New Delhi (India), March 18: In the heart of India’s spiritual landscape, the brand OM Bhakti has quietly carved a niche for itself, illuminating the lives of millions with its range of high-quality puja essentials. Their journey, however, began not with grand ambitions, but with a simple observation: the growing need for reliable and authentic puja products amidst a largely unorganized market.
Founded in 2012, OM Bhakti’s founders, Sridhar Joshi, Prashant Kulkarni and Srikant Joshi driven by their deep respect for tradition and a desire to make daily puja easier for everyone, embarked on a mission to transform the way puja essentials were perceived and distributed. They recognized the shortcomings of the existing market, where quality was often compromised, and accessibility was limited to local vendors near temples.
From Humble Beginnings to Market Leaders
Driven by this vision, OM Bhakti started operations in 2016, focusing on two key aspects:
- Right Quality Puja Products:They meticulously researched and developed products like cotton wicks, puja oil, and other puja samagri that adhered to traditional practices and ensured consistent quality. Their signature cotton wicks, for example, are made from high-fibrous cotton and certified to light-up for 12 hours, eliminating the need for frequent oil refills.
- Ease of Availability: Recognizing the changing consumer preferences, OM Bhakti became the first organized brand to make puja essentials readily available beyond traditional puja stores. They partnered with modern supermarkets, online grocery platforms, and even kirana stores, were the first brand doing the best way in ensuring the products reached the households in India.
Innovation and Impact
OM Bhakti’s commitment to quality and accessibility has not only revolutionized the puja essentials market but has also created a positive social impact. They actively collaborate with rural women, providing them with employment opportunities in the production of their cotton wicks. This empowers these women and preserves the traditional art of wick-making.
Their achievements are truly remarkable:
- Top Selling Brand:OM Bhakti has become the top-selling brand in the puja samagri category and ranks among the top three brands in puja needs category in the online grocery segment.
- Market Leadership:They are the first organized brand to successfully enter the puja samagri market, transforming it into a mainstream FMCG category.
- Product Excellence:Their products boast a consumer rating of over 4.2 and consistently receive positive reviews for their quality and performance.
Products setting them apart
- The Ever-Burning Wick:Their flagship Cotton Wicks, meticulously crafted from high-fibrous cotton, stand tall for 12 hours or even longer, eliminating the need for frequent refills. This innovation, born from collaboration with the Cotton Research Institute, embodies their commitment to quality and convenience.
- Ghee Wicks – Lighting Up Time:For those seeking a quicker light, OM Bhakti introduced Pure Cow Ghee Wicks, pre-soaked for immediate use. This time-saving option caters to modern lifestyles while respecting traditional practices.
- Pancha Deepa Oil: A Symphony of Flames: This unique blend of five natural oils nourishes the wick, extending its burn time and filling the air with a fragrant aura. This exemplifies OM Bhakti’s emphasis on both performance and sensory experience.
Looking Ahead
OM Bhakti’s story, from its humble beginnings to its current success with over 850 stores across Pan-India Retail Chains like Reliance Retail, Spencer’s Retail, SPAR Hypermarket, MORE stores, Star Bazaar, LULU Hypermarkets, and Local Retail Chains like Namdharis Fresh, Vijetha, Ratnadeep, QMart, Ushodaya and many, is a beacon of inspiration for businesses seeking to thrive in a traditional market. They have shown that innovation can bloom even in the fertile ground of respect for tradition. OM Bhakti’s vision extends beyond market leadership. They aim to reach 100 crore in sales within the next three years and continue expanding their product range while staying true to their core values of quality, tradition, and social responsibility. They are committed to making the puja experience more meaningful and accessible for every household in India. Sridhar Joshi of OM Bhakti says “In our journey to enlighten homes with peace and devotion, OM Bhakti stands as a symbol of purity and tradition. Our commitment is to bring not just products, but a sense of divine connection to every household, ensuring that our cultural roots are nurtured with the highest quality of Puja essentials.”
As they continue their journey, OM Bhakti promises to illuminate not just homes, but also hearts, reminding us of the importance of quality, community, and spiritual fulfillment.
Key Takeaways
OM Bhakti’s story is an inspiration for any entrepreneur who dares to challenge the status quo. They have shown that even in a traditional market, there is room for innovation and disruption, as long as it is grounded in respect for tradition and a genuine desire to serve the community. Their journey serves as a beacon of light, illuminating the path for others to make a positive impact through their business endeavors.
