Strong quality control, reliable production and clear brand positioning will be critical tools for brands success, writes Anshul Agrawal, Director Mysore Deep Perfumery House (MDPH) and Zed Black
The Indian incense and fragrance industry is evolving. It is no longer about tradition or temple rituals anymore, it has become a modern, goal driven category that fits easily with wellness, home decor, and global luxury. What was once a price-sensitive, mass-market business is now attracting premium buyers, exploring international markets and customers, and a new generation of buyers who see incense as part of their lifestyle, not just a daily necessity.
Here is what will really shape the sector in 2026.
Premiumisation Is Reaching Everywhere
Consumers are upgrading quickly. They are tired of synthetic-heavy, short-burning sticks. They are ready to pay more for fragrances that feel authentic and rich. Notes like oud, musk, amber, sandalwood blends, and modern aromatic accords are becoming popular. This shift is not limited to big cities anymore, consumers in tier 2 and tier 3 cities are selecting better products. This change is visible due to increasing incomes, social media exposure, and the simple joy of owning something that smells great and lasts longer.
It is no longer about low price alone. Brands that invest in premium packaging, excellent storytelling, and who have truly superior fragrances will definitely stand out. It is about delivering a real experience.
Wellness And Spirituality Are Coming Together
The recent pandemic changed how people perceive their homes and mental well-being. In 2026, incense will move beyond pooja rooms and it will be used for meditation, yoga, sleep, relaxation, and creating a calm atmosphere at home.
Demand is growing for low-smoke agarbatti, bambooless sticks, backflow cones, dhoop cones, essential oil diffusers, and aromatherapy blends. People need products that help them relax after a long day or set the right mood in the evening. They are willing to pay for quality that actually works.
The dependence on general trade is fading. In 2026, brands will need to be present everywhere like online marketplaces, quick-commerce platforms, D2C websites, modern retail stores, and even pop-ups and fragrance bars where customers can smell and choose the products they like.
Rural and smaller towns are opening up thanks to better logistics and growing brand awareness. Data driven decisions and hyperlocal product planning will separate the leaders from the rest.
Exports Offer Huge Potential
India is already the world’s largest exporter of incense. Now the real growth is starting as global consumers are drawn to Indian spirituality, Ayurveda, natural ingredients, and plant-based products. Yoga and meditation are mainstream, and Indian incense brands are finding space in regular retail stores in the US, Europe, Middle East, Africa, Australia, and Southeast Asia.
Brands with strong manufacturing, consistent quality, fresh fragrances, and attractive packaging can grow globally much faster than before. The export story is not just about low-cost supply anymore. It is about building real global brands.
Innovation Will Decide The Winners
Today’s consumers are always on the lookout for something new. They are trying new product ranges like scented sachets, car diffusers, room sprays, and premium home-aroma kits. Consumers also want longer burn times, charcoal-free and low-smoke options, sustainable packaging, and biodegradable materials. Brands that can launch products fast, test them, and scale winners quickly will win. Agile manufacturing and smart forecasting will become essential.
Competition Is Growing, And So Are The Risks
New companies are entering the market. Private labels, regional brands, and new companies are bringing price pressure. Also, the rising costs of natural oils, counterfeit products, and supply chain challenges are bound to test every company.
The biggest risk is loss of trust. Consumers are becoming more careful and one bad experience with poor quality or inconsistent fragrance can hurt a brand possibly for a long time. Strong quality control, reliable production, and clear brand positioning will be critical tools for brands success.
At Zed Black, we have always believed in blending tradition with what consumers require or suggest. We are focusing on premiumisation by launching global fragrances and modern formats that appeal to younger buyers while staying rooted in Indian heritage. We are expanding exports to the United States, Europe, Africa, and Asia. We are investing in wellness-led products designed for mood enhancement, meditation, and home ambiance. We are also building strong digital presence across marketplaces, social platforms, and our own D2C channels.
Our agile manufacturing lets us move fast: launch new products, get feedback, and scale quickly. As a brand trusted by millions of households across India, we are not just growing with the category. We are helping shape its future. The next few years will belong to brands that understand today’s consumer: someone who wants spirituality with sophistication, tradition with innovation, and authenticity with aspiration. That is the opportunity we are building for.
Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the publication.
