Agarbathis are an indispensable product in the activities related to various religions in India. There are many types of agarbattis available in the Indian market today. They are in great demand all over the world, making the atmosphere calm and beautiful.

The Indian market is full of competition. The sector includes many traditional brands and small brands such as Cycle Pure Agarbathi, Mangaldeep, Hem, Zed Black and Phool.

According to a report by IMARC Group, the Indian agarbatti market is valued at around ₹10,000 crore. One of the major competitors in this market is Bangalore-based Shalimar Incense Private Limited, founded by Vinod Shah over 40 years ago.

In 1976, Shaw separated from the family business, the textile business, and founded Shalimar. In the early years of the establishment, Shah learned the techniques of making perfumes and knew the basics of the agarbatti business. The company suffered heavy losses in its early years, but turned a profit in 1982.

Shalimar's secret to success is its focus on quality. They have also taken over the market by bringing innovations according to the interests of the customers.

With more than 300 stock-keeping units (SKU), Shalimar markets its products under several sub-brands. The most popular product is their four-in-one pack, which is the kind where customers can easily enjoy a variety of flavors.

In 2017-18, Shalimar brought about changes in her style of functioning. The company tried to establish its own stock points and sales team to the small supply chain. This has led to successful growth. In addition, the company has added manufacturing units in Karnataka, Andhra Pradesh and Bihar.

In the future, Shalimar plans to expand to more countries in South India and abroad. Expecting more revenue from online turnover, Shalimar operates through platforms like Flipkart, Amazon, BigBasket and her own website.

"By flavouring agarbatti according to the customer's tastes and ensuring proper distribution, those who work can always succeed," Shah adds