Taking the reins of his family business and striving to maintain and enhance its success has been a deeply fulfilling journey for Sapthagiri S Boggaram. Today, as the CEO and Director of Sugandh Lok, he is proud to carry forward this legacy of craftsmanship, quality, and sustainability, and it multiplies his happiness to a great extent.
The thrill of embarking on this entrepreneurial journey within their family business is unparalleled. Sugandh Lok is not merely a brand; it’s a manifestation of my deeply held values and beliefs. It represents the way he perceives the business and the products they create. Every product under the Sugandh Lok banner carries a piece of my vision and a part of his passion. However, this exhilaration is often coupled with stress.
Their approach to agarbattis at Sugandh Lok is indeed distinct and comes with several unique selling points that set them apart in the market. While agarbattis are primarily used for their fragrant qualities, as they go beyond that to create an ambience of purity and divinity in the home.
• Direct-to-Consumer (D2C) Model: Unlike the traditional agarbatti market, which is distribution-driven, where a significant portion of the money is spent on margins for distributors, super stockists, and sales commissions, we’ve revolutionized the industry with our D2C model. Thanks to this approach, we are able to offer our products at competitive price points while maintaining exceptional quality. In fact, approximately 65% of the MRP value directly contributes to the product’s quality and craftsmanship, setting us apart from the traditional market.
• Quality and Craftsmanship: Our agarbattis are meticulously handcrafted using pure ingredients and natural oils. This craftsmanship is a family skill that’s been honed over generations. Our commitment to quality, ingredients, and craftsmanship ensures that our products stand out as a testament to three generations of dedication.
• Global Standards and Safety: We’ve gone the extra mile by adhering to s. Our certification reflects our dedication to safety and quality. We offer a 100% satisfaction guarantee, and it’s noteworthy that we’ve seen zero product returns since the launch of Sugandh Lok, underlining the trust and confidence our customers place in us.
• Customer Choice and Confidence: We firmly believe in giving our customers the freedom to choose based on their experience rather than locking them into a brand after their initial purchase. This approach underscores our commitment to providing a safe, sustainable, and satisfying product.
• Value-Based Systems and Fair Trade: Our values extend to a fair trade policy, ensuring the happiness and well-being of our customers, distributors, and employees. This customer-centric approach is at the core of our business philosophy.
• Unique Packaging and Fragrances: Our products are not just about what’s inside but also about the experience from the outside. We offer unique packaging that is not matched by other players in the market. Furthermore, we boast an extensive range of fragrances, making us the go-to brand for those seeking a diverse array of scent experiences.
“Sugandh Lok is committed to providing an unparalleled agarbatti experience. Our dedication to quality, adherence to global standards, unique fragrances, and fair practices combined with a D2C model make us a brand that truly stands out, with approximately 65% of the product’s value allocated to its quality and craftsmanship. We’re not just selling agarbattis; we’re offering a sensory journey rooted in tradition and innovation. Internally, I have been fortunate to not face any major challenges. From the moment I entered the family business, my father provided unwavering support and gave me the freedom to pursue my ideas and make my own decisions. In fact, it was often me seeking his advice rather than him imposing any constraints on me. This collaborative and open environment made it relatively straightforward for me to convey my vision to the family, and we encountered no issues related to investments or innovation. It’s this level of trust and support that has paved the way for the successful evolution of our brand, Sugandh Lok,” he says.
That said, one notable challenge they have faced is the perception of agarbattis in India. “We come from a family that views our business as much more than a mere profit-making venture. Our challenge lies in convincing people that agarbattis can be more than just a commodity. We’re determined to show that agarbattis can create unique and wonderful atmospheres and experiences. Our mission is to revolutionize how people perceive agarbattis and, by extension, how they perceive us. I’m sure we will overcome this challenge, as our store at Gandhi Bazar itself stands as a testament to our vision. After we finished our store, many people from the neighbourhood, including those from Gandhi Bazaar, expressed their admiration. They consider it the best-looking store in the area, comparing it to some of the high-end jewellery stores. It’s an exciting addition to the market, and this feedback encourages us that we are on the right path to change how people perceive agarbattis and experience our brand, Sugandh Lok,” he adds.
They take pride in the fact that our products are certified by prestigious bodies such as ISO and WHO, attesting to the high standards we maintain in terms of quality, environmental management, and good manufacturing practices. “Our commitment to safety and quality extends to our international markets as well. Our products meet the stringent safety standards set by European norms, ensuring that our agarbattis are not only fragrant but also safe for use. It’s worth noting that while we have a global presence with Sarathi, Sugandh Lok, an exclusive line of premium agarbattis, is specifically tailored for the Indian market. We are dedicated to offering the Indian audience a unique and enriching agarbatti experience, showcasing the rich cultural heritage and traditions of India through Sugandh Lok.”
Read the full story that first appeared in Global Indian here:
