Cycle Pure Agarbathi Unveils New Festive Portfolio as It Marks 77 Years of Excellence

With an annual production of more than 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. For more than seven decades, the company has remained an integral part of India's spiritual and cultural landscape by combining traditional craftsmanship with modern innovation to create meaningful fragrance experiences.

The newly launched festive portfolio includes Cycle Stem Sambrani, Navin Puja Ghee, Good Luck Premium Incense in Lavender, Sandal, Musk and Kasturi variants, and Cycle Pure Cold Pressed Edible Gingelly Oil. The portfolio reflects the company's expanding presence across incense, puja essentials and wellness products. Designed to enrich everyday rituals and festive celebrations, the range combines quality, authenticity and innovation while remaining rooted in India's enduring traditions.

Speaking at the launch, Mr. Arjun Ranga, Managing Director, NR Group, said, "For 77 years, our journey has been guided by a simple philosophy to honour tradition while continuously evolving with changing consumer expectations. Fragrance has always held a special place in Indian homes, and our responsibility is to preserve that emotional connection while creating products that are relevant for today's consumers. Every innovation we introduce is built on the foundation of quality, authenticity and sustainability, ensuring we continue to remain a trusted part of everyday rituals and festive celebrations."

Highlighting the company's growing relationship with Tamil Nadu, Mr. Ranga said the state is not only an important market but also a key partner in Cycle Pure Agarbathi's vision of creating meaningful social impact. Beyond its business operations, the company has continued to support community development initiatives aimed at empowering lives and creating lasting change.

As part of its regional Corporate Social Responsibility initiatives in Tamil Nadu, Cycle Pure Agarbathi has supported the education and holistic development of differently abled girls for the past four years. What began as a meaningful partnership has evolved into a milestone initiative that enables 40 differently abled girls every year to pursue their education with confidence and dignity. The programme reflects the company's commitment to building an inclusive society by creating opportunities for education, independence and self-reliance while setting an example of empowerment through sustained community engagement.

Tamil Nadu remains one of the company's most significant markets, reflecting the state's rich spiritual heritage, deep-rooted cultural traditions and discerning consumers. As part of its continued growth strategy, Cycle Pure Agarbathi is strengthening its presence across the state through an expanding product portfolio and improved availability across traditional retail, modern trade, e-commerce and quick-commerce platforms, ensuring consumers have easier access to products that enrich their daily rituals and festive celebrations.

With a presence in more than 75 countries, a legacy spanning 77 years and a purpose-driven approach that combines innovation with sustainability, Cycle Pure Agarbathi continues to strengthen its position as a trusted household brand, taking India's fragrance traditions to global markets while creating a positive impact through meaningful social initiatives.

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 into the world's largest-selling incense stick brand. 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 under Lia, wellness home fragrance products under IRIS, floral extracts through NESSO, and Rangsons Technologies. Today, it has evolved into an "Agarbathi to Aerospace" conglomerate, manufacturing components for defence helicopters. Through its philanthropic arm, NR Foundation, the Group continues to contribute to society, with the third generation of the Ranga Rao family currently managing the organisation.