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CONTEXT
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75 Years of Heritage. A Whole New Fragrance Experience.
Taking Incense Beyond the Pooja Room
Born from Sarathi International's 75-year manufacturing legacy, Sugandh Lok was envisioned as a new way to experience incense. The journey began with Sugandh Sagar, a modest store in Bengaluru's Gandhi Bazaar. The ambition was to transform this traditional retail business into a contemporary fragrance destination, making incense relevant beyond rituals and appealing to a new generation of consumers.
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FMCG & Lifestyle
Brand System, Packaging, Website, Photography,Digital & Store Experience, Collaterals
75-Year Manufacturing Heritage | 175% E-Commerce Sales Growth | 6 New Retail Stores Across India
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ROADBLOCKS
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Traditional Retail Image Limiting Consumer Appeal
Generic Brand Name Lacking Distinction
No Digital Presence or Online Discoverability
Untapped Potential Beyond Ritual-Based Consumption
A Rich Heritage Without a Distinct Market Identity
Despite Sarathi International's established manufacturing expertise, its domestic retail presence lacked the identity and experience needed to attract modern consumers. Sugandh Sagar remained a conventional incense shop, with limited differentiation, no digital presence and little connection to the growing lifestyle and home-fragrance market. The challenge was to bring decades of heritage into a new era without losing its authenticity.
Traditional Retail Image Limiting Consumer Appeal
Generic Brand Name Lacking Distinction
No Digital Presence or Online Discoverability
Untapped Potential Beyond Ritual-Based Consumption
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APPROACH
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Reimagining Incense Through Experience, Not Just Identity
A New Name, A New World
Renamed Sugandh Sagar to Sugandh Lok, creating a distinctive brand with room to grow beyond traditional incense retail.
Heritage Meets Contemporary Brand Strategy
Built a new identity, brand voice and visual language that celebrated Indian fragrance traditions through a modern lens.
From Shop to Experience Destination
Transformed the Gandhi Bazaar store into an immersive fragrance space, encouraging exploration, discovery and personal connection.
Taking the Fragrance Experience Beyond Retail
Developed an e-commerce website, photography and marketing communication that brought the brand experience online.
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FINAL OUTCOME
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A Repositioning That Translated Into Business Growth
Sugandh Lok's transformation changed how the brand presented, sold and connected with its customers. The new experience-led identity gave traditional incense a place in modern lifestyles, while the flagship store and digital platform opened new avenues for discovery and purchase. Following the relaunch, the brand recorded significant e-commerce growth, improved digital conversions and expanded its physical retail footprint across India.
175% Increase in E-Commerce Sales
200% Higher Digital Conversion Rate
6 New Retail Stores Across India
Repositioned for Lifestyle Consumers
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TRANSFORMATION
From a Neighbourhood Shop to a Fragrance Destination
What began as a small incense store in Gandhi Bazaar became the starting point of an entirely new brand experience. By bringing together Sarathi's manufacturing heritage, contemporary storytelling and immersive retail, we helped Sugandh Lok move beyond selling agarbatti to celebrating fragrance as part of everyday living. A transformation that didn't leave tradition behind, but gave it a new place in modern homes.
In Client's Words
The Sugandh Lok team loved how the new identity brought a fresh, contemporary energy to a traditional category. The rich colours, thoughtful detailing and overall brand experience received appreciation from both the team and its customers, making the transformation especially rewarding.
Brand in Action
Studio Nuvah
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