Cycle Pure Agarbathi bets on rural demand, digital channels, and puja services for growth
Cycle Pure Agarbathi
is betting on rural revival,
digital channels
, and new service-led ventures to accelerate growth in this fiscal after posting high single-digit volume-led growth in the last financial year, a company's top official said.
'Last year was challenging but still a good one. We grew in the high single digits without any price hikes. This year already looks more promising quarter-on-quarter with renewed
rural demand
and appetite for innovations,' said
Arjun Ranga
, Managing Director, Cycle Pure Agarbathi, in an interaction with ETRetail.
The September to January festive season is expected to be a key growth window, he added.
Quick commerce and diversification
The company is sharpening its focus on quick commerce platforms, which are giving access to new consumer households. It has also entered the services space with Astro Puja, offering astrology-led ritual solutions, while expanding its
puja samagri
and home care portfolio.
While the company shared that e-commerce currently contributes less than 1% of sales but is growing rapidly. Cycle has raised its digital ad spend to 25% from just 1% a few years ago, using online channels primarily to gain consumer insights and test innovations. Its D2C website focuses on customization without undercutting offline trade.
Cycle operates through 35 depots and 5,000 distributors, reaching about 15 lakh outlets across the country. While its stronghold remains S
Competition and consumer shifts
India's Rs 7,000-crore agarbathi market remains highly fragmented and regional, with local players dominating every 100 kilometers. Cycle counters this with a portfolio of over 300 SKUs, ranging from mass-market incense to premium lifestyle products like
Woods
and
Lia
.
The company is also tapping into rising spiritual engagement among youth. 'Consumers today want purpose behind their purchases. We are the only carbon-neutral agarbathi manufacturer globally, we source ethically, support tribal artisans, and invest in charities. Younger buyers care about these values,' Ranga said.
Global presence and outlook
Cycle Agarbathi already exports to 75 countries and supplies to Walmart in the US, with Europe emerging as a promising market as eastern cultural practices gain ground.
When asked about exploring acquisitions and IPO, Ranga said, "The company is not exploring acquisitions or a public listing but is open to scaling its Pooja Samagri segment further."
"Our focus is on deeper consumer access rather than chasing topline numbers. The belief in religion and rituals is rising, and if more people experience our products, the opportunity is limitless," Ranga said.
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