Vinod Khakhkhar: Expert in fusion fragrances, Live Touch incense products gain popularity across 13 states

Rajkot, Gujarat: Vinod Khakhkhar, the founder and head of Balmukund Industries, is a renowned name in the incense and fragrance industry. Specialising in fusion fragrances, mr.Khakhkhar has driven the success of his Live Touch brand, which includes a wide range of agarbattis, incense products, and premium fusion fragrances. These products have quickly gained traction thanks to their unique blends and high-quality standards. In an exclusive interview with Sugandh India, Mr Khakhkhar shared that he has spent 35 years in the fragrance industry. He also highlighted that Balmukund Industries, founded in 2015 in Rajkot, Gujarat, is known for its commitment to quality manufacturing. Balmukund Industries flagship Live Touch brand boasts more than hundred products, ranging from scented agarbattis and incense cones to bamboo-less agarbattis, dry sticks, masala-flora agarbattis, and sambrani cups. The product line caters to a much larger market, with items priced from ₹10 to more premium offerings. Not just Gujarat, Live Touch products sell across 13 other states, including Maharashtra, Rajasthan, Chhattisgarh, Madhya Pradesh, Uttar Pradesh, Bihar, Jharkhand, West Bengal, and Assam.

He revealed the [Khas Fantasy] (brand of fragrance) is his prodigy, which is unmatched and most loved. With a deep passion for creating fusion fragrances, Mr.Khakhkhar has made it his mission to ensure that every product the company offers is of the highest quality. “Incense and agarbattis are meant for God, and therefore, they must be of the finest quality,” he said. This thought moved Khakhkhar to enter the fragrance market with a pledge to preserve public faith through superior products. Before founding Balmukund Industries, he gained valuable experience in distribution and later became a C&F (Carrying and Forwarding) agent. In 2015, he launched Live Touch. Through determination and hard work, he successfully established it in the market. Khakhkhar attributes the growth of his brand to the unwavering quality of its products. “I am in the market because of the quality of my products,” he stated. He chose not to rely on a dedicated sales team initially, despite it being a common practice in the industry, which posed significant challenges. However, the company gained a major boost when his son, Bhavik Khakhkhar, joined the business after completing his studies in 2018-19. He provided crucial support to the growing venture.  

Mr Khakhkhar announced plans to launch a new line of fusion perfumes and sprays under the Topper range post-Diwali celebrations. “From the very beginning, I’ve been focused on introducing innovative products,” he said. His first experiment in fusion fragrances involved a pineapple blend. The pineapple rose flavour was hugely in demand. However, Khakhkhar added a twist by incorporating rose into the pineapple, which received an overwhelmingly positive response from his customers. Following the success of this launch, he created a new product by blending henna with musk, which also gained positive feedback. “We will soon be launching fusion fragrances in three or four different varieties,” he revealed. In addition, the Khas Fantasia fragrance has already been introduced, with plans for more variants in the pipeline. Khakhkhar also shared that mixing fragrances is a delicate process. “Blending different scents is not an easy task. You must be careful because sometimes the combination may not work as expected, and the fragrance can become less pleasant. In such cases, you need to add another fragrance to enhance it; and that requires significant effort.” On the marketing aspect, Khakhkhar explained that, as a former distributor, he had a well-established network, particularly in the Saurashtra region of Gujarat. “While I knew every block in the region, the initial challenge was that people would take the product because of old contacts, but they often just set it aside. Until the product reaches the customer and is used, its value is zero. This is one of the major hurdles I faced in the market,” he added.

To ignite excitement and draw new customers, the brand decided to roll out a creative strategy: offering two-stick samples. This approach aims to captivate potential buyers and spark their interest. However, challenges arose when distributors, while accepting the products, did not actively sell them. The company introduced a guarantee that customers can return opened packets if unsatisfied. In response to a query by Sugandh India, Khakhkhar confirmed that it has appointed super stockists and distributors across 13 states, who are responsible for managing regional issues and customer complaints. He also highlighted that each state exhibits unique fragrance preferences. As for the possibility of offering unique fragrances pan-India, he stated that they have opted not to pursue this approach. He remarked, “For building a pan-India brand, it is essential to maintain a consistent fragrance across the product range.” While acknowledging that tailoring fragrances to specific states could boost short-term sales, the company stressed that doing so would hinder the development of a cohesive brand identity. However, if a region demonstrates a distinct fragrance preference, the company is willing to create a separate product to cater to that demand.

Mr. Khakhkhar stated that he bases his product development approach on his personal experiences. He noted that while these experiences guide the process, true market success is ultimately determined by a product’s ability to resonate with consumers and gain popularity. The company currently offers over 100 products and is preparing for the large-scale launch of air fresheners and perfumes. Live Touch is also capitalising on the growing market trend for bamboo-less and dry sticks. In response to consumer concerns about bamboo sticks his company is exploring alternative options. The 6-inch bamboo-less agarbatti is currently a market favourite, and Live Touch has recently introduced a new 8-inch variant, which differs significantly from other offerings. Available in four distinct varieties—Boss Tattoo, Bella Vitara, Polo Woods, and Aqua London—the new range boasts unique names, packaging, fragrance, and quality, setting it apart from competitors. The 90-gram box is priced at an MRP of ₹110, and the premium range has already begun to attract repeat orders, signalling early success in the market.

Khakhkhar explained that their air freshener products fall under the Topper brand, a decision influenced by his background in the FMCG sector. Entering the air freshener market has always been the key to his business strategic vision. Live Touch incense offerings are priced across a range of options. The products are available in pouches with MRP prices ranging from ₹10 to ₹50, with some larger packs priced at ₹80. The 100-gram box pack, priced at ₹90, retails for ₹50 to ₹60, while masala-flora agarbattis are priced between ₹105 and ₹165. The company has also introduced innovative products in the Sambrani Cup segment, becoming the first manufacturer in India to offer a pack of nine cups for ₹110, when the standard offering is typically just six cups. Additionally, Live Touch has launched a Sambrani Cup made from cow dung, priced at ₹110. Another new addition is the Ram Raksha Mandir, available for ₹135. Looking ahead, the founder expressed confidence in the continued growth of the incense industry, citing its deep-rooted connection to consumer faith. “This is a very old industry, and it will continue to thrive because it is linked to tradition,” he stated. However, he emphasised that as consumer expectations for quality rise, manufacturers will need to focus on continuously improving their products to meet these demands.

Mr Bhavik Khakhkhar, the son of Mr Vinod Khakhkhar, revealed that after completing his studies, he has fully committed himself to the incense and fragrance industry. “I am trying to work in line with the times and the needs of the market,” he explained. His primary focus is on delivering high-quality products, a goal that extends to their perfume range as well. “We are committed to offering the best quality in perfumes and aim to create export-quality products,” he added. This emphasis on quality has enabled the company to expand its reach internationally. Their incense products are now being exported to several countries, including multiple European nations, as well as Malaysia, Mauritius, Indonesia, and Uganda, among others. In response to a query about packaging preferences, Mr Khakhkhar noted that zipper pouches are particularly popular in export markets. He further highlighted that, in comparison to the domestic market, export products are of an even higher standard. Fruity, synthetic, and modern fragrances are in high demand in these international markets. “We are also focused on innovating our packaging,” Mr Khakhkhar said. “Along with product quality, packaging and design need to be top-notch, and that is a direction I am actively pursuing.”