Mysore Deep Perfumery House (MDPH), one of India’s top three incense stick (agarbathi) makers, has recently launched new products like hand wash, dish wash, and shining powder. The company is also preparing to launch a new line of products under the Gauved brand, which will be made using cow dung.
Gauved Product Line
Starting this week, MDPH will launch Gauved Sambrani cups, and next month it will introduce Gauved agarbattis, dhoop cups, and dhoop cones. The raw material for these products is dried cow dung, which is turned into powder and used in manufacturing. According to Anshul Agrawal, Director at MDPH, cow dung is believed to have air-purifying properties and is a natural alternative to chemicals.
Recent Launches
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MDPH has launched personal and home hygiene products: hand wash, dish wash, and shining powder.
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The company will also launch a perfume (eau de toilette) under the La Riva brand next month.
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A new premium product, Zed Black 3-in-1 agarbathi, was released last week especially for the Tamil Nadu market.
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The company has introduced 8-inch bamboo-less incense sticks, which come with a special stand and are easy to use anywhere. These follow the earlier launch of 6-inch bamboo-less sticks using upgraded technology.
Also Read | Cattle dung is more valuable than the fodder consumed by cattle: NSO report
Business Divisions and Growth
MDPH has four main business areas:
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Agarbatti and Dhoop – Strong performance in the Indian market.
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Hygiene Products – Camphor and pooja items like oil under the Samparan series have grown over 50%.
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Candy
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Food
In exports, the company has seen big success, especially in the US and Mexico, with incense stick products going to over 40 countries. The new air freshener Blunt Black has performed well abroad, with a 158% growth in the US.
Factory Expansion
The company’s factory in Kshipra, Madhya Pradesh, has grown from 2 lakh to 3.5 lakh sq ft and now employs 1,700 workers, 85% of whom are women. The plant is solar-powered. Across all locations, MDPH has 4,500 workers and 800 more in sales and administration.
Future Plans
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The company is planning to open more depots in Goa and Lucknow.
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MDPH is expanding online and is already available on Swiggy and Big Basket, with Blinkit to be added soon.
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A strong focus is being placed on digital tools to better connect distributors and retailers for orders, supply, and loyalty programs.
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Cricket will remain a big part of MDPH’s advertising strategy because of its wide reach.
Brand Ambassadors
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Cricketer MS Dhoni and actor Hrithik Roshan are brand ambassadors for Zed Black.
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Cartoon character Doraemon promotes MDPH’s candy brand DinDin.
The company also sources its bamboo from the North-East, mainly from Assam and Tripura.
MDPH is continuing to grow by introducing eco-friendly and premium products, improving digital connections, and expanding both in India and abroad.
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