Founded in 1948 by visionary entrepreneur Shri N. Ranga Rao, Cycle Pure Agarbathi has evolved from a traditional incense manufacturer into a globally trusted brand. Throughout its 77-year journey, the company has strengthened its market leadership through continuous product innovation, responsible manufacturing practices, advanced technology, and an uncompromising commitment to quality, while remaining deeply connected to Indian culture and spirituality.
The company highlighted its achievements in sustainable manufacturing, stating that it is the world's first carbon-neutral incense manufacturer, a distinction it has consistently maintained through investments in renewable energy, afforestation programmes, and environmentally responsible manufacturing practices. Further reinforcing its environmental commitment, Cycle Pure has also achieved Plastic Neutral status by offsetting an equivalent amount of plastic through certified plastic waste recovery and recycling initiatives.
The newly launched Bamboo-less Solid Dhoop is available in three fragrance variants: Dasara, Yagna, and Woods, with each fragrance designed to deliver a distinct sensory experience.
The Dasara variant draws inspiration from the internationally renowned Mysuru Dasara celebrations. Combining the warmth of sandalwood with a rich blend of traditional aromatic ingredients, it recreates an atmosphere of celebration, elegance, and enduring tradition.
The Yagna variant is one of Cycle Pure's oldest and most respected formulations, dating back to the late 1940s. Inspired by the ancient Vedic ritual of offering natural ingredients into the sacred fire while chanting mantras, the fragrance is designed to enhance prayer, meditation, and spiritual reflection by creating a divine atmosphere.
The Woods variant is inspired by the tranquillity of nature and captures the experience of an early morning walk through a dense forest. Blending sandalwood, amber, Ailanthus Malabarica, and natural oils, it delivers a deep woody fragrance intended to promote calmness, balance, and rejuvenation.
The company also introduced Medini Twin Premium Cup Sambrani, inspired by Medini, the Earth Goddess in Indian tradition, who symbolises stability, abundance, and harmony. Designed to create a peaceful and sacred environment for prayers and religious rituals, the special twin-pack includes two fragrances, Rose and Jasmine, selected to enrich the spiritual atmosphere within homes.
Addressing the media, Chief Sales and Marketing Officer Amarnath Datta said that the company's journey over the past 77 years has been guided by a commitment to honour tradition while continuously evolving to meet changing consumer needs. He stated that the company's success has been built on trust, consistent quality, and innovation. While remaining firmly rooted in Indian culture and spirituality, Cycle Pure has adopted modern technology, research-driven product development, and sustainable manufacturing practices to remain relevant across generations. He added that consumers can now access the company's products through traditional retail outlets, modern trade, electronic commerce platforms, and rapid commerce channels, ensuring availability across multiple shopping preferences.
Datta further stated that innovation also requires environmental responsibility. He said the company has integrated sustainability into every stage of product design, manufacturing, and distribution as the world's first carbon-neutral incense manufacturer and now a Plastic Neutral company. He also emphasised the company's commitment to generating sustainable livelihood opportunities for women, stating that business growth must progress alongside social development.
The company observed that consumer demand is increasingly shifting towards premium prayer products, authentic fragrances, and environmentally responsible choices. These changing market preferences have influenced the development of the new festive range, which combines traditional fragrance experiences with modern product innovation.
Associate Vice-President, Marketing, Dwaipayan Das said the festive season represents a period of deep emotional and spiritual connection for Indian families. He stated that consumers increasingly seek products that combine authenticity, quality, and sustainability. According to him, the newly launched products reflect these changing expectations while preserving rituals and traditions passed down through generations. He also identified Bihar as an important market for the company, noting a growing demand for premium fragrance products during the festive season.
The company further announced that its recent acquisition of Satvik aligns with its long-term strategy of strengthening its presence in the prayer and spiritual products category. By combining complementary strengths, Cycle Pure aims to offer consumers a broader portfolio of trusted products while continuing to invest in innovation, sustainability, and consumer-focused growth.
As preparations for the 2026 festive season gather momentum across India, Cycle Pure Agarbathi stated that it remains focused on expanding its product portfolio, strengthening its presence across retail and digital channels, and delivering fragrance experiences that combine heritage, innovation, and responsible business growth.
The company also highlighted the broader journey of NR Group, established in 1948 by Shri N. Ranga Rao in Mysuru. Besides manufacturing Cycle Pure Agarbathi, India's leading incense brand and one of the world's largest incense manufacturers, the group has diversified into home fragrances through IRIS, functional air care products under Lia, floral extracts through NESSO, and aerospace engineering through Rangsons. Guided by its philosophy of innovation with responsibility, NR Group continues to combine heritage, sustainability, and community development while serving consumers across India and more than 75 countries.
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