Agarbatti Industry

Market Survey garbattis,’ also known as ‘incense sticks,’ are made from aromatic plants and essential oils extracted from plants or animal sources. When lightened, these release a fragrant smoke which finds use in the religious activities, prayers, and therapeutic and aesthetic purposes. Agarbattis have been used since times immemorial as an integral part of Hindu deity worship in India. There are about 10,000 agarbatti manufacturing units in the country including tiny, small and medium, besides another 200 well-established ones having over 50 branded agarbattis. Nearly 12 lakh people are directly or indirectly employed by the industry. India is exporting a wide range of agarbattis or incense sticks that have natural, exotic fragrances extracted from jasmine, sandalwood (chandan) and rose. These fragrances spread the ambience and tranquility. The incense sticks are packaged attractively. The agarbatti industry depends heavily on forest products for raw materials—a natural advantage since nature has bestowed upon it vast expense of forests. Capexcil (formerly known as Basic Chemicals, Pharmaceuticals and Cosmetics Export Promotion Council), functioning under the aegis of Ministry of Commerce and industry, government of India, over the years has been playing an important role in promoting exports of agarbattis from the country. Besides, ITC’s incense sticks business launched as part of its strategic initiative to create multiple drivers of growth in fast moving consumer goods sector (FMCG) leverages the core strengths of the company in marketing and distribution, brand building, supply chain management and paperboard and packaging to offer Indian consumers high-quality agarbattis. The company marketing agarbattis under the ‘Mangaldeep’

A

BY: G.P. GANDHI

INDIAN AGARBATTIS IN FOREIGN LANDS

India’s exports of agarbattis in 2005-06 shot up steeply by 21.68 per cent. USA continues to be the largest market. brand through 5 lakh retail outlets in the country