Zed Black, a leader in quality of fragrances in incense sticks, has launched a new high-end premium yet affordable – ‘Zed Black Luxury’ through a nation-wide campaign promoting ‘Women Power in Agarbatti (Incense) Industry’. The new, premium yet affordable charcoal free, luxury fragrances in 4 exotic variants like French Lavender, Pure Sandal, Black Musk, and White Sage have been specially created from natural & fresh ingredients not only from India but across the globe to create a relaxing state in both mind & body, purifying the atmosphere.
MP based Mysore Deep Perfumery House (MDPH), started in year 1992 and boasts of 70% women manpower in a team of 1500 workers. The Agarbattis are manufactured at their various units with an annual capacity of 8 billion sticks a year spread across its own facility in Madhya Pradesh and other franchise manufacturing units across Kanpur, Raipur, Jaipur & Cuttack.
Speaking about being amongst the major players in the organized Agarbatti sector, Mr. Ankit Agrawal, Director MDPH adds, “We are setting up one more state-of-the-art factory at Indore (MP) which is about 2.5 lac Sq. ft. to be operational by Sept 2018. This would increase our production capacity by 40% and provide employment to 1000 women from MP. This will pursue our commitment towards women empowerment and ‘Make in India’ by creating more jobs for women in the booming Agarbatti trade market of our country. He adds, “This step resonates in our pledge and eventually strengthens Zed Black’s mission of ‘Prarthna Hogi Sweekar’, which was spearheaded by Ace Cricketer M S Dhoni, the brand ambassador to promote the power of prayers amongst masses.
As part of the product launch, a roadshow campaign was flagged off in Mumbai which will then travel to cities like Raipur, Kochi, Chennai, Bhopal, Delhi, Dehradun, Bhubaneswar, Ranchi and Patna this month. “Women power in the Agarbatti business will make them a vital element of mainstream economy”, echoes Agarbatti Maker Ankit Agrawal.
With a steady growth in the Indian Agarbatti industry over the last few years, the company also announced overseas expansion plans with its first international office of Southeast Asia in Nepal and United States in the West.
The Agarbatti market in India pegged at Rs. 5,000 crore, is evenly distributed between organized and unorganized sectors with the Rs. 2500 cr organized sector developing faster than unorganized sector with new products and trends. ‘Zedblack’ is amongst the top three in the country with 15per cent market share and product extensions and entry into new segments like Cosmetic & Food Division are likely to lead to a near 18 per cent growth for the company both in the domestic and global market. Revenue has touched Rs 965 Crore in FYI 18 in exports, up from Rs 798 Crore in FY 15. Gulf, Europe, and Africa are the top three leading markets for Indian Agarbattis.
Mr. Ankit Agrawal, Director MDPH further shared, “Innovation has always been the mantra for MDPH and Zed Black. Over the years we have come up with various new fragrances and concepts which have helped us capture a major chunk of Indian incense market. With the inclusion of ‘Zed Black Luxury’ series we are aiming to pull around 18% of the premium incense market share”.
Zed Black offers more than 1200 products in a wide range of agarbattis, dhoopbatti’s, dhoop cones, dhoop sticks & hawansamagri. Zed Black products are available across India and are being exported to more than 10 countries. Daily, Zed Black sells over 1.5 million retail packs at over 7,50,000 retail counters. Zed Black has been exporting its products to more than 20 countries.