Pavitra Dhoona Dhoopkathi is more than incense — it’s a part of culture. In Bengal, “Dhoona” isn’t just smoke; it’s devotion in motion. It swirls through dhunuchi dances, fills homes during aartis, and marks every prayer with sanctity.

Crafted with natural resins, herbs, and essential oils, Pavitra Dhoona Dhoopkathi fills the air with an earthy, purifying fragrance. Its charcoal-free, eco-friendly formula also makes it a mindful choice.

A Strategic Ramp-up

Along with Pavitra Dhoona, we also expanded our Luxe Bambooless Agarbatti 8″ Jumbo range, adding new fragrances like Gulab, Mogra, and Chandan, alongside the iconic Zed Black 3in1 Jumbo Bambooless Agarbatti.

The bambooless format offers a cleaner burn and longer-lasting fragrance — ideal for both daily pooja and festive rituals. These offerings echo Zed Black’s understanding of Eastern India’s love for earthy and floral notes that bring both peace and positivity.

Speaking about the launch, our Director Mr. Ankit Agrawal, Director, Mysore Deep Perfumery House (MDPH) & Zed Black, said:

“Durga Puja is not just a festival, it is an emotion for millions of families in Eastern India. With Pavitra Dhoona Dhoopkathi, we wanted to capture the fragrance of tradition and devotion that defines this season.

Consumers today are seeking products that are both authentic and eco-friendly, and this offering, free from charcoal, reflects our commitment to preserving cultural heritage while meeting modern preferences.

At the same time, our wider portfolio of offerings like the Bambooless Agarbatti Luxe Series ensures that we stay connected to evolving consumer choices while honoring timeless traditions.”

Adding perspective on the company’s festive outlook, our Director Mr. Anshul Agrawal, Director, MDPH & Zed Black, said:

“Pavitra Dhoona Dhoopkathi is more than just a product — it’s a cultural bridge to traditions that define devotion across Eastern India, especially during Durga Puja. As a brand rooted in prayer and purpose, we are committed to offering fragrances that resonate with every region. This festive season, we are optimistic about strong double-digit growth as we inch closer to the ₹1000 crore turnover mark by FY 2027.

Rising demand in non-metros, coupled with consumer preference for larger, value-driven packs such as our Rs 100 packs, jumbo formats, and Bambooless Luxe offerings, is fueling momentum. Our robust distribution network of 4,000+ distributors reaching 7–8 lakh retail outlets, supported by a growing presence in e-commerce and quick commerce, gives us an added edge during this festive surge.

We anticipate a 15–20% uplift in volumes, backed by region-specific strategies and innovative fragrance launches, making this festive period a key growth driver for Zed Black.”

From its humble beginnings in Indore to becoming one of India’s top incense brands, Zed Black continues to grow through craftsmanship and care. The brand’s journey is powered by over 4,000 women agarbatti makers, whose hands roll devotion into every stick. Their work reflects Zed Black’s core belief — empowerment through purpose.

With Pavitra Dhoona Dhoopkathi and its growing regional portfolio, our company continues to blend innovation with tradition, sustainability with spirituality, and growth with grace.