India has launched a new national standard, IS 19412:2025, for incense sticks (agarbattis) to enhance consumer safety and indoor air quality. The standard prohibits the use of certain insecticidal and synthetic fragrance chemicals, many of which are restricted internationally. This move aims to protect public health, support the Rs 8,000 crore Indian agarbatti industry, and improve its global competitiveness. Compliant products can now carry the BIS Standard Mark, aiding consumer choice.