Zed Black Forays into Puja Essentials Segment
Zed Black Forays into Puja Essentials Segment

Mysore Deep Perfumery House (MDPH) a household name in agarbatti market with its flagship brand Zed Black Agarbatti on the auspicious occasion of Navratri Festival announced its foray into the puja essentials segment with the launch of 'Samarpan', the widest range of puja samagri and puja category products for domestic and export markets. 

The product portfolio that includes Camphor, Bhimsaini Camphor, Chandan Tika, Diya Batti, Sambrani Dhoop Cups, Agarbatti, Puja Oil, and more targets diverse consumer needs today for daily prayers and festive fervor.

Zed Black has been consistently recording a 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 and retailers in India and also the leading incense sticks exporter in the country.

Ankit Agrawal, Director, Mysore Deep Perfumery House, and Zed Black said, "For agarbatti and dhoopbatti, the market sentiment looks quite promising, as it is every year during the festive season that contributes to the sector immensely each time. The launch is in line with Zed Black's focus on accelerating innovation with multiple offerings, strengthening its puja samagri portfolio, and expanding its presence across all forms of retail market.

The current agarbatti market is pegged at Rs 7,000 crore and Zed Black commands a market share of nearly 20 percent of the organized market with its brands Zed Black 3 in 1, Manthan Dhoop, Manthan Sambrani Cups, Aarogyam Camphor, Zed Black Pineapple, Shriphal, Gauved Sambrani Cups, Aromix and Nature Flower Gold and Cian. The company has now forayed into the 2000cr+ puja essentials market as well and ramped up capacity with its new factory at Kshipra Village in Indore, Madhya Pradesh for the festive season.

Anshul Agrawal, Director, Mysore Deep Perfumery House, said, "Over the years we have observed how the consumers have evolved in terms of choices and buying habits. The latest trend that we have seen is that consumers are looking at value-for-money products and opting for monthly packs hence the diverse portfolio. We have also launched Samarpan Nano, the budgeted incense pouch. Consumers today have become conscious of their choices and value-proposition and branded agarbatti and Puja products are taking precedence in their purchase decisions."

The company is expecting up to 25 percent growth in sales this festive season ably dominated by its flagship PAN India brands Zed Black 3 in 1 incense sticks endorsed by Legendary Indian Cricketer M S Dhoni and Manthan Dhoop and Bamboo-less Dhoop Sticks and Pure Sambrani Cups category promoted by Bollywood Superstar Hrithik Roshan.

The puja essentials range from the house of MDPH is the widest available in the market in terms of packaging and quantity.  Zed Black 'Samarpan Camphor' is Available in Jar (2g,4g, 15g, 30g, 80g), Pouch (10g, 500g,) and  ‘Samarpan Camphor Slab’ in Zipper packaging in 15g and 50g. Also launched is Zed Black 'Samarpan Bhimseni Kapoor' which is the purest form of camphor and is available in 50g and 100g packaging. Zed Black is looking at countrywide distribution in the coming months.

The company has also launched 'Samarpan Pooja Oil' available in 500 ml and 1000 ml sizes in the market.  'Samarpan Chandan Tika' which is the purest form of sandal, made available in 40g and 65g packaging is also launched. Other puja essentials launched this festive season are 'Samarpan Diyabatti’, available in round batti and long batti along with its quintessential range of Samarpan 5 in 1 Agarbatti range in 100gms, 250gms, and 500gms in zipper packaging.

Ankit Agrawal, further adds, "After 2019 when the Centre announced its policy to encourage local manufacturing we have begun backward integration to produce our own raw incense sticks and have been investing in setting up modern manufacturing units near Indore in Madhya Pradesh making it country's biggest raw agarbatti manufacturing unit spread across five units over a total area of 9,40,000 sq. ft providing employment and skilling to 3500 unskilled workers".

The brand today is one of the top 3 agarbatti manufacturers in the country. The company also has set a strong global footprint with exports to 40+ countries like USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia, and more in 6 continents and employs 3500+ rural population, out of which 80 percent are women workforce.

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