"Natural Masala Incense" is the claim - but what we get is machine made synthetic-perfume dipped incense, which stretches our understanding of both "Natural" and "Masala". My take is that "Natural" and "Masala" are being used in the same way as "Premium" is used: as a meaningless marketing term. Ho hum.
Scent on the stick is a little ugly. It is floral, but in a sickly, decaying, rotting, damp way. And there's some volatility which adds a chemical menthol note that just makes the mess even worse. But it is not uncommon for an incense to smell ugly when cold, but awesome when lit up and burned. And also, the reverse is common - that an incense which dazzles when cold and taken out of the pack, can turn nasty when lit.
This stick when lit is a little smoky, but the florals come through clearer, neater, and more refined when warmed up. There's a hint of fruit, which lightens the florals and makes them even sharper and fresher. And there's wood - but it's not good wood: it's smouldering damp sawdust.
Scent on the stick is a little ugly. It is floral, but in a sickly, decaying, rotting, damp way. And there's some volatility which adds a chemical menthol note that just makes the mess even worse. But it is not uncommon for an incense to smell ugly when cold, but awesome when lit up and burned. And also, the reverse is common - that an incense which dazzles when cold and taken out of the pack, can turn nasty when lit.
This stick when lit is a little smoky, but the florals come through clearer, neater, and more refined when warmed up. There's a hint of fruit, which lightens the florals and makes them even sharper and fresher. And there's wood - but it's not good wood: it's smouldering damp sawdust.
I was once quite positive about Nandita, and optimistically bought a batch to explore further. But I have been disappointed with the machine-made stuff. Nandita is the brand name of a long established North India retail chain specialising in incense: Acharya Products. It is not certain if Acharya make the Nandita incense in-house, or if they outsource. People have been suggesting for a while that they don't make the incense themselves; and, with several indications, this does seem possible. What is less clear, is if Acharya are buying off the shelf and rebranding, or if the recipes belong to Acharya, and they are outsourcing some or all of their production.
Anyway. This incense has divided opinion in the house. I'm not that keen, while Chrissie loves it. But then, I'm not that keen on florals anyway.
Date: Jan 2025 Score: 26
Nandita, Acharya, Saico and Legend are brands belonging to Acharya, all operating out of Mumbai, Maharashtra. None of them make their own incense, all products are made by various companies in India. They buy from uneducated regional manufacturers in India for a very small cost and add their fat margin, the cheaper the better!
ReplyDeleteYes, this is the impression I have been given. What I'm curious about is if the recipes are unique, or if Acharya are simply putting their brand on the same incense that is being sold under a different brand name elsewhere. Do you know?
DeleteI'm not sure about the "uneducated regional manufacturers" part. I have private information that a well educated and successful family are working with Acharya.
DeleteThere are economic reasons why Acharya switched to machine made incense and changed suppliers: incense made in Bangalore region and surrounding areas is much cheaper than incense made in Maharashtra. Nobody makes incense in Mumbai anymore, it is way too expensive and there is a shortage of women hand rollers. You can make much more money in Mumbai doing something else. You can make a lot of money driving a cab for example. Acharya are using several suppliers, not one. They are looking for the lowest possible price one can only achieve in Karnataka villages and towns, not even in Bangalore.
ReplyDeleteThat appears to be the approach used by ITC with their Mangaldeep incense. They use small to medium size companies - mostly in towns around Bangalore, though also in other places scattered around India. What I like about ITC is that they name the companies who make the incense.
DeleteWhat do you mean by "nobody makes incense in Mumbai anymore"? There are many incense companies based there - small, medium, and large. Are you saying they all outsource? Fair Trade make incense for others - are you saying that Fair Trade are just acting as a middle man?
DeleteI am not very familiar with Fair Trade, but in India, anything is possible. As an Indian, let me tell you a little bit about the business culture here. People generally do not trust each other, and there is a lot of cheating and scamming. Once you have a running product in the market, everyone starts copying it shamelessly. Counterfeit products are everywhere, and brand owners often cannot win cases in court because the fraudsters manage to corrupt the judges.
DeleteYou should never blindly believe what Indian brands tell you or what they write on their websites or packaging — 99% of it is usually false. People here, unfortunately, are not trustworthy when it comes to business. I am telling you this as someone who has run a small business in India for 35 years. Companies like Acharya are squeezing small businesses like mine, forcing us to offer the lowest possible prices.
The incense business in India is a tough game. For most people, it’s just about making maximum profit at the cheapest cost; very few put their heart and soul into creating beautiful products. It’s all about business, not art or passion. This is how things work here.
Fair Trade are now calling themselves Incense Collective
DeleteTo be fair the "For most people, it's just about making maximum profit at the cheapest cost" applies to most businesses in most countries. And the copying is also widespread in all industries, and has been throughout time. I don't think that the people in India are more dishonest than people anywhere else. As regards laws to protect people's products. As in all countries, that law is most useful when you have the money to pursue a case. Balkrishna Setty has spent nearly ten years on a court case in America to get his brother Nagraj to stop his unfair practise. An out-of-court settlement has just been agreed. Only a very, very rich incense company could afford to pay American lawyers for nearly ten years!
DeleteI agree with some parts, but someone famous once said, "Be the change you want to see in the world." This business is not organized, and that is the root of the problem.
ReplyDeleteI like this response. Though, to be fair, it can sometimes be hard to do. I know that you have done it Alok, but from what I have learned about you, you are more intelligent, energetic, determined, and ethical than the average person. I think that what Anonymous is suggesting with comments like "uneducated" is that people with money and power are exploiting the vulnerable who are perhaps less able to be the change they would like to be.
DeleteThat is true, Steve.
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