Traditional Fragrances Meet Modern Trends at Indra Max International:Zahid Akram

Touchwood brand popular across several markets: Nazeer Ahmed

Bengaluru-based Indra Max International manufactures incense sticks and dhoop products. Its products have become popular in Karnataka, Maharashtra, Andhra Pradesh, Tamil Nadu and Kolkata. Several of the company’s products are exported to Thailand and Burma. The company’s most popular brand is Touchwood. Besides this, Al Shanaya is a very popular premium-quality brand, and Arabian Bakhoor is in high demand. In an exclusive conversation with Sugandh India, Mr. Nazir Ahmed, head of Indra Max International, said that the growing demand for their products had compelled them to open a new production unit. The company primarily manufactures incense sticks, bamboo-less products, dhoop, cones, dhoop sticks, sambrani cups and perfumes. The company’s attars and perfumes are also very popular. Answering a question, he explained that they originally belonged to Kolar district in Karnataka. They then started their business in Bangalore. They established Ravish Industry and later set up a unit in Bangalore.

While sharing the story of entering and succeeding in the incense and fragrance industry with Sugandh

India, Mr. Nazeer said that they initially operated under the name Ravish Industries. Its brand, Indra, was very popular. They ran Ravish Industries with a distribution firm in chennai,later the chennai firm partners got separated.To manage businesses with both the partners they named the new company Indra Max International after their popular Indra brand. Ravish Industries is also still operating excellently.  Answering a question, he said that the company had started 22–23 years ago. They faced considerable struggles in the beginning. Because it was a new brand, their products did not sell in the city. At that time, he would travel from village to village to sell the products. A party in Chennai placed a large carton order, followed by several orders from a party in Kolkata, for whom they developed products across multiple ranges. Their Meera Jasmine brand became a very popular product in Chennai. Today, his son, Mr. Zahid Akram, also works alongside him and is taking the business forward with a fresh perspective.

Explaining the story of entering the incense and fragrance industry and the challenges they faced, Mr. Nazeer said that they were able to succeed because of Unique Printer in Gujarat. Mr Vinal Bhai of Unique Printer introduced him to various people in the industry. He helped them the most with packaging and printing. In fact, it was through his efforts that their business was able to establish itself. He explained that Indra Max International now has more than 150 products. In the future, they are introducing a fragrance under the name Arsh. Although their 6 ml Wafa product has been very successful, Arsh is a special-range product that they will launch in the next one or two months. It will be available as both attar and spray

Answering a question from Sugandh India, he explained that their products are available in different packs priced from

₹2 to ₹180. The 50-gram product is sold under the name Sandal Roots. He said that ₹2 products now sell in very small quantities, but this was where they began. Now, the ₹5 product is the one that sells. He explained that the incense stick market is growing very rapidly. Earlier, customers would think twice before buying a ₹5 packet, but now people also purchase packets priced at ₹100 and ₹200. Their 120-gram pack priced at ₹50 sells the most. In addition, they offer a giftpack set for `₹300. He said that their main markets are Andhra Pradesh and Maharashtra. He added that they offer region-specific products in several states. For example, they have developed Vasavi for Andhra Pradesh and Gowri for Maharashtra.

Answering a question, Mr. Nazeer’s son, Mr. Zahid, said that they had tried to introduce several changes to incense sticks. By combining traditional fragrances with modern ones, they had developed new types of products, and research was ongoing. They study customer preferences in India and abroad and work on products based on their findings. He said that combining traditional and modern fragrances is a challenging task. Answering a question, he said that they had many plans for the future, including introducing premium gift packs of incense sticks. He explained that every business must adapt to market requirements. For example, since people have raised questions about bamboo, they are also working on bamboo-less products. In addition, they are developing premium-quality products for export.

Answering a question about reduced raw-material supplies and rising prices, he said that, like other businesses, they had also made changes to product weight and pricing. Their premium-quality products are performing well. Prices have certainly increased, but people are now choosing quality. Customers were willing to pay more for better products and quality. He explained that online marketplace customers give greater importance to quality and brands, regardless of price. Earlier, 200-gram and 300-gram packs sold more, but now people have begun preferring pouches and zipper packs. Online platforms show more repeat orders from customers who prefer premium-quality products.

Answering a question from Sugandh India, Mr. Zahid explained that zipper packs have a larger market in Maharashtra. In comparison, customers in Karnataka prefer mixed options. Here, box packs, premium zipper packs, pouches, and medium- and economy-range products all sell well. Box packaging is more popular in Tamil Nadu. Answering a question, he explained that premium-quality products sell more in Chennai, where customers prefer strong fragrances. Economy products have a larger market in Karnataka, Andhra Pradesh and Telangana. In Chennai, the use of bamboo-less products in box packaging has increased. Besides this, dhoop and dry sticks have started selling more in Kerala. Earlier, this trend was limited to North India. Box packaging still dominates the Kolkata market, although zipper packs have also begun gaining a foothold. Asked where premium-quality products sell the most, he said that Bengaluru in Karnataka ranks first in the premium segment, followed by Tamil Nadu, particularly Chennai.

Answering a question about business expansion, he explained that trade expos are a stepping stone to success and that they had participated in expos. This had benefited them considerably. Beyond financial gains, expos help them meet leading figures in the incense and fragrance industry and connect with people associated with their business. Therefore, he believes that expos are a stepping stone to success for the incense and fragrance industry.