The Market for Both Economy and Premium Products Will Always Thrive: Chandresh Somaiya
Chandresh Somaiya, the head of Manhar Sales Corp, has highlighted his long-standing partnership with Alaukik Agarbatti Company, spanning a decade. Somaiya, a super stockist for Gujarat and Rajasthan, also manages the distribution of ShreejiAgarbatti products. In an exclusive interview with Sugandh India, Somaiya noted that the 1.5+ billion population ensures the continued demand for affordable and premium products. He emphasised that while Rajasthan is taken for granted as a market for economic products, the reality is more diverse. “Our network covers both Gujarat and Rajasthan, where we see sales of products across all price ranges, from budget-friendly to high-end, in both small and large quantities,” he said. Somaiya also discussed the history and growth of the Manhar Sales Corp, which has been operational in Rajula since 1976. The company opened its second branch in Rajkot approximately three and a half years ago. He mentioned his father, Shri Manhar, who is the name behind the agency and has been involved in the business since it started.
Mr Somaiya has been looking after distribution in Gujarat and Rajasthan for the past seven years. Somaiya worked with the company at the booking level before taking on his current role. Apart from other responsibilities, he also manages ShreejiAgarbatti in both states. In an interview with Sugandh India, Mr Somaiya explained that his distribution network includes over 100 partners. He noted that limiting the number of distributors is a strategic decision to avoid overlap and minimise interference in operations. “Having two or more distributors in a single district can lead to complications,” he said. He also revealed that the policy of working exclusively on an advance payment basis deters many potential distributors from joining his network. Somaiya oversees the distribution across all regions of Gujarat, including Saurashtra, North and South Gujarat, and Kutch. He shared insights into the varying fragrance preferences in each region. Traditional fragrances dominate the market in Kutch, while Saurashtra favours strong fragrances and fruity notes. North Gujarat, on the other hand, sees a potent demand for incense (dhoop). Manhar Sales Corp ensures that products align with local preferences by tailoring supply to meet regional tastes.
North Gujarat, including Himmatnagar, Mehsana, and Ambaji, is viewed as an economic market focused on budget-conscious consumers. In contrast, Kutch (region), with areas such as Gandhidham, Anjar, and Mandvi, features a blend of premium and local products, offering a more diverse consumer base. Mr Somaiya highlighted that the agarbatti market across Gujarat is centrally managed at Ahmedabad, while the region of Saurashtra is managed from Rajkot. Ahmedabad and Rajkot serve as key distribution hubs for the region. Focusing on Saurashtra, Mr Somaiya noted that cities like Bhavnagar and Rajkot, along with several smaller districts, show strong demand for agarbatti products. In South Gujarat, markets such as Surat, Navsari, Silvassa, and Vapi are key regions, where all varieties of agarbatti are sought after. Somaiya’s approach to tailoring his distribution strategy to these regional preferences has been crucial in meeting local demand.
Mr Somaiya highlighted the growing influence of Maharashtra on the agarbatti market in Gujarat. He explained that the 250-gram box packing, which is popular in Maharashtra, is gaining traction in Gujarat, with several companies already introducing it into the market. Somaiya also noted the significant demand for loose agarbatti, produced by local manufacturers, across Gujarat. Local brands are leading the way in offering loose incense, which is sold in bulk quantities, often in packs of up to 400 grams. The price of loose agarbatti is sometimes lower than that of raw agarbatti, making it a popular choice for consumers. Mr Somaiya confirmed that his agency also supplies loose agarbatti. In his discussion with Sugandh India, Mr Somaiya further emphasised the strong market presence of Alaukik Agarbatti, especially in Gujarat, where the brand has a significant following. He mentioned that while Alaukik’s pineapple fragrance remains a top seller, its newly introduced guava fragrance has also gained considerable popularity. Fruit-based fragrances from Alaukik have proven very successful, due to which the market is full of similar products.
The head of Manhar Sales Corp discussed the brand’s extensive product range and strong market presence in Gujarat and Rajasthan. He explained that Shreeji, an established name in the industry, offers a broad selection of products, including popular items such as wet dhoop, cups, and zippers. The company has recently upgraded both its packaging and fragrance offerings, ensuring that it continues to meet evolving consumer preferences. Mr Somaiya pointed out that Shreeji enjoys strong brand loyalty, with many long-time customers placing significant trust in its products. Over the past year, the Vedastik range has particularly stood out, performing well in the market. He also mentioned that Shreeji manufactures both handmade and raw agarbatti, with their handmade products seeing considerable demand. In a move to tap the premium market, Shreeji has introduced a base dhoop stick, available across both Gujarat and Rajasthan. Mr Somaiya highlighted that Shreeji has entered the extra-premium segment with products like Vedastik, a 10-inch agarbatti that surpasses the market standard of 7 to 8 inches. This product is now a top-tier offering in the premium agarbatti segment.
