From virtual puja to airplane parts construction, the entrepreneurial spirit of the third generation of the NR Group, producers of Cycle Agarbattis, is branching out to various ventures. However, the incense stick stays at the core of all the businesses.
Cycle Agarbatti, also known as Cycle Pure Agarbatti is an Indian incense stick brand, founded by N. Ranga Rao in 1948. Presently, it is headed by Arjun Ranga who is the managing partner of the brand. It is a commodity parented by the NR Group. It was created as a subsidiary.
N. Ranga Rao was eight years old when he lost his father. Burdened with responsibilities at a very young age, he started doing small jobs, switching from one to the other, to make both ends meet. He moved to Mysore and started an incense sticks business to keep the family’s traditional values intact. He hailed from a family of teachers and priests.
By the year 1950, Ranga Rao’s eldest son Guru Ranga came on board and expanded the business to Chikmagalur and Hassan markets. To be precise, NR Group’s expansion and growth started when Guru Ranga, RN Murthy Ranga and Vasu Ranga entered the business. The credit for building up the brand identity of a ‘Cycle’, the greatest strategy ever, goes to Ranga Rao. ‘Cycle’ was the first Agarbatti manufacturer to shift from tin packaging to cardboard packaging, which brought a drastic reduction in the cost of production and waste. It reflected in the cost of the final product. It is one of the few companies with in-house fragrance research labs and the first incense stick company to be certified as a ‘Carbon Neutral Agarbatti manufacturer’ in the world.
Ever since its foundation, the NR group has been in the business of incense sticks and prayer materials. The group’s primary business is driven by the ‘Cycle Pure Agarbathies and pooja products’ segment. Later on, the group diversified into the manufacturing and marketing of functional and air purifying products with Ripple Fragrances Private Limited.
The group has diversified into various businesses such as essential oils, fragrances, incense, and electronics. One of the most innovative among them is the Pure Prayer App, which helps consumers book pilgrimages, stream live footage from temples across the country, and even book a priest to visit their homes to perform rituals.
As a leading brand for incense sticks in India, the Cycle brand stands apart. The reason for the outstanding market base in the country for the brand is its quality.
