From Dhoop, Perfume to Candies, the Fascinating Journey of MDPH

Mysore Deep Perfumery House (MDPH) and Zed Black are well-known names in the fragrance industry, specializing in crafting exquisite agarbatti (incense sticks), dhoop (incense cones), and pooja essentials. With a legacy spanning over five decades, MDPH has emerged as a leading manufacturer and exporter of top-notch incense products. Their flagship brand, Zed Black, has garnered immense recognition and popularity, both domestically and internationally. These brands have not only captured a significant market share but are also poised for further growth, thanks to their dedication to innovation and customer satisfaction.

Guided by the dynamic leadership of Ankit Agrawal, Director of MDPH and Zed Black, the company has taken strategic initiatives to broaden its product range. MDPH has recently ventured into the confectionery and candy business, introducing its brand Din Din. 

Recognizing the increasing demand for candies, MDPH has established a new manufacturing facility and incorporated additional machinery to boost production. By introducing a delightful array of lollipops, jellies, and various candy variations, MDPH aims to cater to a broader consumer base and leverage the opportunities present in the confectionery market. These exciting ventures signify MDPH's commitment to evolving with the ever-changing consumer preferences and expanding its horizons.

Retail Distribution Strategy

As the market witnesses an increased interest in unique fragrances, Agrawal highlights the USP of the brand that sets it apart from competitors. 

"MDPH has evolved agarbatti from being a mere puja essential to a lifestyle product. Our USP lies in understanding consumer preferences through regular feedback and continuously improving and introducing new products. Our strong R&D team works on closely guarded secret blends, making our agarbatti suitable not only for religious purposes but also for yoga, meditation, or as a room freshener," he asserted.

Regarding the target audience, "Our products cater to everyone who uses incense sticks, whether it's for puja, yoga, or enhancing the fragrance of a room. As a top 3 agarbatti manufacturer in India, we have a diverse range of Prayer and Puja Essentials, enabling us to cater to all segments of society," Agrawal added.

To ensure widespread availability, MDPH employs effective retail and marketing strategies. Agrawal highlighted, "Zed Black, our flagship brand, has garnered immense popularity with the support of cricket legend M.S. Dhoni, who has been our brand ambassador for the past six years. We offer a diverse range of premium-quality products under our household brands such as Zed Black, Manthan, Shriphal, Orva, and Din Din. Through strategic partnerships and continuous marketing efforts, we have successfully made our products accessible to consumers across various markets."

Tech Integration and Future Product Expansion

MDPH has embraced technology to streamline its manufacturing process and enhance operational efficiency. Agrawal elaborated, "While the production of incense sticks is still a manual process, we have introduced specially designed machinery to speed up the manufacturing process. Additionally, we have implemented eco-friendly practices by establishing a solar-powered unit, which is expected to save over 500 MW of energy annually. Furthermore, we have implemented Sales Force Automation (SFA) for our sales team and plan to introduce a Dealer Management System (DMS) for our distributors."

When discussing future product expansion, Agrawal revealed, "We are continuously experimenting with new products and fragrances. We have plans to introduce Bambooless Agarbattis, Exclusive series, Masala Agarbatti series, Mega Agarbatti's, and more. Additionally, we will be launching a Perfume series of incense sticks inspired by popular global perfumes."

Omnichannel Strategy and Retail Availability

MDPH understands the importance of an omnichannel strategy to reach consumers effectively. Agrawal explained, "While general trade and traditional brick-and-mortar shops still drive sales in the agarbatti market, we are witnessing a gradual increase in online sales. We maintain a balance between e-commerce platforms like Amazon and Flipkart and traditional retail channels. By leveraging this strategy, we have expanded our consumer base and gained global visibility. Furthermore, our association with the IPL team Delhi Capitals as a co-sponsor has significantly enhanced our brand outreach."

Revenue Outlook

MDPH has ambitious plans for the future, and Agrawal shares insights into the revenue mix and the contribution of their brands in the coming years. "Three years later, we expect both Orva and Din Din to significantly contribute to our core agarbatti and Puja Essentials business. Orva, being our direct-to-consumer brand, targets online sales globally. On the other hand, Din Din is a mass product that will penetrate both urban and rural markets. We anticipate Din Din to contribute around 10 percent of our overall revenue," he added.

Speaking about the revenue growth, Agrawal said, "MDPH has witnessed exponential growth in recent years, with net sales increasing multifold since the previous fiscal. We have consistently achieved double-digit growth for the past five years, and this fiscal year, we have seen a 15 percent quarter-on-quarter growth in revenue. With our foray into the F&B sector, particularly confectionery, we are optimistic about achieving a turnover of Rs 1000 crore by FY26."

MDPH has achieved remarkable success by reinvesting its profits into the company's growth. Agrawal stated, "As a family-run business, we have internally raised all the funds required for our operations and expansion. We have not sought external investment and are self-sufficient in running the company."

Future Expansion Plans and Target Cities

With four production facilities, MDPH has the capacity to produce and sell 15 lakh packs of Zed Black incense sticks daily. The company has a strong presence in North, West, and Central India and is rapidly expanding in the Southern and Eastern markets. 

We have established a robust global footprint, with exports to multiple countries across six continents. Currently, we hold a 10 percent market share in global exports, and we aim to increase it to 15 percent. Our focus is on capturing emerging markets and building a stronger presence in cities across India," Agarwal concluded.