. They are burnt in Indian homes as a room freshener and is reputed to process high aesthetic properties. The Indian agarbatti and dhoop industry exports a large amount of shipments to more than 90 countries of the world. Compared to other countries the Indian agarbatti and dhoop are pursued to have a superior quality. The market consists of a large number of unorganised players.The Indian agarbatti and dhoop market is highly dominated by the agarbatti sales, dhoop is not much preferred in Indian market. India is one of the largest producers of agarbatti and dhoop sticks, as well as largest consumer too. More than 2/3rd of the agarbatti produced in India are consumed locally. The fragrances mostly consumed in Indian market are Rose, lavender, Sandal, Champa, Jasmine, Mogra, etc. While the players in Indian market are searching for new fragrances to attract more customers. While variants of agarbatti are available in terms of pack size, packaging type, stick length, stick shape, stick colour, etc.
The players in India agarbatti and dhoop market are found to be expanding their product range by bring new fragrances as well as new variants in term of pack size, stick shape, stick colour, stick length, etc. to target large segments of Indian market.
The Indian agarbatti and dhoop market consist of a large number of agarbatti giants as well as other players. The high presence of other players is mainly due to low entry barrier of the industry, easy availability of imported cheap raw material as well as raw sticks, the machines required for production are also not so costly, highly labour captive industry which requires less skilled labours, etc.
According to report ‘India Incense sticks (Agarbatti & Dhoop) Market Outlook, 2023’ published by Bonafide Research, The Indian agarbatti and dhoop market is forecasted to have high growth with a CAGR of more than 9% from 2022-23. The primary reasons for this high growth are rising number of temples, increasing tourism, rising disposable income, rising number of pujas and rituals with rising problems of people, increasing variants, etc.The exports of agarbatti and dhoop are also increasing since last few years. The major consumption is found to be in the southern states of India with presence of large number of big temples, highly religious people, etc. The states in North and South region of India combined contribute for around than 2/3rd sales of agarbatti in India.
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The organized agarbatti market is led by N. Ranga Rao & Sonswith its vast brand range having a large number brand. Cycle is the leading brand of N. Ranga Rao & Sons, and it also observes highest market share by brand in Indian agarbatti and dhoop brand. N. Ranga Rao & Sons focuses on increasing its sales with high advertisement. The cycle brand has 3 brand ambassadors Amitabh Bachchan, Sourav Ganguli and Ramesh Arvind for different regions. While in 2017 all three of the were featured in a single advertisement for their campaign ‘India Prays with Cycle’ showing diversity of India.
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