Incense sticks industry records over 7% growth in 2022

The worshipper-driven incense sticks (agarbatti) industry, which saw a considerable spike in sales during the coronavirus pandemic, has registered a growth of around 7-8 per cent in 2022. Despite several studies suggesting that incense smoke can do more harm than good, with some even comparing it with cigarette smoke, the industry has seen steady growth. One of the main reasons behind it is the increase in the use of incense sticks in practices like meditation and yoga. Zee Business spoke to Goldy Nagdev - MD, Hari Darshan Group - to discuss more on the trends of the incense industry and the changes it faced in past few decades. Here are excerpts:

What are the industry trends?

Industry trends are reflecting a preference for economy pack sizes or value packs. Also, consumers have shown a liking for milder and more soothing fragrances with natural overtones. 

What are the changes the agarbatti industry has faced in the past few decades?

This has been a decade of massive and rapid changes on all fronts for the incense industry. We’ve battled raw material shortages and import bans along with an unprecedented surge in the cost of production. 

Growth of e-commerce and subsequent adaptations were seen in this period, not to mention Covid related disturbances as well. All in all, changes are a part of the evolution of industry and firms and those who have been proactive have surfaced stronger.

How Hari Darshan has been able to maintain its legacy over the years in the industry?

A key to maintaining a legacy is to be consistent with the legacy and keep it relevant for generations. At Hari Darshan, our legacy has been our range, our quality and constant innovations in products and packaging and we have simply stayed committed to these.  

How does Hari Darshan state that the smoke they are producing is 'Holy Smoke' when studies claim that agarbatti smoke can be harmful? 

Well, we know the ingredients that are going into each of our products. Incense as a product has a history of thousands of years. That was much before most of the harmful chemicals et al were commonplace. Most of our formulations are still based on traditional ingredients and processes. We are very critical in evaluating and analysing all our raw materials to ensure optimum quality and safety.

So yeah it’s not just holy smoke, it’s also fragrant and blissful smoke.