AIAMA to adopt BIS certification for agarbathi industry to benchmark quality

The All-India Agarbathi Manufacturing Association (AIAMA) on Friday said it would adopt the Bureau of Indian Standards (BIS) certification to maintain a quality benchmark for the ₹8,000-crore agarbathi industry in India.

Ambica Ramanjaneyulu, president of the AIAMA, told The Hindu that the apex body was focusing on value addition, premiumisation, innovation, and quality. “Through this initiative, we aim to instil pride and deepen the sense of belonging among all stakeholders in the agarbathi ecosystem,” said Mr. Ramanjaneyulu, who is also the director of Ambica Agarbathies Aroma & Industries based in Hyderabad.

Addressing the media, Arjun Ranga, immediate past president of AIAMA and MD of Cycle Pure Agarbatti, said, “Over the years, the global demand for agarbathis has witnessed a significant rise. Our vision is to bring the entire agarbathi fraternity up to speed with the evolving business landscape and more exciting opportunities.”

According to him, India currently produces between 16,000 tonnes and 20,000 tonnes of incense sticks a month, and over two lakh women are employed in the industry. The country exports ₹1,000 crore worth of agarbathis to 120 countries, while 80% of the production is sold in domestic markets. The AIAMA directly and indirectly represents over 800 and 3,000 agarbathi manufacturers, respectively, across the country. Cumulatively, the industry has over 5,000 different agarbathi products.

As a step towards building a holistic ecosystem, the AIAMA will organise a three-day expo and conference scheduled from November 6 to 8 in Bengaluru, which will feature discussions on various issues including policies, employment opportunities, sourcing raw materials, trends around consumer behavior, and new products, packaging innovations and technology upgradation.

“The showcase will feature rare agarbathi samples, iconic photographs, prestigious awards, and other significant memorabilia. It is designed not only to honour the journey of the industry but also to inspire future generations of agarbathi entrepreneurs,” said Mr. Ranga, who is also the chairperson, AIAMA EXPO.

To be spread across 1,20,000 sq. ft, the expo will feature curated seminars that would cover various aspects of the agarbathi industry, including job creation, sourcing of raw materials, research on new fragrances, packaging developments, women empowerment, export opportunities and new-age marketing. The expo would be held in support of the Fragrance and Flavours Association of India (FAFAI), Mumbai; the Fragrance and Flavour Development Centre (FFDC), Kannauj; and the Essential Oils Association of India (EOAI). Over 5,000 delegates and exhibitors from India, Vietnam, Indonesia, and a few European countries are expected to participate.

Commenting on growth, Mr. Ramanjaneyulu said the industry was witnessing an emergence of newer products like yoga, meditation, and non-prayer niches. The demand for prayer products, especially agarbathis, has seen a sharp increase in the last five years in India and across the globe, found a study done by the AIAMA.