Dolay Tshering’s Path to Success
In 2015, Dolay Tshering ventured into the manufacturing of incense sticks, marking a significant turning point in his entrepreneurial journey. While the idea had taken root two years earlier, it was only after overcoming numerous challenges that Dolay entered the market. Inspired by his father-in-law’s (Tshampa) craftsmanship, he decided to immerse himself in the ancient art of incense-making, blending tradition with innovation.
Dolay’s journey is one of perseverance. Before becoming a successful entrepreneur, he served as a civil servant. Despite the security his government job provided, Dolay harbored a deep desire to forge his path. He left his position to start a workshop and tried his hand at multiple ventures. However, these initial businesses were met with failure—eight times, to be precise.

Drawing inspiration from the legendary Tshongpoen Norbu Zangpo, a historical figure known for his resilience in overcoming failures, Dolay pressed on. “Norbu Zangpo failed eight times and succeeded on his ninth attempt to become an iconic business tycoon. His story motivated me to keep going despite my setbacks,” Dolay shared. True to this narrative, his ninth attempt birthed Himalayan Incense, a venture that would eventually become a household name.
When Dolay took over the Tsheringma brand, it was primarily focused on producing sang in powder form. Recognizing the need for a more convenient product, he transformed the powder into incense sticks. This innovation resonated with customers and quickly gained traction, leading to widespread demand across Bhutan and abroad.
Countries such as Taiwan, Nepal, Hong Kong, and China became major importers of his incense sticks. However, the COVID-19 pandemic severely impacted exports, reducing them by 80%. “The pandemic changed regulations and significantly increased air transportation costs, making exports difficult,” Dolay explained. Despite these challenges, the domestic market has remained a stronghold for Himalayan Incense.
The spiritual and cultural roots of the Himalayan Incense trace back to Tibet. According to legend, a devastating disease once afflicted the Tibetan people, leaving them with painful wounds. In response, Guru Rinpoche, a revered spiritual master, crafted incense sticks using 108 sacred ingredients. The aromatic smoke from these sticks was said to heal wounds and restore health, earning the incense a revered place in Tibetan tradition.

This sacred formula eventually made its way to Bhutan, brought by great lamas. Bhutan’s traditional hospital, Nangpai Menkhang, conducted eight years of meticulous research to recreate these incense sticks, preserving their healing properties and spiritual essence.
Today, Himalayan Incense continues this legacy by incorporating 108 natural ingredients in its products. Of these, 27 are imported from India, while the rest are locally sourced from Bhutan. Women from rural areas such as Zhemgang, Trongsa, and Lhuentse play a pivotal role in collecting herbs, empowering them economically, and sustaining traditional practices.
Himalayan Incense offers a range of 17 products, each catering to specific needs and preferences. Some of the most popular products include:
- Tsheringma (Happiness Incense and Poi): Made from 108 medicinal and aromatic plants, this formulation is believed to have been created by Guru Padmasambhava. It is cherished for its uplifting properties.
- Dzambala (Wealth and Prosperity Incense): Prepared following ancient texts, this incense uses highly aromatic and medicinal plants to promote prosperity and well-being.
- Dip Sang: Known for its ability to cleanse negative energy, this product is favored for purifying thoughts and surroundings.
- Zhiney Sang (Peace Incense Powder and Poi): A blend of medicinal herbs and precious gemstones, it is used to promote inner peace and calm the mind.

Despite its success, Himalayan Incense faces several challenges. One of the primary difficulties is sourcing raw materials. Herbs need to be collected seasonally, and failing to gather enough can lead to shortages that hinder production. “Collecting a year’s worth of raw materials is crucial, as shortages directly affect our ability to meet customer demand,” Dolay explained.
Winter adds another layer of complexity, as the incense sticks must be dried under the sun—a challenging task in cold weather. Additionally, issues with suppliers and the logistical difficulties of transportation further complicate operations.
However, Dolay’s innovative approach to business has helped mitigate some of these challenges. By establishing agents across all 20 Dzongkhags in Bhutan, he has created a robust distribution network, ensuring the availability of his products nationwide.
Himalayan Incense stands out not only for its high-quality products but also for the cultural and spiritual values it embodies. The incense is known for its ability to ward off evil forces, cleanse negative energies, and promote mental well-being. As a result, it has gained a loyal following among both domestic and international customers.
Dolay’s dedication to preserving the sacred traditions of incense-making has earned Himalayan Incense a reputation as a brand deeply rooted in Bhutanese heritage. “Our incense carries the essence of the Himalayas,” Dolay remarked, “It is not just a product but a piece of our culture and spirituality.”
Despite facing significant challenges in recent years, including the decline in exports and rising production costs, Himalayan Incense continues to thrive in Bhutan’s domestic market. Dolay’s vision for the future involves expanding production capacity and further strengthening the brand’s presence both locally and internationally.
“We are exploring ways to meet the growing demand for our products without compromising on quality. This includes investing in better storage facilities for raw materials and improving our production processes,” Dolay shared.
Through resilience and innovation, Dolay Tshering has transformed Himalayan Incense into a symbol of Bhutanese craftsmanship and spirituality. His journey, marked by failures and triumphs, serves as a testament to the power of perseverance and the enduring value of cultural heritage.
As Himalayan Incense continues to grow, it not only supports local communities but also brings the healing essence of the Himalayas to the world, one stick at a time.