India Incense Sticks Market Assessment, By Category, Raw Material, Fragrance Type, Packaging Type, Number of Sticks Per Pack, Price Range, End-user, Application, Distribution Channel, Region, Opportunities and Forecast, FY2018-FY2032F

India incense sticks market was valued at USD 1234.5 million in FY2024, expected to reach USD 1950.59 million in FY2032, with a CAGR of 5.89% for the forecast period between FY2025 and FY2032. The market of incense sticks is vibrant as it reflects a combination of spirituality with traditions and tastes and preferences of the modern consumer. As India has a rich and varied cultural heritage, incense sticks hold tremendous value in the country, boosting their demand. Incense sticks are used in temples, homes, and other places for traditional and religious purposes. They have become a part of the daily life of individuals, forming a multi-dimensional market landscape.

India incense sticks market consist of products made with different raw materials, possessing multiple fragrances, and several packaging forms depending upon the tastes and preferences of the consumers. Sandalwood and jasmine are among the traditional fragrances offered in incense sticks, while the modern fragrances incorporate exotic blends and herbal essences, providing vast range of options to the customers.

Moreover, as the concern towards environment and sustainability is rising, eco-friendly and natural products in organic incense sticks are entering the market on a large scale. In January 2024, the Ayodhya Municipal Corporation, in partnership with Phool, launched a project to produce incense sticks by collecting and recycling flower waste. The product is planned to be offered at the local temples. The project aims to keep the temples and environment clean by putting the offered flowers to its best use.

Therefore, considering the cultural significance of incense sticks along with evolving consumer preferences, the market shows a great scope for expansion and innovation in the future.

The world's largest raw agarbatti factory is located at Rampipliya, Indore, Madhya Pradesh. This is MDPH's third manufacturing unit, built on 15 acres of land with a constructed area of 3.35 thousand square feet. The solar-powered factory manufactures over 3.5 crore raw agarbattis daily using over 800 machines.

Increasing Demand for Anti-Mosquito Sticks to Fuel the Market Growth

The demand for incense sticks in India is largely fueled by the growing popularity of anti-mosquito incense stick, popularly known as mosquito repellent agarbattis in India. These innovative incense sticks, infused with natural ingredients such as citronella, neem, and eucalyptus, provide a dual advantage of repelling mosquitoes while simultaneously emitting pleasant fragrances. With India being prone to mosquito-borne diseases, such as dengue, malaria, and chikungunya, the need for effective mosquito control measures is essential. Anti-mosquito agarbattis provide a convenient and eco-friendly solution, integrating with consumer preferences for natural and chemical-free products, particularly in households with children and pets.

The demand for these mosquito-repellent incense sticks is increasing, as they offer an affordable and hassle-free alternative to traditional mosquito coils and sprays. Furthermore, manufacturers are promoting the trend by introducing a wide range of fragrances and packaging options, enhancing consumer choice and further boosting the market growth.

In February 2024, Godrej Consumer Products Limited launched anti-mosquito Goodknight Agarbatti. The product is the country's first ever legal anti-mosquito sticks. The company uses Renofluthrin in the manufacturing process, which is a molecule two times more effective than other molecules used in home insecticides in India.

Celebrity Endorsements Propelling the Growth of the Market

Celebrities significantly influence consumer preferences, and their endorsement significantly impact product sales. In the Indian incense sticks market, celebrity endorsements have become a powerful marketing strategy, leveraging the stars' popularity to enhance brand visibility and credibility. Celebrities, especially those associated with spirituality, wellness, or traditional values, are often chosen to endorse incense stick brands. Their endorsement attract attention and promote the product with desirable qualities such as calmness, positivity, and authenticity.

Additionally, social media presence of celebrities enhances the brand's message, reaching a wider audience and promoting engagement. Their posts featuring incense sticks in their daily routines or spiritual practices serve as a powerful reminder for their followers to buy the product. Celebrity collaborations for special edition fragrances or packaging create buzz and excitement, driving sales and boosting brand loyalty among fans.

In March 2023, Hari Darshan Sevashram Private Limited launched two new products, Pure Series Natural Incense Sticks and Natural Series Premium Masala Agarbattis, endorsed by Juhi Chawla. While the former ones are herbal incense sticks without any carbon, the latter ones are charcoal-free handcrafted incense sticks containing herbs, wood powder, and organic essential oils.

Sustainability Factor Transforming India Incense Sticks Market

Sustainability is becoming a major factor in India incense sticks market, with a significant focus on bamboo and charcoal. As consumers become increasingly aware of environmental issues, there is a growing demand for eco-friendly alternatives that minimize ecological impact.

Bamboo is a significant component of traditional incense stick production, but its widespread use raises concerns about deforestation and habitat loss. Bamboo-less incense sticks have gained popularity, providing a sustainable alternative that reduces reliance on bamboo resources and helps preserve forests. Similarly, charcoal is commonly used as a binding agent in incense sticks, creating environmental challenges due to its association with deforestation and air pollution. Charcoal-free incense sticks address these concerns by eliminating charcoal from their composition, resulting in cleaner burning and reduced emissions of harmful pollutants. By prioritizing sustainability through bamboo-less and charcoal-free alternatives, India incense sticks market contributes to environmental conservation efforts and develops a more sustainable future.

In November 2023, Zed Black introduced its latest festive range of incense sticks including bamboo-less incense sticks, charcoal-free incense sticks, and masala agarbattis. The latest collection falls in the premium price range and is curated according to the evolving tastes and preferences of the consumers.

Karnataka Holds the Largest Market Share

Karnataka, a South Indian State, plays a prominent contributor in India incense sticks market, boasting the largest share in the country. The state's popularity in the industry is primarily attributed to its rich cultural heritage, favorable geographic conditions, and robust manufacturing infrastructure. Out of five lakhs people working in India incense sticks industry, three lakhs hail from Karnataka.

One key factor contributing to Karnataka's dominance in incense sticks market is abundant availability of raw materials, particularly bamboo, which is essential for making agarbattis. Additionally, Karnataka has a skilled workforce and a tradition of craftsmanship passed down through generations, ensuring the production of high-quality incense sticks that cater to various consumer preferences.

Further, the state government encourages its people to promote the incense industry. In November 2022, Chief Minister Basavaraj Bommai inaugurated AIAMA Expo 2022, the largest International Agarbathi Expo & Conference, held at Palace Grounds in Bangalore. Organized by the All India Agarbathi Manufacturing Association (AIAMA), this event marked the first of its kind for the Agarbathi industry. Running from November 24th to 26th 2022, the three-day expo revolved around the theme 'Traditionally Modern'. In fact, Department of Post issued a special edition of picture postcards to celebrate the historic event.

Future Market Scenario (FY2025 - FY2032F)

India incense sticks market will witness a surge in demand for eco-friendly and natural products, driving innovation towards bamboo-less, charcoal-free, and organic variants to meet consumer preferences for sustainability.

Advancements in manufacturing processes and packaging technologies will enhance product quality, efficiency, and shelf life, offering consumers a wider range of choices and convenience in using incense sticks.

With increasing international interest in Indian traditions and wellness practices, India incense sticks market will experience growth in exports, tapping into new markets worldwide and diversifying revenue streams for manufacturers.

Key Players Landscape and Outlook

India incense sticks market is characterized by a diverse landscape of key players ranging from large corporations to small-scale manufacturers and artisans. The market outlook appears promising with continued innovation, expansion of distribution channels, and growing emphasis on sustainability. Key players are expected to invest in research and development to introduce new fragrances, packaging designs, and eco-friendly variants to meet evolving consumer preferences.

In August 2023, Cycle Pure Agarbathi, the brand under N. Ranga Rao & Sons Pvt. Ltd., launched a new series of enhanced fragrances called Rhythm. This release marked the brand's 75 years of excellence, commitment to service, and innovation. The launch event was honored by the presence of Sourav Ganguly, the former Indian Captain and Brand Ambassador of Cycle Pure Agarbathi.

Additionally, strategic collaborations, acquisitions, and partnerships may shape the competitive landscape as companies aim to strengthen their market presence and expand into new geographies. The increasing adoption of digital marketing strategies and e-commerce platforms is likely to enhance brand visibility and consumer engagement.