MDPH

What MDPH does

MDPH (Mysore Deep Perfumery House) is a privately held, family-owned Indian FMCG company founded in 1993 in Indore, Madhya Pradesh, by Prakash Agrawal. The company manufactures and distributes incense sticks (agarbatti), dhoopbatti, dhoop cones, sambrani cups, candles, essential oils, handwash, hand sanitizer, packaged tea, edible oils, papad, soya chunks, henna, and confectionery. Its flagship brand Zed Black is positioned as a top-3 agarbatti brand in India and is endorsed by MS Dhoni; Manthan (dhoop, endorsed by Hrithik Roshan), Orva (premium fragrances and personal care), DinDin (confectionery), Kangana (herbal henna), Ampliscent (candles), and Blunt Black (air fresheners) round out a portfolio of 11 brands covering 1,200+ SKUs.

Name

MDPH

Legal name

Mysore Deep Perfumery House

Website

https://mdph.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MDPH (Mysore Deep Perfumery House) is a privately held Indian FMCG company founded in 1993 in Indore that manufactures and distributes incense sticks, dhoop, fragrances, personal care, confectionery, and pooja essentials across 11 brands (including top-3 Indian agarbatti brand Zed Black) via 3,500+ distributors and 750,000+ retail outlets in India and 43+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Indore

HQ country

India

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. FMCG Products Sales: MDPH generates revenue through manufacturing and selling a diverse portfolio of FMCG products including incense sticks, dhoop products, air fresheners, confectionery, personal care (handwash, hand sanitizer), henna products, candles, essential oils, papad, soya chunks, packaged tea, and mosquito coils. The company sells through multiple channels including distributors, retail outlets, and e-commerce platforms both domestically in India and internationally to 43+ countries.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

MDPH (Mysore Deep Perfumery House) manufactures and sells a diversified portfolio of FMCG products including incense sticks (agarbatti), dhoop products, sambrani cups, candles, essential oils, reed diffusers, handwash, hand sanitizers, herbal henna, confectionery, papad, soya chunks, packaged tea, mosquito coils, and air fresheners. The company operates through multiple consumer brands such as Zed Black, Manthan, Orva, DinDin, Kangana, Ampliscent, Blunt Black, Coach, Bronut, Neer, and Samarpan, producing over 35 million incense sticks daily across five manufacturing units.

Product overview

MDPH (Mysore Deep Perfumery House) is a leading FMCG company in India with a diversified portfolio of household brands. The company operates as a multi-brand platform with its core incense/fragrance brands (Zed Black, Manthan, Orva) alongside complementary consumer product sub-brands (DinDin confectionery, Kangana henna, Ampliscent candles, Blunt Black air fresheners, Coach papad/soya, Bronut edible oils, Neer tea, Samarpan pooja essentials). Zed Black is the flagship incense brand, among India's top 3, while Manthan is the leading dhoop brand endorsed by Hrithik Roshan. The company manufactures over 35 million incense sticks daily across 5 plants with 950,000+ sq ft of manufacturing space, distributing 1,200+ SKUs through 3,500+ distributors to 750,000+ retail outlets in India and exporting to 43 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Zed Black: Flagship brand and India's largest range of Incense Sticks, Dhoopbatti, Dhoopsticks, Hawan Sagamri & Camphor. Brand endorsed by MS Dhoni.
• Manthan
• Orva
• DinDin
• Kangana
• Ampliscent
• Blunt Black

Products and services

• Zed Black Flagship incense brand of MDPH, among the top 3 agarbatti brands in India. Products include Agarbatti (Incense Sticks), Dhoopbatti, Dhoop Cones, Dhoop Sticks, Hawan Samagri, and Sambrani Cups. Brand endorsed by MS Dhoni.
• Manthan Dhoop brand endorsed by Hrithik Roshan. Products include Dhoopbatti, Sambrani Cups, and Dhoop Sticks in 7 fragrances (Mogra, Chandan, Guggal, Loban, Signature, Kasturi, Gulab).
• Orva Premium fragrance and personal care brand offering Reed Diffusers, Essential Oils, Vaporizer Oil, Aroma Diffuser, and Handwash in various fragrances.
• DinDin Confectionery brand featuring Chutput candies, Fruity Spinner, GlowPop lollipops, Jelly, and Sugarcoated Jelly. Endorsed by Doraemon.
• Kangana Herbal henna and natural hair colour brand offering Mehandi Cones (green and black), Mehandi Powder, Herbal Henna, and Hair Colour products.
• Ampliscent Home fragrance brand offering Scented Wax Melts, Tealight Candles, Tumbler Candles, Premium Tin Candles, Votive Candles, and Exotic Candles in various fragrances.
• Blunt Black Air freshener brand offering 12 distinct fragrances including Egyptian Musk, Clean Smell, Polo Blue Type, Baby Powder, Cotton Candy, Cool Water Type, Dragon Blood, Lavender, Jamaican Fruit, Citrus Fusion, Sandalwood & Musk, and New Car.
• Coach Papad and Soya Chunks brand.
• Bronut Edible Oil brand.
• Neer Packaged Tea brand.
• Samarpan Pooja essentials brand offering a wide range of products to elevate spiritual rituals.
• MDPH Signature Gifting Range MDPH's signature gifting range launched at the Corporate Gift Show.
• Gauved Portfolio Gauved portfolio added to the growing product portfolio in 2025.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Help Us GreencoreStrategic or Co-development PartnerPartnership for manufacturing incense sticks made from recycled temple flowers, combining sustainability with product innovation. Zed Black launches incense sticks made from recycled temple flowers in association with Help Us Green.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• ITC Limited: Diversified Indian conglomerate with a major FMCG presence including Mangaldeep agarbatti, incense, and home fragrance products. Directly comparable on the incense category and on multi-brand FMCG distribution, though ITC operates at vastly greater scale with capital-markets access.
• Dabur India: Listed Indian FMCG major with comparable portfolio breadth across personal care, home care, and health products. Comparable on multi-brand FMCG distribution and on category extensions like henna/herbal products, though Dabur's scale and institutional governance contrast with MDPH's family-owned bootstrapped model.
• Tata Consumer Products: Listed Indian FMCG company with diversified packaged goods including tea and personal care. Comparable on multi-brand FMCG platform strategy and on Indian distribution depth, with Neer (packaged tea) overlapping Tata's tea franchise directly.
• Nirma Limited: Indian FMCG and chemical manufacturer with strong presence in detergents, soaps, and personal care. Comparable on the personal-care/handwash sub-brand overlap (Orva handwash) and on a bootstrapped-to-scaled Indian family-business trajectory, though Nirma has expanded into chemicals and cement.
• Wipro Consumer Care and Lighting: Indian FMCG arm of Wipro with brands in personal care, home care, and lighting. Comparable on home and personal care portfolio breadth and on Indian retail distribution scale.
• Patanjali Ayurved: Large Indian FMCG company covering personal care, food, and home care. Comparable on multi-brand FMCG platform strategy, on India-wide distribution, and on category overlap in herbal henna and natural products.
• Marico Limited: Listed Indian FMCG major in hair care, edible oils, and health foods. Comparable on the edible oils (Bronut), packaged foods, and personal-care platform strategy, and on tier-2/3 India distribution reach.

Direct peers

• Cavinkare: Indian multi-brand FMCG company (Chik shampoo, Meera shampoo, Ruchi masala, Spinz deodorant). Comparable on the multi-brand personal-care and home-care platform strategy, and on Indian distribution-led FMCG execution.
• Cycle Brand Agarbatti Company: One of India's largest and oldest agarbatti manufacturers, owned by the Aditya Birla Group. Direct competitor in the Indian incense category with similar scale ambitions and brand-led positioning.
• Hem Incense: Established Indian incense and fragrance company exporting globally. Comparable on the incense stick category and on the home-fragrance/export orientation, with a similar brand-led approach across agarbatti, dhoop, and essential oils.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mdphgroup
• Facebookfacebook.com/mdphgroup
• LinkedInlinkedin.com/company/mdphgroup
• Instagraminstagram.com/mdphgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MDPH