VEDASTIKA BRAND EVOKES – The Essence of Culture and Tradition: Alpesh Javiya
Alpesh Javiya, head of the Amreli-based Vedastika brand, has been manufacturing hand – rolled Incense sticks for more than 5 years. He believes that the country is changing rapidly, and people have less time to connect with ancient traditions, culture, and faith. In such a scenario, the incense, fragrance, and prayer products industry should incorporate these qualities into their products.
In a special conversation with Sugandh India, he said, “People want The Essence of Culture and Tradition: Alpesh Javiya to connect with their tradition and culture, and we are giving them that opportunity through our products.” Under the Vedastika brand, they offer charcoal-free hand-rolled incense sticks, Halmadi-based Dhoop sticks and Incense Sticks, and Panchgavya products. Panchgavya refers to items made with cow dung, cow urine, milk, curd, and ghee. He explained that the key features of their products are that they are pure and natural. In place of charcoal, some products use honey while hand – rolling.
In response to a question, he said that today is the era of global digitalization, and it should be used to promote one’s products. The company’s main aim is to supply gift packs to banks, pharma companies, builders, and various corporate firms and connect them to Indian culture, civilization, and traditions. The company is working in this direction.
Recalling Vedastika’s production story, he said that in 2018–19, four friends started this venture with the aim of doing something unique. He handles manufacturing, while his friends look after branding, sales, marketing, and finance.
Speaking to Sugandh India, Alpesh Javiya shared that he hails fromAmreli, Gujarat, and has been manufacturing incense sticks for 20 years. He started with one machine and today operates 100 machines. The company supplies raw Incense sticks to major branded incense companies. He said they have three fully automatic machines for drying. The company produces very high-quality products that branded companies purchase. Vedastika brand was launched in 2021–22. The name Vedastika is derived from Veda (knowledge) and Swastik. Combining the two creates Vedastika. Since they are raw incense suppliers, their own brand is completely different— producing only hand – rolled Incense sticks that evoke a sense of connection to ancient culture and traditions. While they make raw incense for other branded companies, they do not do labelling or packaging—only supply.
Vedastika was launched at an exhibition with 12 ranges of products, which have now grown to over 29 varieties. Besides hand-rolled incense sticks, the company produces halmadibaseddhoop sticks, Panchgavya items, essential oils, and Hand – rolled with Honey. They also make gift packs for all prayer-related materials. Alpesh noted that in Indian culture, Namaste, flowers, tilak, and diyas hold special importance, and their Brand Logo include all these items. Their products are sold in Mumbai, Delhi, Hyderabad, Chennai, Rajasthan, and many other states. In modern trade, they supply to exclusive stores and malls in several states, as well as to export markets in the UK, Canada,Australia, and more. Their gift packs are also available in souvenir shops at the Red Fort and in specialty shops at historical sites in Hyderabad. Additionally, they supply corporate gifts to pharma companies, banks, industries, and other businesses.
Regarding gift packs, he explained that their products are hand-rolled and use honey. Their Panchgavya packs include Dhoop sticks, Dhoop cones, Sambrani Cups and cakes, they called it a monthly pack, with amazing fragrances for daily use. The Flower Collection has 5 varieties, the Divine Collection also has 5, the Balance Collection also has 5, and the Healing Collection has 7 varieties. All come in beautiful packaging that reflects Indian civilization, culture, and tradition. Apart from incense sticks, the company makes dhoop sticks, cones, and cups. Their gift packs and Dhoop packs also include DIY (Do It Yourself) items. They have incense product range from ₹99–₹499. Gift packs range from ₹200–₹300 up to ₹2000–₹3000. The company makes products for all segments, including the general market for everyday consumers.
When Sugandh India asked about the current market trend of low-cost products, Alpesh said that the “cheap” mindset is changing. People now seek quality for their satisfaction and peace of mind. The future belongs to quality products, though it may take time. Distributors who join them will beguided about future marketing strategies. Regarding marketing, he said they provide one or two incense samples in each pack, which has helped connect with many customers. The company is also providing one-foot display stands for exclusive incense showrooms and other outlets, where products are showcased.
He acknowledged that the offline market poses challenges—it is easier to place products in exclusive showrooms and malls than to supply to 500 counters. The company is available on Amazon and has its own website. In the future, they are exploring new channels for the general trade market. They are also expanding their corporate gifting segment, as gifting during weddings or corporate meetings is increasing. “Our products offer people a chance to connect with Indian culture, knowledge, and tradition. The time has come for the industry to reach domestic and international markets in new ways,” he concluded.
