Zed Black builds regional presence with actor Varsha Priyadarshini
India's leading incense stick manufacturer Mysore Deep Perfumery House (MDPH) popular for its flagship agarbatti brand Zed Black launched the Cian series and Zed Black Oriya range of incense sticks at an event organized in the holy city of Puri, Odisha today in the presence of actor Varsha Priyadarshini, Anshul Agrawal, Director, Mysore Deep Perfumery House and Anand Oberoi, Chairman & Managing Director, Oberoi IBC. As part of its expansion strategy, the company, which is amongst the top three agarbatti manufacturers in India, is investing to double its manufacturing capacity to meet the growing demand, strengthen retail presence, expand its distribution network and add more product verticals this fiscal to meet the growing domestic demand.
The new range of Cian incense sticks are launched in five enthralling fragrances namely, Ivory, Marine, Marigold, Rose & Lavender. Cian is a traditional Gaelic name derived from the Irish word for "ancient." "Agarbatti'' is synonymous with the word "ancient" as well as the country's culture and tradition.
Speaking at the launch, Anshul Agrawal, Director, Mysore Deep Perfumery House (MDPH) shared, "The history of incense began more than 6000 years ago. Since its origin, incense is considered as one of the first fragrant materials to have been used by humans. We are pleased to be here today in the holy city of Jagannath Puri, which is one of the most sacred and ancient pilgrimage sites for Hindus as it is believed to be the final resting place of Lord Vishnu. Cian, is our new pan India flagship series from Zed Black that will enrich the puja experience of Indian households with its diverse fragrance range from conventional rose, to quintessentially Indian fragrance of marigold to exotic Ivory, Marine and Lavender fragrances, thus celebrating the multifaceted culture of our country". The Cian range also comes with a unique packaging which is the icing on the cake as the zipper pouches have a matt finish and are beautifully designed with artworks. It also has an aer hole, which allows it to emit its lovely fragrance with a touch.
"We entered the Odisha market a decade ago and since then the state continues to be the leading contributor to our brand with the love the people of Odisha have shown towards our brands Zed Black 3in1, Manthan, Pineapple & Arij. It's now a celebration of growth as we host a retreat for our distributor network in this territory, and mark the new era of growth by launching 4 new variants like Deep Mogra, Deep Chandan, Deep Gulab and Zed Black 3in1 Gold with our brand ambassador M S Dhoni, especially for the people of Odisha. We are now poised to be the No1 player in the market by achieving bigger milestones in the near future", Anshul Agrawal further adds. MDPH also provides direct employment to over 100 women in its local Manufacturing Unit in Jagatpur, Cuttack.
Indian Cricket Legend and beloved Captain Cool Mahendra Singh Dhoni is endorsing Zed Black brand for over five consecutive years through print, TVC, Social Media and OOH mediums. Bollywood Superstar Hrithik Roshan is the brand ambassador for two years for their dhoop brand Manthan across channels and Odia Superstar Varsha Priyadarshini is associated with the Brand since last 8 years.
While gracing the launch event, Varsha Priyadarshini added, “I am pleased to be associated with MDPH for the last 8 years, and have seen the brand popularity grow leaps and bounds in Odisha. The ‘Har Saans Mein Odisha’ campaign for Zed Black Arij had struck the hearts of the Odia people since its foray and now with the new Deep Series fragrances, Cian agarbatti and flagship brand Zed Black 3in1 Gold unveiled in the holy city of Puri, am happy the association is only getting bigger and better”
"We have a stronghold on the Indian consumer's choice and the Bharat market, which has changed dramatically over the course of the pandemic, especially in tier-2, tier-3 cities. We intend to focus on a host of regional fragrances apart from experimenting with innovative fragrances & methods in R&D and introduce a new line of Puja Samagri products, Bhimsaini Camphor, and more this year", shares Ankit Agrawal, Director, Mysore Deep Perfumery House (Zed Black)".
MDPH employs 3500+ rural population, out of which 80% are women workforce. Zed Black has set a strong global footprint with exports to multiple countries like USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia etc in 6 continents.