Zed Black eyes increased demand of dhoop sticks this festive season for agarbatti market

·        Gauved Cow dung based natural sambrani cup launched

Indore/Delhi 12^th November 2020: One of the India’s top 3 Agarbatti maker Zed Black expects the demand momentum for dhoop sticks to grow beyond the festive season after showing consistent sales.  The pandemic brought down the economy, stalled production and led to a complete washout earlier but sales picked up after the nation restarted most activities thus reviving growth.

Zed Black has been consistently recording double-digit year-on-year rise in volumes by processing over 3 crore incense sticks and selling over 15 lakh packs every day, making it one of the largest selling agarbatti manufacturers in India and also the leading incense sticks exporter in the country. Since its inception in 1992, Mysore Deep Perfumery House with, its flagship brand Zedblack is amongst the key players in the Rs 2,500-crore organized agarbatti sector providing highest quality range of agarbatti, dhoopbatti, dhoop cones,dhoop sticks, essential oils, hawan samagri and more.

Ankit Agrawal, Director, Mysore Deep Perfumery House shares, "Recovery during the festive season is crucial for India’s fragrance industry. The performance will be driven by a sharp pick-up in the sale of dhoop sticks and dhoop cones which has seen an increased 20% demand day by day. Conventional fragrances like rose, lavender, sandal, saffron, mogra and guggal will see a peak rise like every festive season.  Dhoop Sticks are fragrances blended with natural essential oils mixed into a natural wood powder base and are bamboo-less. Unlike Dhoopbatti, they are dry. We have seen a steep in consumer preferences towards them. We have also recorded high demand for luxury fragrances like Zed Black Parfum series available in international fragrances in urban and semi-urban markets. Innovation in fragrances has always been our prime focus, for instance our Zed Black Fresh Pineapple variant of agarbatti is one of the bestseller products in the South and Eastern India markets.”

MDPH now holds the market share of more than 15% of the organized incense stick industry and has a large distribution network and strong command in market. It also has set a strong global footprint with exports in countries like USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia etc. It has over the years created a competitive advantage by leveraging its strengths like encompassing deep consumer insights, relationship with labour, state-of-the-art manufacturing, leading-edge R&D, packaging excellence, brand building capabilities, efficient trade marketing & distribution infrastructure. MDPH has extended its arm to reach out every different product with established brands like Zed Black 3 in 1, Manthan, Arij, Zed Black Luxury, Turbo, Parfum, Fresh Pineapple, Rajshree, Panchdeep, Duva & more. MDPH has over 1,200 products which are exported to 30+ countries across 6 continents.

"Incense has been an integral part of Indian household. The market showed great demand in the pandemic as people were at home and got lot of time to pray. The festive season that started from July, post the effect of pandemic was good. We expect to sustain the growth even after diwali with our bamboo-less variants of fragrances", adds Anshul Agrawal, Director, Mysore Deep Perfumery House.

He further adds, “Honorable Prime Minister’s ‘vocal for local’ mantra has also brought out the significance for local brands. India is the biggest and the fastest-growing market in the world for the majority of the product categories, MDPH has always vouched for this sentiment since its inception. MDPH at its manufacturing unit at Indore, MP which is World's largest Raw Agarbatti manufacturing unit employs 4 lac workforce out of which 80% are women.”

Gauved is one more initiative by MDPH this festive season to support Cows and shelter them by using their waste to make products. Gauved Sambrani cup as the name suggests from the house of MDPH is the made out of Cow Dung. “Cows have always been worshipped as a sacred mother-figure in India and her dung is known to have many benefits. The Gauved Sambrani Cup is enriched with all the health and spiritual benefits of cow-dung and herbs. Encompassing the natural cleansing properties of cow-dung, lighting it not only purifies the environment around you but also cleanses and creates a positive aura. Gauved Sambarani Cup is available in the fragrances of Guggal and Loban enhancing its relaxing components”, adds Anshul Agrawal.

“The company, since the last decade has seen a robust double digit growth each year in its domestic sales and a 100% growth in sales in the Exports & the US Market in comparison to last year. The production units have also gradually returned to "normal output" post lockdown and the company hopes to close the year with a double digit growth this year as well despite of the COVID effect” sums up the second generation entrepreneur Ankit  Agrawal.

About MDPH: Mysore Deep Perfumery House (MDPH) was started in year 1992 by Mr. Prakash Agrawal. Zed Black the flagship brand was launched in year 1999-2000 which become popular across the globe. MDPH today has 5 Factories, 36 Regional Sales offices, Work Strength of over 3000 people, kitty of 1200+ products, exported to over 30+ countries across 6 continents, MDPH processes over 30 Lac Incense Sticks every day.