Primo / Extra Special Connoisseur / Night Queen (+ Original), Patchouli (+ Original), Ruh Khus, Sandalwood (+ Original), Spice, Yellow Rose + Original / Kashmiri Rose, Lavender, Magnolia, Saffron

Primo Part 1

It was very interesting to put two and two together recently and discover that the family who makes Primo Incense in India, Haridas Madhavda, is also responsible for the Pure-Incense and Jivada lines, in fact I’ll end up making this change in the category lists to the left at some point. It does make sense, though, given the similarity of the bases in all of these incenses, but it’s also quite interesting to see that there are still not a lot of true duplicates across these various companies. Clearly Madhavada create incense from different specs, despite using similar bases.

However, while I’ve not tried Jivada yet, I think it’s safe to say that Pure Incense’s blends are definitely made at a much higher quality level than what we’re seeing from Primo, and, of course, the price does reflect these differences. Primo incenses are very basic and unfortunately this does not bode particularly well for their charcoal florals and in the case of very similar incenses like sandalwood, frankincense and the like, the Pure Incense versions are nearly always recommended as being the better buy, that is, even the Absolutes are more potent than any of the Primos.

But even in Primo we do see a two level difference in some of the aromas. For example with Night Queen there are both Extra Special Connoisseur and Original formulas, although I’d doubt many would be able to tell the difference between them, being that both are floral perfumes on a charcoal and vanilla base. In both cases the vanilla leaks through far too much and the floral oil is either gentle enough or dissipated to really have much of an impact. However, the oil is fairly powdery and pretty and somehow it ends up not being too much of a disaster (particularly in the Extra Special Connoisseur version where it’s a little stronger), although when you realize you can get the Shroff version without paying much more, there seems to be little reason to settle for either of these two.

The differences between the two versions of the Patchouli are a little more pronounced. The Original version is nearly a wash, with the oil so faint you’re almost left with just the base, the only impression being a rough earthiness mixed in with vanilla and charcoal. The Extra Special Connoisseur is far more intense, with the typical dry earth and clay mixture, but even though the scent is noticeable, the charcoal and vanilla base still causes quite a bit of conflict in the scent. In fact these days it’s almost inexcusable to produce a patchouli that doesn’t work given it’s relative affordability and sure enough, even the Pure Incense version is much more refined than this one.

Strangely enough, the Extra Special Connoisseur Ruh Khus is a lot closer to the way you’d wish the patchouli would smell. The charcoal here has been reduced to more masala-like levels and even though there’s still a noticeable vanilla subnote in the mix, the Khus is still well defined: earthy, pungent and green, with even a faint menthol touch and that bit of sweetness common to the herb. As a green and earthy aroma it’s quite similar to some green patchouli masalas, but this is quite a bit more special. Not perfect, but definitely in Primo’s upper echelon (I have to admit to looking forward to trying Pure Incense’s version, which given their track record, must be better).

I’m almost to the point where reviewing this type of masala Sandalwood is something of an exercise in tedium, being that it’s so common along many Indian lines, a masala with a hit of lower quality sandalwood oil in the mix. Perhaps the differences are intensity, with the oil being the best in the Pure Incense Connoissuer line, coming down a bit in the Absolute and then perhaps the Triloka and Original/Extra Special Connoissuer versions might be right after. In Primo’s case I thought maybe the Original had the better formula, with a small bit of spice in the mix and a slightly more intense oil, but at this point I think the differences are virtually trivial. Sandalwood incenses are often so similar that one’s advised to go for the Pure Incense Connoissuer if you want an Indian stick, or better yet, to try one of several Japanese incenses for something a bit more authentic to the real wood.

Spice only exists in the Extra Special Connoisseur range and you’d expect that anything with such a name should pop off the stick in a mix of cinnamon and clove, but unfortunately this one’s quite a bit duller. The base seems more herbal than spicy and the top notes only seem to have the lightest cinnamon-like aroma to it. Perhaps the mix with the base is what weakens the whole, but at the same time there’s some hard to place notes in the middle that keep it from becoming unpleasant and therefore it’s more bland than offensive.

The Yellow Rose is fairly typical of low quality floral charcoal disasters, the oil seems very cheap and the base is as much a part of the bouquet as the perfume is. That’s not to say the base overwhelms, after all the oil here is quite strong, but the mix of all the poor elements is quite offputting to say the least. I’m assuming the Pure-Incense version is far superior, as this is the sort of incense that almost made me swear off Indian florals at one point (which would have no doubt been to my detriment). The Original Kashmiri Rose fares no better. Perhaps the only difference is that one does get the impression the perfume oils are different enough to warrant the names, but I think I liked the Kashmiri even less than the Yellow. Or perhaps the base is even harsher here, way too much charcoal and vanilla in the mix.

The Original Lavender continues the issue from the roses, charcoal and vanilla bases but with an oil that barely resembles any sort of lavender you might be familiar. I should reiterate at this point that all my samples came fresh directly from Primo itself and that I’d tried all of these not far after purchase, so it’s difficult to even assume these might be too old, but the lavender is so faint in this one it barely seems present. Definitely one to avoid.

You’d think the same issues would exist with the Original Magnolia but it’s definitely more pleasant than the Night Queen, roses and Lavender even if the red color of the stick hides the fact we’re still dealing with a roughly similar base. It would be difficult to blame the Madhavada family entirely, after all the Pure Incense Absolute Magnolia is amazing, missing entirely the sort of sour middle note the Primo stick manifests. But clearly cheaper materials were used in this one.

At least I can leave this write up on a higher note, as the Original Saffron is a much better incense, different in quality from either the Shroff or Pure-Incense versions and probably more traditional in that it’s a masala with a noticeable sandalwood-heavy base that helps to drown out the usual charcoal and vanilla notes in so many Primos. In fact this is probably one of the line’s standout scents, with a sweetness in the mix that reaches a bit further in the champa direction that most of the line. It burns pleasant throughout even if one gets the impression there’s probably very little true Saffron here.

This covers just about the entire Primo line, although I see in both samplers there’s no Vanillatopia, but given the wallops of vanilla in nearly all the Primo scents it seems like it might end up being a pretty redundant and thus it’s not a stick I’m in a hurry to try. Overall, it seems that Pure Incense has more or less superceded Primo in quality, with much finer incenses from the same original and venerable incense making family, so there’s really no need to waste any time on this group, although I did end up coming out of the appraisal with positive opinions of the ESC Cedarwood, ESC Ruh Khus, Original Musk and Original Saffron mixes. It’s interesting to realize that for a long time Primo was very much considered one of the better incenses available in the US, so while we’ve lost quite a bit of quality in champas and durbars, it seems that we’re seeing much better product in the masala family.


  1. Dave R said,

    January 21, 2010 at 3:50 pm


    I recently received an order of bulk Primo ESC Agarwood from Ecclecstacy Arts. I notice on Primo’s website that this isn’t available anymore and would assume that it is old stock from EA. That being said, it compares favorably with the Pure Incense Absolute Agarwood…just toned down a bit. It would probably be a good analogy to Pure Incenses Super Agarwood I see they sell on their website.

    • Mike said,

      January 21, 2010 at 3:56 pm

      Thanks for the heads up Dave. I think one can apply that toned down feel to the fact that most Primo packages only go for a few bucks and are aimed at the mass market, where Pure Incense definitely seem to be going more for the connoisseurs.

  2. Janet said,

    January 21, 2010 at 12:32 pm

    My thoughts on the Rhu Khus and Patchouli were exactly the same….I tried the Rhu Khus first, and was really impressed by it, and was kind of let down that the Patchouli wasn’t at the same level.
    Haven’t gotten a chance to get the Pure Rhu Khus yet….

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