Bengaluru: India’s growing trend of joint families splitting into nuclear households has turned into an unexpected boost for agarbatti industry, according to Arjun Ranga, MD, Cycle Pure Agarbathi.“The industry typically grows when a family becomes nuclear. Within a joint family, when somebody moves out, each of those families continue the tradition. Increasing migration has helped in the growth of the agarbatti industry,” Ranga said on Friday. He added agarbattis are increasingly used for meditation, peace of mind, and spiritual practices, and are not only limited to rituals.Karnataka continues to dominate the national incense stick market, contributing over 50% of India’s production and nearly 70% of its agarbatti exports, he said. “Bengaluru and Mysuru have been hubs for agarbatti industry for almost 200 years, and even today, 50% of the industry is based out of Karnataka,” he said.An internal study by All India Agarbathi Manufacturer’s Association (AIAMA) estimates the national market size at Rs 8,000 crore, with global demand for incense sticks witnessing a steady rise. According to Ranga, Karnataka alone meets about 40% of India’s domestic requirements, in addition to its export share.While there are challenges related to export packaging, as different countries have specific packaging requirements, AIAMA is working with the Union commerce ministry to address export challenges. While India exports agarbattis to 145 nations annually, manufacturers face stiff competition from other Asian countries, particularly China. To tackle this, AIAMA plans to organise an Agarbathi Expo in Nov, aimed at strengthening the industry’s position.“The expo will cover aspects like job creation, sourcing of raw materials, women empowerment, and new-age marketing. We believe celebrating our heritage is key to shaping a progressive future for the industry. This platform will also open doors for meaningful collaborations and knowledge exchange across the value chain,” AIAMA president Ambica Ramanjaneyulu, said.The expo is expected to bring together stakeholders from across the country to address challenges and discuss growth strategies for the agarbatti sector.
