed to be rooted in Punjab and Himachal Pradesh. While the raw materials traditionally came from Himachal, production took place in Punjab due to the presence of factories. Incense production began with gaththi dhoop. This is the original form of dhoop used by sages in ancient times. It is made using herbs that grow beneath the snow. After the snow melts, these herbs can be harvested, dried, and finely ground. It is then mixed with desi ghee to create the incense, which is notably hard in texture. The quality of gaththi dhoop is assessed by examining its fibres, and the production process avoids any chemicals, wet perfumes, or other additives. Today, this incense is quite expensive primarily due to its low yield from the icy regions where it grows. The original herbs are rare and only available for a limited season; they must be carefully excavated after the snow melts and then thoroughly dried.
