Wala’s has a major market in loose incense sticks – Chirag Wala
Wala Perfumery Works, a brand of Dhoop and Agarbatti based in Ahmedabad, has a fair market share in loose packing. The company also produces agarbatti, dhoop and roll on under its brand Wala’s. Wala’s brand is particularly popular in Maharashtra, Gujarat, Rajasthan, Hyderabad, Madhya Pradesh, and Kerala. Wala’s brand has around 30 products in both loose packing and branded across the economy and premium ranges, In branded, the products are available in pouch, zipper, small pouches, box,etc.. In an interview with Sugandh India, the head of Wala Perfumery Works, Mr Chirag Wala, revealed that his father had started the agarbatti business 50 years ago in Maharashtra, and it has since grown into a pan-India brand.
Chirag informed Sugandh India that his father started the business from Maharashtra market which makes it our top market even today. He confirmed that the 250g agarbatti packaging is popular in Maharashtra. Along with this 100g and 400g roll pack are also widely available. Wala’s has a great demand in Pune, Jalgaon, Nasik, Miraj, Sangli, Kolhapur, Nagpur and Mumbai.
In response to a question Chirag responded that the business operates primarily through retailers and has no distributors. The brand sees high demand during Ganpati and other festivals and Ramadan. Although other brands exist in Nagpur and Mumbai, there is no competition as our brand is preferred by those who like loose packing.
When asked about the fragrances of the products, he explained that we focus more on the traditional notes. Though we have products in fine fragrances as well. He mentioned that Ashok Chandan has been a popular choice since his father’s time. Other fragrances like Kewda and Ponds are also popular. In addition, he remarked that our products costing ₹200 and ₹300 are popular as well. The company is increasing its marketing efforts in other states, and we are working towards exporting our products soon.
Chirag remarked that dhoop is gaining market as compared to agarbatti. Couple of years ago we also launched 15-20 dhoop products with the focus being on dry stick. Wala’s is known for top-notch quality. The company’s focus is more on quality than quantity in both loose and packing products. They plan to expand their range of packing products and branding soon.
