There is a reason why our elders insisted that we burn an agarbatti while offering a prayer or for that matter when there is a death in the family. Believe it or not, but the simple of act of burning an incense stick brings with it a sense of calm and peace. Therefore, it is not surprising that during this pandemic — COVID-19 — there has been a sharp rise in the demand of agarbatti and not just in India but all over the world.
Several Indian incense products manufacturers have been exporting incense to the US, the UK, United Arab Emirates, Belgium, Brazil and even Argentina. In 2018, the US incense market size was $128 million and is expected to reach $281 million by 2025, growing at a CAGR of 11.89 per cent. The agarbatti market is pegged at Rs 6,000 crore for India. It is a figure that the companies in the country may achieve sooner than later given the lockdown blues that Coronavirus has brought with it.
Ankit Agrawal, a partner with Mysore Deep Perfumery House (MDPH) tells you that there are several reasons for the recent peak in the demand for agarbattis. “The fragrance in the incense stick helps to relieve, anxiety, stress and has calming effect,” Agrawal says. One is told that there is a German study that suggests burning of incense not only has soothing effect but it is useful for treating anxiety, insomnia, depression, restlessness and brings peace of mind. The study also suggests that in homes where incense is brunt, the atmosphere is more relaxed and calms kids as well. The only catch is that it has to be a good quality branded agarbatti.
Agarbattis have been around for centuries and is an integral part of our religion and tradition. “Not only is India, but incense is used in China, Thailand, Cambodia, Vietnam and Taiwan. Then there is the whole idea of catering to the masses as a disinfectant. Lavender oil has anti-septic and anti-inflammatory properties. Therefor there is demand for it,” Agrawal explains.
When one looks at the figures — four factories, 30 regional sales offices, a work strength of over 2,500 people, a kitty of 1,200-plus products that are exported to over 10 countries across four continents and processing over 30 million incense sticks daily and still there is a demand — means there are a lot of stressed out people out there.
The company’s flagship brand Zed Black, which is endorsed by MS Dhoni, is available at over 7.5 lakh retail outlets across India. Daily more than 15 lakh retail packs were sold before the lockdown.
Even with the lockdown, the demand has not decreased and people have been calling up Agrawal wanting to know how they can buy it under present situation.
More than the religious purpose and the fragrance that an incense emits, the rise in demand due to lifestyle needs. “People tell me that they buy our product more out of lifestyle needs rather than religious. The lavender incense sticks, Orva essential oils for diffusers and Sambrani are a lifestyle enhancement. They lift the mood. Such is the demand in the given the present situation the stocks that were exported for a period of six-month consumption have already been sold out leading to a 100 per cent growth especially when it comes to the US market,” Agrawal says.
He tells you that for the domestic market, there is a high demand for Sambrani Dhoop as it has benzoin (loban). “Loban is a well-known disinfectant and naturally occurring hence there are no side effects to it.
In today's situation with the pandemic, fumigating the house with this dhoop will help keep germs and viruses at bay since it gives a lot of smoke. In the essential oils section, lavender is best seller as it is said to have antiseptic and anti-inflammatory properties.
This has led to increased sales volume both in domestic and global markets,” Agrawal says. While there is no scientific study nor any research that has gone into it, Agrawal tells you that burning two incense sticks will do the needful.
