Lance Carson
Incense is an integral part of Indian culture and holds tremendous value in the country. The Indian incense market is vibrant and growing, reflecting a combination of spirituality, tradition, and modern consumer tastes. There are about 5,000 incense companies in India, with the state of Karnataka being the leading producer of incense sticks, or agarbatti in Hindi. The market offers a wide range of fragrances, from traditional scents like sandalwood and jasmine to modern blends with herbal essences. In addition to their use in religious and spiritual practices, incense sticks are also gaining popularity as natural mosquito repellents in a country prone to mosquito-borne diseases. With increasing consumer awareness about natural and organic products, rising disposable incomes, and expanding distribution channels, the Indian incense market is expected to reach USD 1950.59 million in FY2032.
| Characteristics | Values |
|---|---|
| Number of incense companies in India | 5,000 |
| Number of women employed part-time at home by incense companies | 200,000 |
| Number of main companies | 25 |
| Number of companies based in Bangalore | 500 |
| Leading producer of incense in India | Karnataka |
| Other major incense-producing cities in India | Mysore and Bangalore |
| Number of countries HemIncense supplies to | 70+ |
| Number of fragrances sold by HemIncense | 400+ |
| Number of incense sticks in a large display package from IncenseSales.com | 12 dozen |
| Number of incense sticks in an original display package from IncenseSales.com | 9 or 18 dozen |
| India incense sticks market value in FY2024 | USD 1234.5 million |
| India incense sticks market expected value in FY2032 | USD 1950.59 million |
| India incense sticks market CAGR between FY2025 and FY2032 | 5.89% |
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What You'll Learn
Indian incense companies and manufacturers
India is considered the incense capital of the world, with about 5,000 incense companies operating in the country. The state of Karnataka, known as the Capital of Agarbathi (Incense Sticks), is the leading producer of agarbathi in India, with Mysore and Bangalore being the main manufacturing centres of scented agarbathi.
Hem Incense
Hem Incense is a leading agarbatti (incense stick) manufacturer and supplier in India, with a presence in over 70 countries worldwide. The company was founded by three brothers in 1983 and manufactures a vast range of perfumed agarbatti. Their premium flagship collection, 'HEM PRECIOUS', is the most loved by their customers. Hem Incense has state-of-the-art manufacturing facilities located in Mumbai and Bengaluru.
Ashic Agarbatti
Ashic Agarbatti is a top incense sticks manufacturer, supplier, and exporter in India, offering premium-quality bamboo incense sticks made with natural ingredients. The company was established in Sivakasi, Tamil Nadu, in 2019 and has since become a leading name in the incense industry. Ashic Agarbatti's incense sticks are known for their strong and pleasant fragrances, eco-friendliness, and long-lasting scent.
Moksh Agarbatti
Moksh Agarbatti is an Indian incense producer based in Bangalore, founded in 1996. They are the creators of the famous Swarna Champa brand and are a popular company in India, advertising on TV. They have three manufacturing plants in Bangalore to meet the high demand for their products. Moksh Agarbatti produces a range of incense scents, including both perfume-dipped and traditional masala varieties.
N. Ranga Rao & Sons Exports
N. Ranga Rao & Sons Exports is a large incense manufacturer based in Mumbai, India, exporting to over 60 countries. The company was founded in 1948, and some of its incense brands include Flute, Cycle, Lia, Angel, Woods, and Rhythm.
Mysore Sugandhi Dhoop Factory
The Mysore Sugandhi Dhoop Factory, started in Bangalore in 1934, claims to be the first Indian incense exporter. They are a significant producer of incense in India, known for their heavily perfumed incense sticks.
Satya Sai Baba
Satya Sai Baba is a brand name used by the Shrinivas Sugandhalaya company, founded in 1964 by Shri Satyam Setty. They are one of the largest incense producers in India, employing approximately 2,500 people. Their blue box nag champa is their claim to fame, along with other iconic scents like 'Aastha' and 'Super Hit'.
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Incense ingredients and fragrances
Indian incense, also known as agarbatti, is a fragrant blend of natural aromatic materials. It has been an integral part of Indian culture and spirituality for centuries. The burning of incense can act as a doorway to spirituality, be it formal or informal, recognised religion or secular. The basic ingredients of an incense stick are bamboo sticks, paste (generally made of charcoal dust or sawdust and jiggit or joss/gum/tabu powder—an adhesive made from the bark of litsea glutinosa and other trees), and the fragrance ingredients.
The fragrances used in Indian incense are typically a masala powder of ground ingredients, though more commonly, a solvent of perfumes and/or essential oils is used. Some incense makers also dip the sticks in fragrant oils. The term masala is now being used for the powder on the outside of the incense stick. Various resins, such as amber, myrrh, frankincense, and halmaddi are used in traditional masala incense, usually as a fragrant binding ingredient. Some resins, such as gum Arabic, may be used where no fragrance is desired from the binding agent.
According to the Mahabharata, incense can be classified into three types: niryasa, sarin, and kritrima. Niryasa refers to resins from Commiphora wightii, Shorea robusta, and Boswellia serrata. Sarin refers to heartwoods from aloeswood, sandalwood, roots, flowers, and herbs. Kritrima refers to artificially produced ingredients like jaggery or molasses from sugarcane. A blend of these three types of ingredients has formed the basis of incense-making since ancient times.
Other common fragrances used in Indian incense include jasmine, patchouli, saffron, sandalwood, kastoori/musk, opium, and agarwood.
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Incense market size and growth
Incense is a significant part of Indian culture and heritage, with the country being home to around 5,000 incense companies. The incense market in India is vibrant and growing, reflecting the combination of spirituality, tradition, and the tastes and preferences of modern consumers. The market is valued at USD 1.2 billion in 2024 and is projected to reach USD 1.95 billion by 2032, with a CAGR of 5.89% during the forecast period from 2025 to 2032.
The growth of the incense market in India can be attributed to several factors. Firstly, there is an increasing consumer awareness about natural and organic products, as well as a rising demand for spiritual and wellness products. The cultural significance of incense in India, with its use in religious rituals and customs, also plays a crucial role in driving the market growth. Additionally, the presence of numerous temples in the country, especially in South India, which regularly use incense in their spiritual practices, further boosts the market. The southern states of India, with their rich cultural heritage and skilled workforce, are the largest market for incense sticks in the country.
The rising disposable incomes of consumers and the increasing international interest in Indian traditions and wellness practices are also contributing to the growth of the incense market. Manufacturers are introducing innovative fragrances, such as fruity and floral scents, and mosquito-repellent incense sticks, which are becoming increasingly popular due to India's proneness to mosquito-borne diseases. Furthermore, the easy availability of raw materials and low operational costs are anticipated to drive market growth.
The incense market in India is highly competitive, with about 25 major companies accounting for up to 30% of the market share. Bangalore, in the state of Karnataka, is a leading producer of incense in the country, with many significant companies based in the city. Hem Incense, a leading manufacturer and supplier of incense sticks in India, has a global presence in over 70 countries. Phool, another Indian incense brand, has obtained coveted certifications and is known for its luxury fragrances and superior product experience.
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Incense production methods
The basic ingredients of an incense stick are bamboo sticks, paste (generally made of charcoal dust or sawdust and jiggit, a type of adhesive made from tree bark), and perfume ingredients. The perfume ingredients can be either a masala (powder of ground ingredients) or a solvent of perfumes and/or essential oils.
Incense comes from tree resins, as well as some flowers, seeds, roots, and aromatic barks. In ancient times, only naturally fragrant resins or woods like sandalwood and patchouli were used for incense. Modern fragrance production, however, allows for virtually any scent to be duplicated, including green tea, candy cane, blueberry, pumpkin pie, and gingerbread incense.
The production of incense may be done by hand, by machine, or a combination of both. There are semi-automatic machines for applying paste and perfume-dipping, as well as fully automated machines that apply paste and scent. However, the bulk of production is typically done by hand-rolling at home. In India, there are about 5,000 incense companies that take raw, un-perfumed sticks hand-rolled by approximately 200,000 women working part-time at home. These companies then apply their own brand of perfume and package the sticks for sale.
To make incense sticks, the base paste is applied to the bamboo stick and then, while still moist, it is rolled into a fine wood powder and left to dry for several days. The incense may also be dipped into a scented solvent. Once dried, the sticks can be cut to meet product specifications.
Incense is burned to release the essential oils locked in the dried resin. It can be heated using charcoal, makko, or mica atop charcoal. When burning incense sticks or cones, one end is lit, the flame is fanned out, and the incense is allowed to burn on its own.
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Incense sales and distribution
The Indian incense market is vibrant and growing, reflecting a blend of spirituality, tradition, and modern consumer tastes and preferences. The market is expected to expand due to factors such as consumers' increasing awareness of natural and organic products, rising demand for spiritual and wellness items, expanding distribution channels, and growing disposable incomes. It was valued at USD 1234.5 million in FY2024 and is projected to reach USD 1950.59 million in FY2032.
There are about 5,000 incense companies in India, with around 200,000 part-time women workers hand-rolling the raw, unperfumed sticks at home. These companies then apply their brand of perfume and package the sticks for sale. An experienced home worker can produce 4,000 raw sticks per day. Approximately 500 companies, including many major ones, are based in Bangalore, in the state of Karnataka, known as the Capital of Agarbathi (Incense Sticks). Karnataka is the leading producer of agarbathi in India, with Mysore and Bangalore being the main manufacturing hubs.
Some of the major incense manufacturers and suppliers in India include HemIncense and Phool. HemIncense has been in business since 1983 and sells over 400 fragrances and other perfumed products such as oils, diffusers, candles, and soaps. They supply their products to over 70 countries worldwide. Phool is India's first D2C wellness brand to obtain Fair for Life-Fairtrade and Ecocert Organic & Natural certifications. Phool collects millions of sacred flowers from Indian temples and employs over 300 women from marginalized communities to upcycle these flowers into incense products. Phool has partnered with the Ayodhya Municipal Corporation to produce incense sticks by collecting and recycling flower waste.
The Indian incense market is heavily influenced by celebrities, particularly those associated with spirituality, wellness, or traditional values. Celebrity endorsements have become a powerful marketing strategy, leveraging stars' popularity to enhance brand visibility and credibility. Social media presence is also essential, as it helps spread the brand's message to a wider audience.
Incense from India is available for purchase online through websites such as incensesales.com, which offers various fragrances and sizes, including The Original, The Large Size, and The Long Stick.
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Frequently asked questions
Some companies that sell India incense include Phool, Hem Incense, and Incense Sampler Works.
India incense can be bought directly from the companies' websites, such as Phool.co and HemIncense.com.
India incense comes in a variety of fragrances, including jasmine, sandalwood, and cedarwood. They also come in different forms, such as sticks and cones.
India incense has a rich cultural heritage and is used for spiritual and religious purposes. It is also made with natural ingredients and eco-friendly practices, offering an affordable and hassle-free alternative to traditional mosquito repellents.
