Mysore Deep Perfumery House (MDPH), a leader in quality fragrances in incense sticks, from Indore (MP), has introduced a new high-end premium yet affordable segment – ‘Zed Black Luxury‘, under its popular flagship brand Zedblack amidst a nation-wide, multi-city campaign on ‘Women Power in Agarbatti (Incense) Industry’, which promoted the prominence of women in the growing market of incense sticks globally. The roadshow ended on a high note after visiting 10 cities like Mumbai, Raipur, Kochi, Chennai, Bhopal, Delhi, Dehradun, Bhubaneswar, Ranchi and Patna. “The 10-city roadshow helped pursue our commitment towards women empowerment and Government of India’s ‘Make in India’ initiative by creating more jobs for women in the booming Agarbatti trade market of our country,” echoed Agarbatti Maker Mr. Ankit Agrawal, Director of Mysore Deep Perfumery House.
Zed Black Luxury Series in 4 Distinct Fragrances of Black Musk, White Sage, French Lavender and Pure Sandal
MDPH, is the third largest Agarbatti manufacturer in the country and has been at the forefront of women empowerment in India by employing 70% women workforce at its various units. The company has an annual capacity of 8 billion sticks a year spread across its own facility in Madhya Pradesh along with franchise manufacturing units spread across States such as Kanpur, Raipur, Jaipur & Cuttack.
The new, Zedblack Luxury fragrances offers four exotic variants like French Lavender, Pure Sandal, Black Musk, and White Sage, which has been specially created by sourcing natural & fresh ingredients from India and across the globe to create a relaxing, purify atmosphere and to restore mind and body. Other prominent brands from Zed Black stable are 3 in 1, Manthan, Parfum Series, Zed Black Mega Series, and many more. Since last year, Ace Indian Cricketer M S Dhoni has been the brand ambassador for Zed Black.
Mr. Ankit Agarwal, Director, Zed Black shared, “The Rs. 5000-crore agarbatti industry is dependent predominantly on rural India. We are reaching out to these untapped resources by connecting with the rural families and providing them with both livelihood and rural empowerment through Agarbatti making business. The incense industry is a labour-intensive industry with each incense stick being handcrafted, predominantly by women workers”. Speaking about being amongst the major players in the organized agarbatti sector, he adds, “We are setting up one more state of the art factory at Indore (MP) which is about 2.5 lac Sq. ft. to be operational by September 2018. This would increase our production capacity by 40% and provide employment to 1000 women in MP.”
“The agarbatti market in India is pegged at Rs. 5,000 crore, and is evenly distributed between organized and unorganized sectors. ‘Zedblack’ is amongst the top three organized players in the country with 15 percent market share and product extensions and entry into new segments like Cosmetic & Food Division are likely to lead to a near 18 percent growth for the company both in the domestic and global market. We have also expanded our operations by setting up new company offices in Nepal and United States,” adds Mr. Ankit Agarwal, Director, Zed Black.
From a humble beginning in Indore where the business was established 25 years ago by the first generation, the family-run company, Mysore Deep Perfumery House, is now helmed by the third generation and has a nationwide and indeed international presence in its sector. Zed Black’s parent company, MDPH, was started in year 1992 as a household agarbatti packaging unit. Today, Zed Black is one of the top 3 manufacturers of Agarbatti in India with a focus on growing its core brands across categories.