Ancient Roots, New Beginnings
The story of Damodardas Sugandhi isn't just about fragrant oils; it's a narrative woven into the fabric of Indian history, stretching back to 1872, though
its true origins lie even earlier, around 1820. Initially a family of bankers from Vadnagar, Gujarat, their journey led them through changing political landscapes. They moved from being financial facilitators in the era of Shahaji Maharaj and Sambhaji Maharaj to settling in Pune during the stability brought by the Peshwa rule. Early years in Pune were challenging, with the family initially taking up accounting roles. However, a pivotal connection through Damodardas’s wife opened the door to the world of incense making. This chance encounter, linked to 'Lachhu Sugandhi’s Pedhi', marked the beginning of a fragrance empire, transforming their fortunes and establishing a legacy that would endure for centuries.
From Local Market to Royal Courts
The initial steps into the incense trade were taken in Pune's Ravivar Peth, a locale known for its vibrant Sunday market. This strategic location allowed for the consistent sale of their handcrafted incense sticks, made during the week. The demand grew steadily, leading to the employment of approximately 40 women by the 1860s, all dedicated to the meticulous task of hand-rolling incense. As the business flourished, the need for a formal structure became evident. Damodardas, nearing old age without a direct heir, brought his nephew Bhagwandas from Mumbai into the fold. This partnership officially solidified the enterprise on April 10, 1872. The brand's reach soon extended beyond Pune's borders, with its incense finding favor even in Hyderabad, notably attracting the attention and patronage of the Nawab of Hyderabad. They became known for crafting unusually long incense sticks, measuring one foot, one and a quarter feet, and even two and a half feet, which were considered premium offerings for significant religious ceremonies and temple inaugurations.
Global Footprints & Modern Innovations
The business's trajectory continued its upward climb, embracing global markets even during the colonial era. By 1926, records indicated successful exports to London, where their incense graced store shelves. This international exposure wasn't merely about sales; it fostered learning. British companies like Yardley and Bush engaged with the family, offering insights into fragrance tours and contemporary scent trends. The British market's appetite for sophisticated perfumes and raw fragrance materials inspired the family to adapt their traditional incense for a broader audience. This led to the creation of products like lavender incense and other refined varieties, effectively precursors to today's premium incense offerings. This period demonstrates an early understanding of market adaptation and innovation within a heritage framework.
The Sixth Generation's Vision
Presently, the sixth generation of the Sugandhi family helms the business. Devendra Tribhuvan Das Sugandhi leads the ongoing narrative, with his nephew, Harsh Purushottam Sugandhi, now entering the trade, especially following the family's loss during the Covid period. The company's distinctiveness lies in its unique selling proposition: maintaining ancient formulations while subtly updating fragrances to align with contemporary preferences. While older generations were accustomed to scents rooted in musk and amber, today's consumers often lean towards Western-style perfumes. Rather than direct imitation, the family has ingeniously introduced a novel approach within their traditional framework. This strategy preserves the authentic essence of their products while simultaneously making them appealing to a new demographic, ensuring the brand's continued relevance and appeal.
Diverse Offerings for Today
While incense sticks remain the primary focus, the modern Damodardas Sugandhi enterprise also produces dhoop sticks, attars, and ashtagandh. Their attars are meticulously blended in-house, drawing some raw materials like henna and rose from Kannauj, but the final fusion is distinctly Pune-based, giving their perfumes a unique identity. These attars are predominantly natural, with minimal to no synthetic components, showcasing an unwavering commitment to traditional perfumery while imbuing each product with individual character. Among their incense line, 'Paanadi' stands out as their fastest-selling and most iconic creation. Established favorites like 'Kasturi Amber' and 'Rajdarbari' continue to hold significant appeal. The distinction between Amber and Musk scents is noted, with Amber being more potent, while the 'six-number' variant offers a balanced blend with a subtle amber emphasis.
Adapting to Market Shifts
The market landscape has undergone significant transformations, particularly post-Covid, as noted by owner Devendra Sugandhi. Younger consumers now prioritize enhanced packaging, minimalist designs, and products suitable for gifting. Fragrance has evolved beyond its ceremonial use, becoming a popular choice for personal and corporate gifts. In response, the company has collaborated with a packaging agency to refresh its brand image. E-commerce now accounts for approximately 30 percent of their total sales, driven largely by their website. International clientele spans Europe, with smaller but regular shipments reaching the USA, Canada, and Australia. The competitive environment in Pune has also intensified, with the number of incense makers rising from six to around seventy. The seasonal demand peaks during the Palkhi procession and escalates significantly with Diwali gift box sales.
Sustainable Practices, Enduring Value
Despite escalating raw material costs, with essential oils becoming more expensive due to geopolitical events and rising energy prices, the business maintains stability. This resilience is underpinned by their steadfast adherence to using only natural and sustainable materials. The company rigorously follows BIS (Bureau of Indian Standards) 6 standards, consciously avoiding ingredients that could pose respiratory issues. This commitment to ethical sourcing and production not only ensures product quality but also reflects a deep respect for tradition and a forward-thinking approach to environmental responsibility. It exemplifies how a family can successfully carry forward an ancient craft across centuries, consistently producing fragrances that feel relevant to the present day while being mindful of a sustainable future.
