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Kalim Bhai tells that his father started the family business in 1976 but soon passed away. He and his brother Mehboob bhai were ten and twelve respectively. Though the startup was a small one, the responsibility fell on his mother’s shoulders. It took years… decades in fact to attain a position in the market. Kalim Bhai informed, Rocket Agarbatti Company got registered in the early 1970s. ‘Mehboob agarbatti’ was their first brand during startup days. Later in 1992, the company received their sales-tax number. Today more than 200 dhoop and agarbatti brands are running successfully across different states in the country.
Kalim Bhai, in response to commercials about the incense industry, emphasizedthat inflation and pricing challenges are inherent in any business, including the incense industry. He mentioned that those in the business should bear the burden and not complain. He highlighted the versatility of dhoop and agarbatti, stating that they are not just for religious use but are also used in offices and commercial establishments as room fresheners, offering a cost-effective and natural alternative to electronic room perfumers. He asserted that best-quality dhoop and agarbatti can even last for 24 hours. When asked about the quality of his brands, Kalim Bhai confidently stated that quality speaks for itself. He shared the success story of how their brands transformed Bihar into a profitable center by providing high-quality products when none were available. He expressed hope for similar success in other states like U.P. Regarding concerns about the pricing of his brands, Kalim Bhai defended the higher cost by explaining that products made from high-grade natural and essential ingredients cannot be cheap. He referred back to the success they achieved in Bihar as evidence of the value of their products. On the topic of future plans, Kalim Bhai revealed that he is focused on increasing production significantly. He faced a setback when a fire destroyed a considerable amount of goods in one of his factories, but he is actively working to expand production. He has three factory outlets in Nagpur that provide machines, raw materials, raw incense sticks, and perfumes related to the agarbatti industry. He also mentioned having a vast distribution network spanning 300 km around Nagpur.
Including raw material availability issues and import disruptions from China and Vietnam. Price hikes and profit-focused supply chains also added to their troubles. However, the demand for their high-quality products remained strong. The main challenge for the company was meeting market demands while focusing on quality. They were delivering products to several states, but major ones like Uttar Pradesh, Rajasthan, and Delhi were left out. Kalim Bhai mentioned that they needed to realign their priorities to penetrate those untapped markets. Marketing innovation and strict quality control were also areas of concern, limiting production leverage. The company had a "zero tolerance policy" on quality standards. The dhoop and agarbatti business was largely controlled by distributors rather than manufacturers, with a significant portion of products being sold without a brand name. The most successful brand of Rocket Agarbatti Co. was '460,' a potent quality incense brand sold in a 1½ Kilo metallic box packing. Initially rejected by distributors as pricey, Kalim Bhai rebranded it as '460' and it became the top brand in South India. He revealed plans to launch signature-styled Sambarani cups post-Diwali. However, the company faced setbacks when some units caught fire, affecting operations and product launches. Despite this, they have resumed operations and are making a stronger impact in the market.
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