(HMS) Primo Incense Nepal Musk

As I was doing my review for Pure Incense Connoisseur Nepal Musk I discovered that there was another incense which has the name Nepal Musk, and was being advertised as "Connoisseur Nepal Musk". I was curious. It cost £3 for 20g, so was considerably cheaper than the Pure Incense. Further research revealed that Pure Incense (a British distributor) and Primo Incense (an American distributor) were sourcing from the same cottage manufacturer, Haridas Madhavdas Sugandhi (HMS) of Pune.  Madhavdas have three directors, and are sometimes shown as being founded in 1890, and sometimes 1969 (same date as Primo Incense say they were founded). I assume the current business was set up in 1969, with one or more of the directors being able to trace incense making in their family back to 1890.

I bought the Primo Incense Nepal Musk from Gokula Incense, a British site run by Mukunda dasa and Gauriji Devi, who sell Indian made incense under their own brand names - including a Guara range, which also has a Nepal Musk. I have a number of samples from them that I will finish reviewing this year! I am assuming that their Primo Incense is the same as the American brand, but I don't know for sure, as the American packets look different. I will email Mukunda to find out.

Compare and contrast

Anyway, what is interesting is that even though the Pure Nepal Musk and the Primo Nepal Musk have the same fragrance name, are made by the same manufacturer, and look superficially similar, they are quite different. The colour of the Primo is slightly darker, and the sticks are slightly larger. This, could, of course, just be down to different batches - the sticks being cut to a different length. But the difference is colour would indicate a difference in recipe. In the family we all had sniff at both, and we all agreed that the Pure Incense version was sweeter, softer, kinder, more dreamy, and sexier. The Primo Incense was spicier, darker, more sombre, and with a solvent note. There's a sense of alcohol and muscle rub about it. We all agreed that they are both interesting, but that the Pure Incense is the more enjoyable.

On burning, the Primo is a little smoky and crude, with sharp prickles. It is a sweaty sort of incense, and it reveals a bit too much of the hot charcoal base for our liking.  While there may be superficial similarities in the scent, the Pure is so, so, so much more enjoyable. The difference in price is no doubt down to the quality of the ingredients, and it really shows. I'm not one who believes that you get what you pay for. There are many things in life that are expensive, but not good value, and cheaper and better quality alternatives can be found. But in this case it does seem that Haridas Madhavdas Sugandhi are fair in their negotiations, and will give distributors exactly what they pay for. The scent is not strong, and does not gently inform a room, leaving a pleasant fragrance as does the Pure version. This is barely noticeable.

It does seem odd, but while the version made for Pure Incense is currently one of my top ten incenses, we all feel that the version made for Primo is at the bottom end of the everyday incense category.  Same maker, same scent, but the different quality ingredients makes a huge difference. I think I have learned something today....

After playing around a bit more during the day, and burning more sticks, I moved the score up a little.  It can and sometimes does gently inform a room with a mildly sweet patchouli type scent.


Date: July 2017   Score:  26

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