MS Dhoni-Endorsed Incense Brand Zed Black Is Now a Case Study at Harvard Business School
Subtitle: From a Garage in Indore to Harvard: MDPH’s Fragrant Journey Goes GlobalImage Caption - Mr Ankit Agrawal Director Zed Black and Mr Anshul Agrawal Director Zed Black Indore July 16, 2025: In a proud moment for Indian enterprise, Zed Black, the incense brand endorsed by cricket legend MS Dhoni, is now featured as a case study at Harvard Business School. Its parent company, Mysore Deep Perfumery House (MDPH), is on its way to transform from a modest garage setup in Indore into a ₹1,000 crore fragrance powerhouse by 2027, making it one of the first from Indore and the Indian agarbatti sector to gain such recognition.Authored by Prof. Tulsi Jayakumar of SP Jain Institute of Management & Research, the case is being taught in global institutions, including the Fashion Institute of Te...










