At Mysore Deep Perfumery House (MDPH), our journey has always been rooted in values, trust, and a long-term vision. Under the leadership of Mr Anshul Agrawal, Managing Partner, this philosophy has guided the transformation of MDPH from a traditional incense manufacturer into a globally recognised fragrance brand—while remaining firmly anchored to its origins. We are proud to share that Mr Anshul Agrawal was recently featured in The Sunday Standard, a leading national newspaper known for its in-depth coverage of business, leadership, and India’s evolving entrepreneurial landscape.

The feature highlights his journey and the principles that have shaped MDPH’s growth over the years. In 2010, Mr Agrawal returned to MDPH after completing his education at IIT Delhi and gaining startup experience in Gurugram. What appeared to be a bold and unconventional decision marked a defining phase for the organisation—one where tradition and innovation came together to build scale with purpose. Founded in 1992 in a modest 100-square-foot garage, MDPH today produces over four crore agarbatti every day, operates across 40+ countries, and supports nearly 20,000 livelihoods, with women forming the backbone of our manufacturing ecosystem.

 

Over the years, the company has grown from a turnover of approximately ₹45 crore in 2010 to a projected ₹1,000 crore, driven by disciplined execution and a strong ethical foundation. At MDPH, success has never been measured by numbers alone. As our Managing Partner often says, “Every stick we make carries the fragrance of empowerment.”

 

This belief reflects our commitment to inclusive growth, employment generation, and community development.

 

Rooted in a culture where ethics are valued as highly as performance, MDPH operates with the conviction that legacy must evolve to remain relevant. Under Mr Agrawal’s leadership, we have strengthened systems, invested in automation and digital integration, and focused on leadership depth—ensuring scalability while staying true to our core principles of trust and quality. This approach has earned MDPH several recognitions, including the Highest Employment Generation Award (2019) and the distinction of being featured as a Harvard Business School case study (2024).

Our flagship brand Zed Black continues to carry Indian sensibilities to global markets while meeting international benchmarks of quality and process excellence. A defining aspect of our leadership philosophy is building across generations—combining the resilience and wisdom of earlier generations with the agility, authenticity, and purpose-driven mindset of today’s workforce.

At MDPH, we believe that sustainable success is not about replacing the past, but building upon it with intent. The feature in The Sunday Standard reinforces our belief that responsible growth, strong values, and a long-term outlook remain timeless in a rapidly changing business environment. As we move forward, MDPH remains committed to creating enduring impact—through people, products, and purpose.