MDPH recently launched hand wash, dishwasher and glossy powder
Mysore Deep Parfumery House (MDPH), one of the top three incense sticks (agarbathis) manufacturers in the country, will this week his Gruwved portfolio of products that have cow manure, starting with Sambrani (Benzain), this week.
“We will launch the Gauved Sambrani Cups this week, and by next month we will launch Gadved Agarbatti, Dhoop (incense in cups) and Dhoop -Kegels,” said Anshul Agrawal, director of Deep Parfumery House (Mdph), who is under the brand names.
Zauwvaved will be a different brand of MDPH. The raw material of Gauved is cow manure. The company makes a cow manure powder after drying before it is included in its products.
Anshul Agrawal, director of Mysore Deep Perfumery House
“It is assumed that the (cow manure) has good air purification properties and is a natural product compared to other products,” Agrarwal told Businessline in an online interaction.
Recent launches
MDPH recently launched hand wash, dishwasher and glossy powder. It comes with eau de toilette (edt) perfume, and it will probably be launched next month under the La Riva brand, he said.
Last week the company launched Zed Black 3-in-1 AgarbathisA premium product, especially for Tamil Nadu. The package has inscriptions that say that the incense sticks are specially made for Tamil Nadu.
The company recently launched 8-inch incense sticks without a bamboo-minder on the market, after he had previously introduced six-inch bamboo-minder incevel sticks by upgrading its technology. Usually a bamboo stick keeps the incense together.
The incense sticks from Bamboo-Linder are supplied with a special stand and they can be illuminated anywhere. “The product is well received. Ultimately it is up to the people to decide what they want,” he said.
Business departments
MDPH has divided its activities into four divisions and the Agarbatti and Dhoop and Hygi divisions are performing well on the domestic market. The other two are candy and food production.
“We see high growth in dhoop and bamboo-less incense sticks. In exports there is enormous growth this year.
The Hygiene Division is also good with its camphor that is well accepted in the market. The Pooja (worship) portfolio under the “Samparan” series with Pooja Oil and Camphor has grown by more than 50 percent, he said.
The new MDPH factory in Kshipra, launched after the Covid, in Madhya Pradesh, has been extended to 3.5 Lakh square meters of 2 Lakh square meters, with 1,700 is used. Women make up 85 percent of this. “We have converted the plant into a solar facility and is being run by solar energy,” said Agarwal. In general, the company employs that 4,500 employees have on his payroll and 800 others for sales and administration.
Expansion plans
The company, which cricket player MS Dhoni and Hindi actor Hritik Roshan has for Zed Black as his ambassadors for the past eight and four years, has Doraemon as a brand ambassador for his sweet -worthy brand Dindin.
The company, which is bamboo from the northeast, in particular Assam and Tripura, has tasted success with the launch of Blunt Black Air Freshner abroad. “It is doing extremely well in the US, where we have witnessed 158 percent growth in accordance with our total export market growth,” he said.
Agarwa said that the market for incense sticks witnesses a growth where there is a good demand for premium products, which his Premium Manthan brand witnesses every month of the sale of 3-4 LAKH packages.
With expansion plans, the MDPH director said that the company opened more depots with Goa and Luckknow, which would probably soon reach the list. The company is listed on fast service commercial platforms Swiggy and Big Basket. It will be on Blinkit soon.
“We focus a lot on digitization and we want to create a very robust system, where we work, where all our distributors and retailers are connected to the company in terms of their orders, delivery and loyalty. Everything will be available on a single platform,” said Agarwal. The company will continue to concentrate on advertisements in cricket while connecting the entire contract, he said.
Published on May 24, 2025
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