@Vikas Sharma | Sr Journalist
New Delhi: Dussehra and Diwali is the time of the year when agarbathi has a crucial role to play not only in pooja rituals but also in festive gifting. Lifestyle habits and social influence have a big role to play in one’s inclination towards a particular fragrance. This year Rose agarbathis were in increased demand in Central and North India contributing about 30% of the overall agarbathi sale in the region.
Mr. Sarath Babu, President, AIAMA, said ‘This year agarbathi industry has witnessed a growth of over 20-25% in sales as compared to last year during October-November period. In every market, demand was driven by one or two key fragrances like Sandalwood and Champa in South, Mogra in West, Rose in Central & North and Citrus in East. Rose agarbathis have contributed close to 30% of sale of agarbathis in the region with increased demand from Delhi NCR, Chandigarh, Bhopal and Indore region. With Christmas and New Year nearing, the demand for agarbathi in international market is bound increase at least by 10% over the previous year.’
It is scientifically proven that fragrances have the power to drive one’s mood and behaviour on an instinctive and subconscious level and the best time to include these fragrances in our daily routine is during morning and evening prayer or meditation sessions. These practices help keep our mind calm and composed for the stressful professional or personal life we bound to live.