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. Demand for agarbathi has increased by around 25% during key festive month .i.e. October – November as compared to the previous year.

Raw Agarbathi

Mr. Sarath Babu, President, AIAMA, said, "In the last five years agarbathi industry has seen a consistent growth of 25%-30% during the key festive months. This year too the demand has grown by around 25% 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. 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.