Ambica Agarbathies

What Ambica Agarbathies does

Ambica Agarbathies Aroma & Industries Ltd is a publicly listed Indian manufacturer and direct-to-consumer retailer of incense sticks (agarbatti), dhoop, cup sambrani, and pooja essentials, founded in 1946 and headquartered in Eluru, Andhra Pradesh. The company operates under the brand names Ambica Agarbathies and Ambica Durbar Bathi, with a portfolio spanning over 40 individual SKUs across fragrance families (sandalwood, amber, floral, woody, fruity, herbal, gugil, mattipal, exotic) and product formats (masala agarbatti, dhoop sticks, cup sambrani, pooja oils, kumkum, camphor, turmeric), along with curated bundles such as the Deeksha Pooja Kit and Monthly Pooja Combo. Its flagship Durbar Bathi line is formulated with 63 sacred herbs and positioned as a premium traditional homam substitute. Product extensions include herbal mosquito repellent sticks, broadening the addressable use case beyond ritual use into home wellness.

The company monetizes exclusively through its owned Shopify-powered e-commerce storefront (ambicaagarbathies.com), selling directly to individual Hindu households engaged in daily pooja, meditation, and spiritual practices. Pricing ranges from Rs.16 to Rs.1,500 per SKU, with free shipping above Rs.350 and a subscription tier offering a 5% discount on recurring weekly or monthly deliveries. Marketing is restricted to organic social channels (Facebook, Instagram, YouTube) and on-site customer reviews, with no paid acquisition or marketplace presence disclosed. Ambica is listed on the BSE (bom:532335) and reports 501–1,000 employees; Q3 FY26 sales reached Rs.54.04 crore (+49.90% YoY) with Rs.0.56 crore net profit (+47.37% YoY), and full-year FY26 net profit of Rs.344.74 lakh. The company is controlled by Trooly Holdings (8073783 Canada Inc.), a Canadian holding entity, and raised Rs.2.12 crore via a June 2026 preferential issue to the promoter group for working capital.

Name

Ambica Agarbathies

Legal name

Ambica Durbar Bathi

Website

https://ambicaagarbathies.com

Company type

Public

Founded year

1946

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ambica Agarbathies is a 1946-founded, BSE-listed Indian manufacturer of herbal incense sticks, dhoop, sambrani, and pooja essentials, selling direct-to-consumer nationwide through its own Shopify e-commerce storefront to households practicing daily spiritual rituals.

Ownership category

akta.pro rank

Product category

Incense Sticks and Spiritual Products

akta.pro industry

PRIMARYCRADAKAI

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Home & Fabric Care Products

Keywords

• Incense sticks manufacturing
• Agarbatti production
• Dhoop sticks retail
• Pooja essentials
• Herbal fragrances

Headquarters

HQ city

Eluru

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct online sales of incense sticks (agarbatti), dhoop sticks, cup sambrani, pooja essentials, and combo products to individual consumers through their own e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Ambica Agarbathies manufactures and directly retails herbal incense sticks (agarbatti), dhoop sticks, cup sambrani, and complementary pooja essentials (pooja oil, kumkum, camphor, turmeric) to consumers across India. The company sells these physical spiritual products through its own e-commerce storefront built on Shopify, offering individual SKUs as well as curated bundles and combo packs at unit prices ranging from Rs. 16 to Rs. 1,500.

Product overview

Ambica Agarbathies operates as a traditional incense and pooja essentials manufacturer and e-commerce retailer. The product portfolio centers on agarbatti (incense sticks) across multiple variants including Durbar Bathi, Flora Bathi, Masala Bathi, and specialty lines like Heaven and Attar; dhoop sticks and cup sambrani products; and pooja essentials including oils, kumkum, camphor, and turmeric. Products are sold individually and as curated bundles such as the Monthly Pooja Combo, Variety Combo, and Deeksha Pooja Kit. The company also offers mosquito repellent incense. Fragrance families include sandalwood, amber, floral, woody, fruity, herbal, gugil, mattipal, and exotic blends. Founded in 1946, the company operates primarily through its Shopify-powered e-commerce platform with free shipping on orders above Rs.350.

Differentiator

Problem solved

Functional benefit

Products and services

• Ambica Durbar Bathi Premium agarbatti (incense sticks) crafted with 63 sacred herbs including vetiver, cassia, devadaru, peenari kattai, and talispatra, designed as a traditional homam substitute for spiritual practices. Sold at Rs. 55-145.
• Ambica Heaven Masala agarbatti infused with calming sandalwood aroma, crafted with herbal ingredients for poojas, meditation, and spiritual practices. Sold at Rs. 80-275.
• Ambica Dhoop Sticks Dhoop sticks infused with refreshing gugil and fresh fragrances, designed for daily rituals, meditation, and spiritual occasions. Priced at Rs. 22.
• Athisaya Cup Sambrani Premium cup sambrani (dhoop cups) offering divine purity and soothing fragrance for home purification and relaxation. Priced at Rs. 90.
• Golden Sandal Dhoop Dhoop sticks combining sandalwood with woody and gugil fragrance notes for calming spiritual atmosphere. Priced at Rs. 37.
• Shaya Cup Sambrani Sandalwood and gugil-scented cup sambrani for daily pooja, meditation, and spiritual rituals.
• Nitya Pooja Black 3in1 3-in-1 agarbatti blending floral, woody, fruity, and amber fragrances for spiritual practices, made from natural ingredients. Priced at Rs. 65-125.
• Ambica Deeksha Pooja Kit Complete pooja kit containing all essentials for a serene pooja experience. Priced at Rs. 900.
• Ambica Monthly Pooja Combo Monthly curated combo including Durbar Bathi, Dhoops, Premium Sandal Dhoops, Jasmine Pooja Oil, Camphor, Kumkum, and Turmeric. Priced at Rs. 456.95.
• Ambica Durbar Bathi Sandal Sandalwood-infused version of Durbar Bathi, combining 63 sacred herbs with calming sandalwood fragrance.
• Ambica Variety Combo Combo of family favorites including Durbar Bathi, Dhoops, Athisaya Cup Sambrani, and Heaven agarbatti.
• Amrutham Flora Bathi Flora amber agarbatti blending mattipal, amber, and floral fragrances for calming atmosphere.
• Baba Harathi 2-in-1 agarbatti with mattipal, floral, and herbal fragrance blend for meditation and daily rituals.
• Natural Woods Agarbatti featuring woody, herbal, mattipal, exotic, and cedar fragrance blend for grounding atmosphere.
• Om Sai Flora Agarbatti infused with mattipal, gugil, and exotic fragrances for spiritual practices.
• Gow Pooja Panchagavya Traditional sacred agarbatti crafted with five sacred elements (Pancha-Gavya) including cow milk, ghee, curd, urine, and dung.
• Bangaram Agarbatti with floral, woody, and herbal fragrance blend made from natural ingredients including floral essences, resins, and aromatic oils.
• Ambica Attar Premium agarwood (agar) agarbatti offering rich, long-lasting oudh fragrance for spiritual occasions.
• Dhanvantari Turmeric Incense sticks blending sacred sandalwood and turmeric aromas for purification and divine blessings.
• Akhanda Amber-scented agarbatti with deep, earthy aroma for meditation, prayers, and daily rituals.
• Ambica Akhanda Zipper Amber-scented agarbatti packaged in convenient zipper pouch for long-lasting calming fragrance.
• Nitya Pooja Sparsha Exotic amber agarbatti designed to uplift spirit and promote relaxation during spiritual practice.
• Saavitra 100 2in1 2-in-1 agarbatti combining floral notes with warm amber fragrance for spiritual practices.
• Tanvi Exotic fragrance agarbatti creating warm, calming atmosphere for pooja rituals and meditation.
• Nitya Pooja Saahat Woody fragrance agarbatti for meditation and daily rituals, promoting relaxation.
• All Days 5 In 1 Jumbo Multi-fragrance jumbo dhoop sticks for daily spiritual practices.
• Aakarsha Cup Sambrani Cup sambrani for divine purity and soothing fragrance.
• Ambica Aradhana 100 4X1 Multi-pack agarbatti for regular pooja and spiritual use.
• Nitya Pooja Lavender Lavender-scented agarbatti for tranquility during prayers and meditation.
• Nitya Pooja Best 6 Premium 6-stick variety agarbatti for daily pooja rituals.
• Nitya Pooja Jasmine Jasmine-scented agarbatti for spiritual practices and relaxation.
• Flower Bouquet Premium floral agarbatti with natural flower fragrances.
• Nitya Pooja Fruit 3 in 1 3-in-1 fruity agarbatti with natural fruit fragrances.
• Ambica Sambrani Combo Combo of various sambrani and dhoop products for spiritual rituals.
• Ambica Dhoops Combo Combo pack of various dhoop sticks for daily rituals.
• Gow Pooja Dhoop Dhoop sticks with Panchagavya ingredients for traditional rituals.
• Sandal Premium Dhoop Premium sandalwood-based dhoop sticks for spiritual rituals.
• Mahalakshmi Dhoop Dhoop sticks for Mahalakshmi worship and prosperity rituals.
• Nitya Pooja Indrani Dhoop cones for daily pooja rituals, packaged in jars.
• Pooja Dhoop Sticks Standard dhoop sticks for pooja and prayer rituals.
• Pooja Oil 400ml pooja oil for religious ceremonies and rituals.
• Pancha Ratna Jasmine Pooja Oil 500ml jasmine-scented pooja oil for religious rituals and ceremonies. Priced at Rs. 130-250.
• Durbar Kumkum Kumkum for religious offerings and tilak.
• Durbar Pure Camphor Pure camphor blocks for pooja rituals and aarti.
• Durbar Turmeric High-quality turmeric powder for pooja and religious ceremonies.
• Supreme Herbal Anti Mosquito Sticks Herbal mosquito repellent incense sticks to repel mosquitoes. Priced at Rs. 20.
• Nitya Pooja Sandal Sandalwood-scented agarbatti for daily pooja and meditation.
• Kesar Chandan Saffron and sandalwood agarbatti for premium spiritual experiences.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nandi Agarbatti: Indian agarbatti and dhoop manufacturer with a regional manufacturing presence and online storefront; directly comparable in product mix (agarbatti sticks, dhoop, sambrani) and target customer (Hindu households).
• Cycle Pure Agarbathies: India's largest branded agarbatti maker, headquartered in Mysuru with multiple fragrance lines and a national distribution network including temple supply; the most direct comparable to Ambica on product category (incense sticks), Indian household customer base, and BSE-listed public-company status.
• Zed Black (Wetlar Blue brand): Indian incense stick and dhoop brand (parent: Wetlar Blue International) with a wide herbal fragrance portfolio, three-in-one sticks, and pooja essentials analogous to Ambica's catalog; competes in identical B2C and devotional categories.
• Moksh Agarbatti: Indian agarbatti manufacturer and online retailer operating a DTC e-commerce model similar to Ambica; competes head-to-head in devotional incense, dhoop sticks, and herbal/sandal fragrance families via own website and marketplace listings.
• Satya Sai Baba Nag Champa (Gokul Sugandhi): Manufacturer of the globally distributed Satya Nag Champa incense and other devotional fragrances; a peer Indian agarbatti manufacturer whose devotional positioning, herbal/sandal masala base, and DTC-plus-distribution mix parallels Ambica's model.
• Hem Corporation (Hem Incense): Long-established Indian agarbatti manufacturer offering masala, herbal, sandal, and floral incense sticks for pooja and aromatherapy; a comparable heritage heritage-DTC blend manufacturer-retailer with overlapping fragrance families and Indian-household positioning.

Broad incumbents

• ITC (Mangaldeep brand): ITC Limited is a diversified FMCG giant whose Mangaldeep agarbatti range competes directly with Ambica; it is a broad incumbent with national distribution, advertising budgets, and a strong devotional-fragrance portfolio that overlaps Ambica's core agarbatti category.
• Patanjali (Divya Agarbatti): Patanjali Ayurved, a large Indian natural-products conglomerate, sells Divya agarbatti alongside Ayurvedic FMCG; competes on the herbal/chemical-free positioning Ambica emphasizes, with vastly larger distribution reach and brand marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ambicadurbarbathi
• Facebookfacebook.com/ambicadurbarbathi
• Instagraminstagram.com/ambica_agarbathies?igsh=ZGphZmRyanZtenpt
• Xx.com/ambicadurbar

Revenue estimate

Valuation estimate

Number of profiles

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 Ambica Agarbathies