India, March 28 -- In India, where daily puja is a household ritual, it's surprising that the market for essentials like cotton wicks, camphor, and puja oil has remained unorganised for decades.

While some brands in the incense space have maintained quality standards, others have struggled due to factors like poor packaging, inconsistent quality, and lack of hygiene.

Sridhar Joshi, Prashant Kulkarni, and Srikant Joshi, the cofounders of OM Bhakti, personally experienced this gap. Being deeply religious, they were disappointed with the declining quality and hygiene of traditional puja samagri, particularly cotton wicks.

To solve this challenge, they decided to launch OM Bhakti in 2012, a D2C brand that offers high-quality, traditionally...