* In spite of COVID the demand for Masala Agarbathi has grown by 25% in the last one year states All India Agarbathi Manufacturers Association (AIAMA)
COVID has impacted our buying patterns in many a ways. According to All India Agarbathi Manufacturers Association (AIAMA), the pandemic has revived the interest in nostalgic experiences including Masala Agarbathies significantly. As per the association, the demand for Masala Agarbathies has grown by 25% in the last one year. Masala Agarbathi is a traditional variety of Agarbathi that uses resins, spices, herbs and other natural materials and are made through hand rolling. The traction is not just restricted to metros even in rural areas the demand for Masala Agarbathies have been growing steadily. As per AIAMA even in the international market the interest in Masala Agarbathies have increased by 30%. United States of America is one of the leading markets that has embraced the fragrance of Masala Agarbathies in a big way.
Elaborating on the growing market for Masala Agarbathies, Mr. Arjun Ranga- President, AIAMA, said, “Indian Agarbathi is the fragrant ambassador of our Nation and Masala Agarbathies have become the change makers. Masala Agarbathies releases a very unique yet soothing fragrance and this seems to have caught the attention of consumers. In fact, Masala Agarbathies have helped the industry to move beyond prayer. It has helped the industry to tap into new customer bases and increase the market penetration, both domestically as well as internationally.”
“The growing demand for Masala Agarbathies have also helped in reviving the traditional form of Agarbathi making. Masala Agarbathi requires skilled talent with a know-how of hand rolling. The growing interest has helped in encouraging more number of people to learn the skill and join the industry. Today more than 25,000 women from across the heartlands of Karnataka, Tamil Nadu and Gujarat are engaged in making Masala Agarbathies and the industry is helping them with gainful employment.” added Mr. Arjun Ranga.
With CAGR of around 3.6% the Indian Agarbathi has been growing significantly over the years. The current retail value of the industry is around INR 7,500 crores and with a revenue of INR 1000 crores the industry is also one of the leading exporters in the county. Despite COVID induced challenges like lockdowns as well as logistic hurdles the industry has managed to maintain its sales and has been instrumental in providing gainful employment to the industry. The growing acceptance of different variety of Agarbathies will enable the industry to scale its growth.
About All India Agarbathi Manufacturers Association (AIAMA):
Established in the year 1949 as MOMA (Mysore Oodabathi Manufacturers’ Association) by seven founding members, AIAMA has been working tirelessly towards encouraging the growth of Agarbathi industry and allied products in India. In the early 80’s, with increased interest and participation of manufacturers from other Indian states, MOMA was renamed to ‘All India Agarbathi Manufacturers Association’ (AIAMA). With head office in Bengaluru, at present more than 800 Agarbathi manufacturers across India are life members with AIAMA. The association has been aggressively working with the industry peers, policy makers and government bodies to address various issues of the Agarbathi and allied industries. Association’s efforts are not only restricted to the support and growth of Agarbathi industry in the domestic market, but also to drive for demand growth in the international markets.
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