Zed Black Strengthens Camphor Category with Nationwide Retail Rollout
In a strategic move to dominate the devotional products market, Zed Black, the flagship brand of Mysore Deep Perfumery House (MDPH), has launched a major initiative centered on its camphor range. Backed by a new television commercial featuring cricket icon MS Dhoni, the campaign titled 'Sab Shubh Hoga' aims to reinforce the brand's presence across India during the auspicious period of Chaitra Navratri.
Campaign Launch and Strategic Timing
The campaign debuted on March 19, 2026, coinciding with the first day of Chaitra Navratri, a nine-day festival of prayer observed by millions. This timing leverages heightened spiritual activities, positioning Zed Black's Pure Camphor and Bhimseni Camphor as essential items for rituals. The TVC, conceptualized by Oberoi IBC, showcases Dhoni as a narrator, highlighting everyday stories of hope from students, office-goers, and shopkeepers, ultimately conveying a message of optimism that "all will be well."
Expanding Product Portfolio and Market Reach
Zed Black is diversifying beyond its core incense offerings to capture a larger share of the growing camphor and pooja essentials market. The new range includes Pure Camphor and Bhimseni Camphor, available in various formats such as jars, zipper packs, and pouches ranging from 2 gm to 500 gm. This comprehensive portfolio is designed to cater to diverse consumer needs, from individual households to bulk purchases.
- Mass-premium positioning to build category leadership.
- Availability across general trade, modern retail, and quick commerce platforms.
- Integration of Dhoni's image on product packaging to enhance brand trust.
Leadership Insights and Growth Targets
Ankit Agrawal, Director of Mysore Deep Perfumery House, emphasized the campaign's focus on faith and positivity. "Our decade-long association with MS Dhoni reflects values of trust and belief, making him a natural fit for Zed Black. We aim to lead the Bhimseni camphor category and achieve widespread accessibility as we target the ₹1,000 crore revenue milestone by FY28," he stated.
Anshul Agrawal, another Director, highlighted the company's broader strategy: "We are investing in manufacturing infrastructure and distribution networks to support new categories like camphor, while maintaining a focus on innovation and sustainable practices in our fragrance-led FMCG portfolio."
Historical Context and Brand Evolution
Zed Black's partnership with MS Dhoni began in 2017 and has produced several successful campaigns, including the 2021 "#PrarthnaHogiSweekar" initiative directed by Farah Khan. Dhoni commented on the new campaign, saying, "With Zed Black, the message has always been simple: 'Do your best and believe.' 'Sab Shubh Hoga' continues to inspire positivity and faith."
From its origins as a small incense venture in Indore in the early 1990s, Zed Black has grown into a leading brand with a portfolio spanning incense sticks, dhoop, pooja essentials, lifestyle fragrances, and now camphor products. The company operates a 9,40,000 sq. ft. manufacturing facility in Indore, employs over 4,000 workers—80% of whom are women—and produces more than 4.5 crore incense sticks daily.
Market Presence and Future Goals
With a distribution network covering over 10 lakh retail outlets in India and a presence in 40+ international markets, Zed Black is poised for significant growth. The camphor range not only serves devotional purposes but also offers wellness benefits, such as antibacterial, antifungal, and anti-inflammatory properties, adding value for health-conscious consumers.
