Fragrance Industry 2018-10-30

Like Any Other Businesses, You Need To Keep Evolving With The Upcoming Trends: Khushali Hiten Vadhar

Growing At A CAGR Of 15%, The Industry Is Expected To Grow Exponentially Reaching Rs 12,000 Crore In The Upcoming Five Years

By Content Writer
Like Any Other Businesses, You Need To Keep Evolving With The Upcoming Trends: Khushali Hiten Vadhar

India is ranked first in the production of Agarbattis leaving behind China and many other countries. Exports of incense sticks started to almost 90 plus countries of the world which increased the incense sticks market by 7% per year.

Divine Aroma, a part of the Shashi Group, is the leading manufacturer and exporter of incense and fragrance products for more than 50 years. The brand stands apart owing to its high-quality and eco-friendly products packaged in exclusive designs.

In conversation with Franchise India, Khushali Hiten Vadhar, Director, Divine Aroma, talks about the challenges and trends in the Incense Industry.


The incense sticks and other products have been there since Vedic times and as research shows, it’s not going anywhere in near future.

Talking about the challenges, Khushali, said, “As more tourists are coming down to India, the incense industry is in fact growing. This is the reason the problems in this industry might seem minor. The major challenge one might face in this business would be logistics.”


Keeping the competition in mind, Indian incense industry has brought innovations such as prayer kits and aroma incense boxes that come with accessories to keep up with trends.

Khushali stated, “Like any other businesses, you need to keep evolving with the upcoming trends. Currently, the industry is leveraging on manufacturing, bright colours and also having eco-friendly options without charcoal. This is due to the fact that customers have become more conscious about the environment and are trying to contribute their bit towards making it cleaner.”

Standing out from the crowd

In today’s competitive business world, it can get a little crowded. You must distinguish and make it stand out from others to build a strong and powerful brand. 

Divine Aroma has crafted its franchise model in a creative manner which differentiates it from rest of the franchisees. Their Master Franchise is available with a mere investment of 6 lakhs and with the net profit of 18-25%. In those 6 lakhs, 3.5 lakhs goes into infrastructure. Apart from that, the monthly expenditure such as the admin, logistics, the salary and everything, is being reimbursed by them. So, for running a store, you are not spending anything apart from a little of the royalty fees.

“With this little investment when you get a recurring income, it differentiates from the rest of franchisees. Our Franchise Model is successfully working, and we are planning to expand pan India in 2-3 years” comments, Khushali.

Ideal Franchise Profile

Just like every franchisor, Divine Aroma looks forward to partnering with passionate individuals, who has the ability to look after the day to day operations of the business with zeal and ensure that it runs profitably.

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