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In a spontaneous 2-minute interaction with social media content creator Navan Jaiswal, Mr. Anshul Agrawal, Managing Partner, MDPH, shared insights that reflect a journey built over 32 years. The video has gathered 5 million + views across Instagram and YouTube, highlighting how practical, experience-driven advice continues to resonate with today’s audience.
The story of Zed Black began in a modest setup with limited resources and a clear focus on delivering consistent quality. Instead of chasing rapid expansion, the emphasis remained on building a strong product and understanding customer preferences. Over time, this approach helped establish trust and credibility in the market. What started as a small operation has now grown into a brand with a valuation of over ₹4000 crore, becoming a recognised name in the incense industry.
A major shift in the brand’s growth came with the decision to invest in branding and marketing at the right stage. Rather than prioritising visibility from the beginning, the focus was first on strengthening the foundation. Once established, strategic brand-building efforts helped scale the business to a wider audience.
This was clearly reflected in key decisions, such as onboarding MS Dhoni as a brand ambassador in 2017, followed by Hrithik Roshan in 2020 for Manthan Dhoop. These associations enhanced brand recall and reinforced its positioning in the market. At the same time, a deep understanding of India’s 140 crore population played a crucial role. The insight was simple - even a low-cost product can achieve massive scale when backed by the right execution and distribution.
Beyond strategy and scale, the conversation emphasized a strong underlying philosophy. The focus, as shared by Mr. Agrawal, should not be on chasing money, but on values, hard work, and intent. When these fundamentals are in place, financial success naturally follows as a byproduct rather than the primary goal.
Another key message for the youth was the importance of staying connected to the ground level. True understanding of business challenges comes only through direct observation and real engagement. Identifying gaps in the market is what leads to meaningful opportunities. Without that clarity, building something impactful becomes difficult.
The journey reflects that consistent effort, right timing, and a grounded approach are essential to building a sustainable and scalable business.