India's Fragrance Economy
Dhoop, Puja Products and Brands
How puja products like dhoop, camphor and havan samagri became a branded market, and how companies like ITC and Patanjali compete with small makers.
Puja products are a big market.
Products
- Dhoop (incense cones).
- Camphor (kapur).
- Havan samagri.
- Diyas and wicks.
Brands
- ITC’s Mangaldeep.
- Patanjali.
- Many small regional makers.
Branding
Branded products promise purity and consistent quality.
Festivals
Demand peaks during Navratri, Diwali and other festivals.
Online
Puja kits are sold online.
Economics
Religious goods are relatively stable in demand.
The puja kit
A family orders a complete Diwali puja kit online with dhoop, camphor and diyas.
Thinking puja goods are unbranded only
Big brands compete.
Key takeaways
- Puja products include dhoop and camphor.
- ITC and Patanjali are big brands.
- Demand peaks at festivals.
- Demand is relatively stable.
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