Sarathi International

What Sarathi International does

Sarathi International Inc. is an Indian partnership-firm manufacturer and exporter of incense products, established in 1945 and headquartered at J.P. Nagar 1st Phase, Bangalore. Operating under the Indian Partnership Act, 1932, the company produces agarbattis (incense sticks), cones, backflow cones, fragrance oils, burners, and pre-packaged gift sets under a Tulasi flagship brand and approximately 25 sub-brands including Royal Bhakour, Buddha, Mandala, Sky & Soil, Aroma's of Japan, Blissful Botanics, Sacred Aromas Religious Series, Vidwan, Siddha Chandan, Gopala, Naga Darbar, Shivlok, Sattsang, and assorted dual, masala, esoteric, mystic, and aromatherapy ranges. Manufacturing is concentrated at the Bangalore facility with a stated 540-person craft workforce engaged in line production and randomized multi-stage quality control.

The company's production technology rests on natural inputs — pure charcoal, bamboo sticks, natural oils — combined with a circular supply stream of recycled temple flowers sourced via Holy Waste. Product variants are differentiated by format (Hex, Square, Long Hex, Long Square, flat), fragrance blend, and packaging. Notable technical differentiators include backflow cone architecture that produces a downward smoke cascade, vegan-certified and zero-effluent manufacturing, and separate QC procedures for oils, bamboo, and charcoal with randomized finished-goods testing. Sarathi holds ISO 9001:2015 (quality), ISO 14001:2015 (environmental), and WHO-GMP (good manufacturing practices) certifications and has received 15 State and National awards.

Sarathi operates a dual go-to-market: direct-to-consumer sales through its own e-commerce storefront (sarathi.com), and wholesale/distributor-led exports to retailers in 45 countries. Pricing is unit-based and quote-driven with no publicly disclosed list prices and no volume discounts; revenue is generated entirely through one-time product sales across both channels. Customer segments split between end consumers using incense for spiritual practices, meditation, prayer, and wellness, and international wholesale buyers/retailers reselling to local markets. The marketing stack combines the company website, organic social (Facebook, Instagram), email newsletter community building, and a downloadable product catalogue. Director Vandana S Boggaram is publicly associated with the Sarathi Charitable Trust (founded 1980) and the World of Women (WOW) NGO focused on women's health initiatives, signaling founder involvement in both operations and CSR.

Name

Sarathi International

Legal name

Sarathi International Inc.

Website

https://sarathi.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Sarathi International is a Bangalore-based Indian incense manufacturer and exporter founded in 1945, producing agarbattis, cones, backflow cones, fragrance oils, and burners under the Tulasi brand family, distributing to retailers and consumers across 45 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Incense Products Sales: Manufacturing and selling incense sticks, cones, backflow cones, fragrance oils, burners and gift packs through direct e-commerce and wholesale distribution
2. International Exports: Export of agarbatti products to over 45 countries globally, serving wholesale buyers and retailers in international markets

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Sarathi International manufactures and exports premium incense sticks, cones, backflow cones, fragrance oils, burners, and gift packs from Bangalore, India under its Tulasi brand family. Operating since 1945, the company produces more than 35 product lines using natural ingredients including pure charcoal, bamboo sticks, natural oils and recycled temple flowers, supplying retail and wholesale customers across 45 countries.

Product overview

Sarathi International is a manufacturer and exporter of incense products from India, operating since 1945. The company offers a diverse portfolio of incense products centered around the Tulasi brand family, which includes multiple sub-brands and product lines: Incense Sticks (core product available in numerous fragrance varieties), Incense Cones, Backflow Incense Cones, Fragrance Oils, Gift Packs, and Burners. The Tulasi brand encompasses specialized ranges including Tulasi Exclusive Masala, Tulasi Classic Range, Tulasi Esoteric Series, Tulasi Dual Series, Tulasi General Range, Tulasi Aromatherapy Range, Tulasi Mystic Range, Tulasi Flora, and Tulasi 7 in 1 Series. Additional branded collections include Royal Bhakour (dhoop sticks and cones), Aroma's of Japan, Sky & Soil (21 fragrances), Mandala, Buddha, Sacred Aromas Religious Series, Feng Shui Series, Assortment Range, Gopala, Naga Darbar, Siddha Chandan, Shivlok, Sattsang, Vidwan, Vibuthi, Tradition Bundles, Blissful Botanics, and Manthan. The products are manufactured using natural ingredients including charcoal, bamboo sticks, and recycled temple flowers, with distribution to 45 countries globally.

Differentiator

Problem solved

Functional benefit

Brands

• Tulasi: Main product brand for incense sticks, cones, backflow cones, fragrance oils, and gift packs. Includes multiple sub-ranges such as Tulasi Exclusive Masala, Tulasi Classic Range, Tulasi General Series, Tulasi Esoteric Series, Tulasi Aromatherapy Range, Tulasi Dual Series, Tulasi Mystic Range, Tulasi Flora, Tulasi Sugandh Manthan.
• Assortment Range
• Sacred Aromas Religious Series
• Vibuthi
• Vidwan
• Shivlok
• Siddha Chandan
• Naga Darbar
• Gopala
• Sattsang
• Tulasi Flora
• Fragrance Oils
• Blissful Botanics
• Buddha
• Mandala
• Sky & Soil
• Aroma's of Japan
• Royal Bhakour
• Feng Shui Series
• Tulasi Mystic Range
• Tradition Bundles

Products and services

• Incense Burners and Holders Incense burners including backflow cone burners designed for use with Sarathi's fragrance oils and specialty cones, sold to retail and wholesale customers via the company's e-commerce site.
• Backflow Incense Cones Specialty incense cones engineered to create a downward cascade of smoke for a visual experience, available in fragrances such as Cinnamon, Citronella, Frankincense & Myrrh, Jasmine, Lavender, Palo Santo, Patchouli, Red Rose, Sandalwood, Nag Champa, Vanilla, White Sage and Musk.
• Standard Incense Cones Standard incense cones including Tulasi Incense Cones, Nag Champa Cones, Tulasi General Cones and Tulasi Royal Bhakour Cones, sold for fragrance use at home and in spiritual practice.
• Tulasi Fragrance Oils Oil-burner compatible fragrance oils in a wide range including Cinnamon, Dragon's Blood, Jasmine, Lavender, Sandalwood, Rose, Meditation, Nag Champa, Sweet Dreams and Surya, sold for diffusion without smoke when used with Sarathi's burners.
• Gift Packs Pre-packaged gift sets combining top-selling fragrances including Nag Champa Delights 6in1, Navarathri 9 in 1, Aromatherapy Square and Hex formats, Feng Shui Series 6 in 1, and Aroma's of Japan Gift Pack, marketed for gifting and personal discovery of fragrances.
• Tulasi Incense Sticks (Agarbattis) The company's flagship product: incense sticks marketed under the Tulasi brand family and multiple sub-brands including Tulasi Classic Range, Tulasi Exclusive Masala, Tulasi Nag Champa Delights, Tulasi Esoteric Series, Tulasi Dual Series, Tulasi General Range, Tulasi Aromatherapy Range, Tulasi Mystic Range, Tulasi Flora, Royal Bhakour, Aroma's of Japan, Sky & Soil, Mandala, Buddha, Sacred Aromas Religious Series, Feng Shui Series, Assortment Range, Gopala, Naga Darbar, Siddha Chandan, Shivlok, Sattsang, Vidwan, Vibuthi, Tradition Bundles, Blissful Botanics and Manthan, made from pure charcoal, bamboo sticks, natural oils and recycled temple flowers.

Quantifiable outcome

• Present in 45 countries globally
• +4 more outcomes

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

Feature3 records

Partnerships

One partnership is on record.

• Holy WastecoreStrategic or Co-development PartnerPartnership with Holy Waste, a pioneering firm specializing in recycling of floral and leaf remnants from temple rituals. Through this initiative, Sarathi upcycles residual flowers and leaves procured from Holy Waste, transforming temple offerings into fragrant agarbattis. This initiative prevents accumulation of biodegradable materials in landfills and waterways while creating unique blessed incense products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moksh Agarbatti: Moksh is an Indian agarbatti manufacturer producing incense sticks and related fragrance products. Comparable as an Indian incense manufacturer targeting similar spiritual/wellness use cases with similar product format, though smaller in scale and heritage.
• Shrinivas Sugandhalaya (Satya): Shrinivas Sugandhalaya manufactures the iconic Satya brand Nag Champa incense and other agarbattis. Directly comparable as an Indian incense manufacturer with comparable product portfolio, similar export-driven wholesale distribution model, and similar spiritual/wellness target consumers.
• Shoyeido: Shoyeido is a 300+ year old Japanese incense maker producing premium incense sticks and related products for spiritual and wellness consumers. Comparable to Sarathi as a long-heritage premium incense brand with international distribution, though with distinct cultural positioning.
• Nippon Kodo: Nippon Kodo is one of Japan's largest incense manufacturers with a 400+ year heritage, producing premium incense sticks and cones for spiritual and wellness use. Comparable as a heritage premium incense brand competing in international markets, though primarily Japanese-focused.
• Hem Corporation (Hem Incense): Hem is an Indian incense manufacturer producing agarbattis, dhoop, and cones with international export presence. Directly comparable to Sarathi as an Indian incense manufacturer with similar product portfolio and international wholesale distribution model.
• Zed Black (Zed Lifestyle Pvt. Ltd.): Zed Black is an Indian incense and fragrance brand offering incense sticks, cones, dhoop, and essential oils. Directly comparable as a contemporary Indian incense brand targeting similar spiritual/wellness consumer segments with similar product format and pricing tier.
• N. Ranga Rao & Sons (Cycle Brand): Cycle Brand is one of India's oldest and largest agarbatti manufacturers with multi-generational heritage. Directly comparable to Sarathi as a long-heritage Indian incense manufacturer producing sticks, cones, and related fragrance products for domestic and export markets.

Broad incumbents

• Patanjali Ayurved: Patanjali is a large Indian FMCG conglomerate offering incense sticks (agarbattis) and dhoop as part of a broader Ayurveda/FMCG portfolio. Comparable as an incense market participant in India, though Sarathi operates as a focused specialist while Patanjali competes broadly across many consumer categories.
• Gonesh Incense: Gonesh is a long-established US incense brand producing incense sticks and related fragrance products for the American market. Comparable to Sarathi as an international incense brand in the consumer spiritual/wellness segment, though positioned primarily for the US market through retail distribution.

Emerging players

• Triloka / Blue Pearl Imports: Triloka distributes premium incense and fragrance products in the US market. Comparable to Sarathi as an incense/fragrance category participant, though Triloka operates primarily as an importer/distributor of branded products from Indian and other Asian sources rather than as a primary manufacturer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Sarathi-International-Inc-100068666641765
• Instagraminstagram.com/tulasi_india/?utm_source=ig_web_button_share_sheet
• LinkedInlinkedin.com/company/sarathi-international-inc-

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

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 Sarathi International