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today underlined the importance of West Bangal, saying the state continues to be a significant
growth market for the company, driven by its rich cultural heritage, strong spiritual traditions and
increasing preference for premium fragrance and puja products.
Cycle Pure Agarbathi is further strengthening its presence across West Bengal and neighbouring
states through an expanding product portfolio, enhanced distribution, modern trade, e-commerce and quick-commerce platforms, ensuring consumers have easier access to products that enrich
their daily rituals and festive celebrations.
Speaking at a media interaction here, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathi,
said, "For 77 years, our journey has been guided by a simple philosophy to honour tradition while
continuously innovating for changing consumer needs. Fragrance has always been at the heart of
our identity, and our ability to research, develop and blend fragrances entirely in-house has
enabled us to create products that evoke faith, nostalgia and emotional connection across
generations. This expertise, combined with our commitment to quality, sustainability and
responsible growth, continues to distinguish Cycle Pure Agarbathi in the marketplace. The recent acquisition of Satvik is another important milestone in our vision of becoming a complete spiritual and devotional solutions provider for consumers across India."
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| Cycle Pure Agarbathi Showcases 77 Years of Fragrance |
Mr. Ranga also underscored the company's commitment to buttress its presence in Eastern India
while showcasing the qualities that have made Cycle Pure Agarbathi one of India's most trusted
household brands.
With an annual production of over 12 billion incense sticks, Cycle Pure Agarbathi carries the
fragrance of faith to millions of homes across the globe, answering nearly 6 billion prayers every
year. Backed by a robust network of 5,000+ distributors and over 5 lakh retail outlets across India,
the company has built an extensive reach over the past 77 years. Today, with a presence in over
75 countries, Cycle Pure Agarbathi continues to blend India's spiritual heritage with innovation,
delivering India’s rich fragrance heritage to consumers worldwide. Cycle Pure Agarbathi
continues to strengthen its position as a global leader in the fragrance industry remains
committed to taking India's rich fragrance heritage to the world while creating meaningful value for consumers and society.
One of the company's greatest differentiators has been its in-house fragrance expertise. Every
fragrance has been conceptualised, researched and blended by Cycle Pure Agarbathi's family
members. Unlike many players in the industry who depend on third-party fragrance suppliers, the
company has invested in building its own fragrance research and development capabilities,
enabling it to create distinctive, consistent and high-quality fragrances that have earned the trust
of generations of consumers. This unique capability continues to set Cycle Pure Agarbathi apart in
an increasingly competitive marketplace.
The company has consistently expanded its portfolio to meet evolving consumer needs while
preserving the authenticity of traditional Indian rituals. Its recent festive portfolio includes
innovative offerings such as;
• Bamboo-less Solid Dhoop – 3 variants Dasara, Yagna and Woods each fragrance has been
thoughtfully crafted to evoke a distinct sensory experience. Inspired by the grandeur of the
world-renowned Mysuru Dasara celebrations, Dasara combines the warmth of sandalwood
with a rich masala blend to recreate an atmosphere of celebration, elegance and timeless
tradition. Yagna, one of Cycle’s oldest and most revered formulations, traces its origins to
the late 1940s. Inspired by the sacred Vedic ritual of offering natural ingredients to the holy
fire while chanting mantras, it creates a divine fragrance that enriches prayer, meditation,
and spiritual reflection. Drawing inspiration from the serenity of nature, Woods captures
the feeling of an early morning walk through a lush forest. Blending sandalwood, amber,
Ailanthus Malabarica and natural oils, it offers a deep, woody fragrance that promotes calm,
balance and rejuvenation.
• In Indian tradition, Medini is revered as the Earth Goddess, symbolizing stability,
abundance, and harmony. Inspired by this nurturing essence, Medini Judwa Cup Sambrani
is crafted to create a deeply calming and sacred atmosphere for your prayers and rituals.
The special pack contains two soothing fragrances - Rose and Jasmine, each chosen for its
ability to enhance the spiritual ambience of your home.
Further strengthening its position in India's spiritual ecosystem, Cycle Pure Agarbathi recently
announced the acquisition of Satvik, one of India's most trusted puja products brands. The
strategic acquisition marks a significant milestone in the company's journey towards becoming a
comprehensive provider of spiritual and devotional solutions. By bringing together two respected
brands with a shared commitment to quality and authenticity, the acquisition enables the
company to offer consumers a wider portfolio of products for everyday worship and festive celebrations.
Beyond business, NR Group has remained committed to creating a meaningful social impact for
decades. Through the NR Foundation, the Group has been undertaking impactful CSR initiatives
for over 37 years, focusing on education, healthcare, rural development, environmental
sustainability and community welfare. The Foundation continues to work towards improving the
quality of life in communities while creating sustainable social impact.
Women empowerment has been at the heart of Cycle Pure Agarbathi’s purpose-driven journey.
Through its flagship initiative in Gadchiroli, Maharashtra, the company has transformed the lives
of thousands of tribal women by creating sustainable livelihood opportunities through agarbathi
rolling. What began as a social initiative has evolved into one of India's most impactful women
empowerment programmes, enabling women to earn a steady income while balancing their family
responsibilities within their own communities.
Sustainability remains central to Cycle Pure Agarbathi's operations. The company has been carbon
neutral for the past 12 years and recently achieved plastic neutrality, reinforcing its commitment
to responsible manufacturing, sustainable sourcing and environmentally conscious innovation.
About NR Group:
The Mysuru-based NR Group was founded by Shri N. Ranga Rao in 1948. A visionary entrepreneur
and philanthropist, Shri Ranga Rao established Cycle Pure Agarbathi, which has grown to become
the world's largest manufacturer of agarbathi. From a home-grown enterprise, NR Group has
evolved into a diversified business conglomerate with a strong presence in India and international
markets.
The Group has diversified into functional air care products (Lia), premium home fragrance
products (IRIS Home Fragrances), floral extracts (NESSO), and advanced engineering through a legacy of innovation, quality, sustainability and social responsibility
Rangsons Technologies, making it a truly unique "Agarbathi to Aerospace" conglomerate. Today,
the company continues to be led by the third generation of the Ranga Rao family, carrying forward.