In the bustling city of Indore, a humble garage harbored the seeds of a groundbreaking success story. In 1992, Prakash Agrawal took a bold step, channeling his entrepreneurial spirit into the world of agarbattis. Armed with a loan of Rs. 5 lakh and a determination to excel, he laid the foundation of Mysore Deep Perfumery House (MDPH), a name now synonymous with innovation and quality in the agarbatti industry.
Undeterred by initial setbacks in various business ventures, Agrawal’s entrepreneurial journey took a remarkable turn when he chose to challenge conventional wisdom. Rejecting his mother’s suggestion to become a distributor, he set out to establish his mark as a manufacturer. In the thriving Indian agarbatti market of the 90s, Agrawal saw an opportunity and seized it.
MDPH Journey
Agrawal’s start might have been modest, but his aspirations were anything but. Alongside his brothers, Shyam and Raj Kumar, he embarked on crafting agarbattis within his garage’s confines. Guided by Agrawal’s mother, who lent her watchful eye to the labor and production processes, MDPH took its first steps toward growth.
The road to success wasn’t without its challenges. Breaking the stronghold of established agarbatti hubs like Bengaluru and Mysuru was no small feat. Prakash Agrawal tackled this obstacle head-on by carving a niche for his brand, Purab Paschim Uttar Dakshin. He fine-tuned his offerings to suit local preferences, slowly but surely building a loyal customer base over six years of relentless efforts.
The game-changer, however, was the introduction of Zed Black in 2000. Agrawal’s brainchild aimed to redefine the agarbatti experience, combining diverse aromas with consistent quality and affordability. The gamble paid off spectacularly. Zed Black rapidly climbed the ranks, setting new standards for the industry and capturing the imagination of consumers across India.
“Today, the company has four manufacturing units in Indore with a cumulative floor space of 6.5 lakh square feet. The third unit we set up in 2018 is the world’s largest raw agarbatti manufacturing unit and has more than 550 machines. More than 2,000 workers are involved in the manufacturing process across our units, out of which 75 percent are women,” Ankit reflects as told to a publication.
But success rarely comes without its share of trials.
In 2003, a devastating fire engulfed MDPH’s factory, threatening to extinguish the progress Agrawal had made. However, resilience proved to be the company’s most vital asset. With an already tested business model in hand, MDPH sprung back to life, reinstating itself as a major player in the agarbatti market.
MDPH’s growth story, now fueled by the success of Zed Black, continued unabated. The company expanded its manufacturing facilities, establishing its position as an industry leader. Diversification became a strategic move, leading MDPH into the realms of dhoopbattis, essential oils, mosquito coils, and more. Despite diversification, agarbattis remained the heart of the business.
The brand’s astounding reach is a testament to its success. With over 7.5 lakh retailers and 3,500 distributors, Zed Black’s fragrant offerings touch the lives of millions daily. Exporting to nearly 30 countries, MDPH has truly cemented its status as a global player. The company’s extensive network of company-operated depots speaks volumes of its commitment to quality and accessibility.
As MDPH looks to the future, it’s clear that the journey is far from over. The aim is to not just lead but dominate the Indian agarbatti market while simultaneously expanding its global footprint to over 60 countries. Social media platforms like Facebook, Twitter, Instagram, and YouTube have become the battlegrounds for attracting married women aged 30 to 50, the primary consumers of agarbattis for religious rituals. E-commerce giants like Amazon and Flipkart further facilitate Zed Black’s accessibility.
The marketing strategies of MDPH are as diverse as its product range. From TV and newspaper ads to distributor conferences and product sampling initiatives, the brand leaves no stone unturned. As MDPH sets its sights on venturing into camphor and chandan tika production and even forays into the food and confectionery space, the journey ahead promises to be as aromatic as its incense sticks.