In the wonderland of agarbattis

The agarbatti or joss stick or incense stick is an item that is found in every home. It is believed that the Gods love the scent, and the smoke that billows out from the burning agarbatti act like magic on those who are within its range. It is a product that used to fall into the category of a cottage industry, but has now been relegated to something much more. It is a product that must be sold, and an aggressive marketing technique is essential to exploit its export potentials.

In order to achieve this objective, the industry has roped in celebrities from the movie world to cricketers. There is an aging heroine who, with her daughters, beams at the priest and offers packets of agarbatti instead of flowers. The reason is simple – her daughter forgot to bring flowers and the mother offers the agaratties as an alternative. Wonder how agarbatties can substitute flowers during the anjali (floral offerings)!
Then there is an actor in his 70s who also is a fan of agarbatties. In fact, of late, he is seen to be endorsing any and every product that comes his way. His appearance in movies have reduced because the younger crowd has edged him out, but he probably wants to remain in focus to ensure that people do not forget him. As the saying goes – out of sight is out of mind.
And then there are the cricketers. They are also seen to endorse agarbatties. They have a reason – before the start of any major game, they invariably make a beeline to the temple for a meeting with the Gods to seek their blessings. All of them extoll the virtues of the incense stick. Wonder when the yoga guru will enter the field and who he will select to endorse his brand.


Image courtesy wikimediacommons.org

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