In an exclusive interaction with MediaBrief, Anshul Agrawal, Director, Mysore Deep Perfumery House and Zed Black, speaks about Zed Black’s strategy for the upcoming festive season and discusses the new and innovative products launched by the brand, designed to elevate the sensory experiences of customers. He also speaks about the brand’s packaging innovations and highlights how they are playing a role in attracting customers.
Agrawal also discusses the marketing strategies and media mix for the festive season and speaks about Zed Black’s market share, its target revenue, and sales goals.
Zed Black’s new launches for the festive season
Elaborating on the special initiatives and new product launches by Zed Black for the festive season, Anshul Agrawal discusses their D2C platform called orvahome.com, which is focused on products designed to elevate the sensory experiences of customers. He also sheds light on the launch of Zed Black’s essential oils, reed diffusers, and hand wash on the platform under their Home and Hygiene vertical, Orva.
Speaking about the new products that the brand has lined up for the festive season, Agrawal says, “We are excited to announce several new product launches at our company, starting with Zed Shine Shining Powder. This innovative product has quickly gained popularity, thanks to its effectiveness and competitive pricing. Available in two sizes, 75 grams and 200 grams, Zed Shine Shining Powder caters to a growing trend in India centered around ritualistic practices. This product is set to become a key player in this emerging category.”
Another noteworthy addition, he adds, is its Bambooless Agarbatti. “This unique six-inch, charcoal-free incense stick, free from bamboo, has been met with an enthusiastic response. After successfully launching Rose, Mogra, and Sandal variants last year, we have expanded the series to include new fragrances: Guggal, Kaccha Bela, and Camphor.”
Agrawal is also enthusiastic about a new concept from the brand, Kesar 3 in 1. “We’re thrilled to introduce a new concept, Kesar 3 in 1. This innovative product offers three distinct Kesar fragrances—Kesar Rose, Kesar Chandan, and Kesar Kasturi—within a single pack.
“Building on the legacy of our popular 3 in 1 format, Kesar 3 in 1 brings a fresh twist to a customer favorite that has been a bestseller for over a decade. In addition, we’ve launched La Riva Agarbatti, featuring an extraordinary Oudh-based fragrance that stands out as one of the most remarkable scents we’ve ever developed,” he adds.
According to Anshul Agrawal, customers are already raving about this luxurious new offering.
Further, he reveals, “In the personal care segment, we’ve introduced two new hand wash variants: Red Cherry and Creamy Care. Red Cherry offers a delightful cherry fragrance, while Creamy Care is a moisturizing formula designed for soft, smooth hands. We’ve also expanded our Home product range with the launch of a new Dishwash Tub.
Lastly, we are excited to announce that our new Orva Body Wash will be available by the end of this month, further broadening our personal care and hygiene offerings.”
Zed Black’s festive season strategy
Sharing insight on Zed Black’s marketing strategies and campaigns for the upcoming festive season, Anshul Agrawal says that Agarbatti is a mass product that is mostly sold in rural markets, and Zed Black is very popular among this target group.
Agrawal shares, “We plan to target the masses, and thus print, i.e., newspaper advertising, and television are the best mediums for us. We believe in conventional mass appeal and have found success in television and print advertising. Besides this, we also advertise during big-ticket cricket tournaments. This year, we are planning to explore GEC channels as well and tie up with reality shows.”
Zed Black’s packaging innovations
Addressing the experimentation and innovations in packaging done by Zed Black, such as larger monthly packs and zipper pouches, he reveals how these changes have attracted buyers.
“Charcoal-Free Agarbatti has been a significant trend in the agarbatti industry over the past decade, and Zed Black has been at the forefront of this movement. We’re excited to introduce our latest innovation: the White Series, featuring large zipper packs of Charcoal-Free Agarbatti in Rose, Mogra, Sandal, and Champa scents. These packs are designed with convenience in mind, featuring a handle for easy carrying and resealable zippers to maintain freshness,” says Agrawal.
He continues, “In our lineup of innovative products, we’ve launched the 3-in-1 Sambrani Cups, another concept gaining popularity. To cater to the growing demand for larger pack sizes, we’ve introduced Sambrani Cups in a jar, available in a convenient monthly pack. The reusable jar not only provides a practical storage solution but also ensures the product remains fresh and ready for use.”
Zed Black’s market share
With the current agarbatti market valued at over ₹7,000 crore, Agrawal expands on how Zed Black has maintained its market share and how he sees the agarbatti market evolving over the next few years.
“One of the key factors behind Zed Black’s ability to maintain and expand its market share is our unwavering commitment to consistent quality. We ensure that our established products continue to meet the high standards our customers expect,” explains Agrawal.
“We focus on introducing innovative new products to the market,” says Agrawal. Citing an example, he adds, “Last year, we successfully launched Camphor, Bhimseni Camphor, and Hand Wash. This year, we’ve introduced groundbreaking concepts like the 3-in-1 Sambrani Cup.
Zed Black’s marketing strategies
In the competitive landscape of modern marketing, standing out requires both innovation and strategic execution. Outlining Zed Black’s approach, Agrawal says, “We leverage strong branding and advertising strategies to reinforce our market presence. Our brand ambassadors, Dhoni and Hrithik, feature prominently on our packaging, TV ads, and print campaigns, adding significant value to our brand.
“We’ve also made strides in advertising through sports, particularly cricket. Recently, during the India-Sri Lanka series, we utilized 3D ads that aired during gameplay, ensuring maximum visibility. Unlike traditional ads that often lead viewers to switch channels or check their phones, these in-game ads capture attention effectively, keeping our brand top-of-mind,” adds Agrawal.
Zed Black’s target revenue and sales goals
Elaborating on Zed Black’s target revenue and sales goals for this festive season, Agrawal mentions, “We are projecting a year-on-year growth of 15 to 18 percent, driven by a focused strategy for the year. Our first priority is to introduce new products just in time for the upcoming festivals, expanding our product range to meet consumer demand.
“With the completion of the second phase of our Kshipra unit in Indore (Madhya Pradesh), our manufacturing capacity has significantly increased. The Kshipra factory has expanded from 1.9 lakh square feet to 3.5 lakh square feet, enabling us to better meet market demands. To support this growth, we’ve also expanded our sales team by 15 percent, putting more feet on the ground to boost our market presence.
“Our visibility in modern trade has improved, as we are now present in nearly all major channels, enhancing both brand recognition and product availability. Our e-commerce channel is also experiencing remarkable growth, with a 70 percent year-on-year increase in the first four months alone. This channel continues to perform exceptionally well, contributing to our overall success,” concludes Agrawal.
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