Smaller and regional players in the agarbatti market has got market leader Cycle brand worried.

The incense industry boasts over 200 players, who have some 400 agarbatti brands between them.

Competition ITC’s Mangaldeep agarbatti is the only national competitor for Mysore-based NR Group, owner of the Cycle agarbattis .

Arjun Ranga, Partner of NR Group, says the market is dominated by local players.

“Region-specific players are very strong. Like Devdarshan in Haryana, Vasu in Karnataka, Tiranga in Uttar Pradesh, Ambica Durbar in Andhra, or even Haridarshna and Zed Black in Delhi. Some of these brands have been there for a long time. How they sustain is interesting, since it is a tough market,” he adds.

Ranga says earlier agarbatti manufactured in Karnataka were known for their quality but now manufacturers from Odisha and Madhya Pradesh are well-known too.

For the NR Group, it is the marketing muscle of ITC that is a closely watched affair. “When we came up with 3-in-1 agarbatti , Mangaldeep brought in 5-in-1,” says Ranga.

Ranga says there has been little innovation to help the market grow. “When newer, bigger entrants come into the market, one expects expansion and more retail outlets to open up. It has not happened,” says Ranga.

Ranga added that the NR Group would continue to be innovative and add newer fragrances. Correction

This news report has been modified to correct editing errors.

Related Topics
comment COMMENT NOW