Latest news with #CyclePureAgarbathi
New Indian Express
18-05-2025
- Business
- New Indian Express
'We are seeing quick commerce as a good opportunity'
Cycle Pure Agarbathi, the flagship brand of Mysuru-based 77-year-old NR Group, is the biggest player in the incense stick market, which is estimated to be around Rs 8,000-10,000 crore. Its annual revenue, according to Tracxn, stood at Rs 1,150 crore in FY24. In an interaction with Uma Kannan, Cycle Pure Agarbathi MD and Managing Partner NR Group, Arjun Ranga, who is the third-generation entrepreneur, said digital presence is now extremely important and that prayer as an opportunity is bigger in digital and ecommerce. Edited excerpts: Post-Covid, is there any change in the Agarbatti industry in terms of market and new players? From about 2019 onwards, there has been a huge influx of new manufacturers, and unorganised players coming to the industry. Especially during Covid, when people were talking about the benefits of using Agarbatti and keeping the fragrance at home. There has been a sudden increase in unbranded players entering the market. There is an oversupply because of that right now. However, the increase in population and consumption have helped the growth. The increase in the number of temples, rising number of pujas and rituals and the increase of religious tourism have also contributed to the growth of the industry. We have also created exotic combinations of fragrances targeting some specific geographical regions, festivals and giving the customers their taste of preference under various brands, which has further helped in boosting the growth. As an organised sector player, how do you see the proliferation of many unorganised players in the space? We are the biggest player in the market as an organised brand. In the AC Nielsen's report, the market is estimated to be Rs 8000 crore, which also includes unorganised players. It is estimated that the market is about 60-70% organised and the rest of it is unorganised. In this dynamic, our market share is about 20% of the whole organised share. The Agarabatti industry has made representation to the government about proliferation of unorganised players, and the government has suggested the best way is to go for an Indian standard. We are working with the Bureau of Indian Standards to come up with the Agarbatti standard. We are working closely with BIS to launch it. It should be done in the next three months. Do you have any plans to increase digital sales? With increase in information and accessibility for customers, we saw a shift in the consumption pattern of consumers, where unlike the older times the first access point is not the temples. Today for consumers, point of sale becomes a priority. Today, a lot of customer discovery is happening online and digitally through either social media or the portals. Digital presence today is extremely important for customers to understand your product, understand your brand, and tell your brand story. Our discovery process has increased dramatically. If we were 5% on digital 10 years ago, today we are 50% on digital in terms of communication. Do you think there is a growth opportunity in the e-commerce space? Agarbatti has typically been a purchase item, when stock is finished. Quick commerce is showing promise, because Agarbatti is an impulse purchase. And the unit packs are small -- Rs 100 a month is enough for you to light Agarbatti for the whole month. We are seeing quick commerce as a good opportunity. E-commerce is the new big thing. Agarbatti is not a category, but a discovery. Services have increased the opportunity for us, and we have got into astro services. That is leading into puja. So, prayer as an opportunity is bigger in digital and e-commerce. I see the next 5 years as a huge opportunity for us as well as the company in that space. We have a brand called and we see that as a big opportunity going forward. What is the long-term vision of the group? We are all a purpose-led brand. We believe in delivering hope. The long-term vision of the company is whenever anybody thinks of prayer or God, we need to be present either as a product or a service within an arm's reach.
Business Standard
25-04-2025
- Sport
- Business Standard
13th Edition of Tiger Cup 2025, Supported by Cycle Pure Agarbathi, Kicks Off with Debut of Girls' League
NewsVoir Bengaluru (Karnataka) [India], April 25: Cycle Pure Agarbathi inaugurates the 13th edition of the Tiger Cup 2025, a cricket tournament for the under 12, under 14 and under-16 category, in Bengaluru today. Scheduled to take place from April 21 to May 13, the tournament has also announced the launch of a girls' cricket tournament as an initiative to provide a platform and groom young cricketers. The event was inaugurated with the lighting of a 6-feet Agarbathi by the girls who will be participating in the tournament and Principal Dr. Bhimasen Soragaon, Dean Welfare, Dr. Mahesh Kumar, Admin officer Veeresh C S from JSS Academy of Technical Education, Bengaluru, alongside Cricket Expert Joseph Hoover. Featuring under-12, under-14, and under-16 categories, matches today started at JSS Academy of Technical Education with teams from Bengaluru, Mysuru, Dharwad, Koppal and Belgaum participating. The tournament continues its aim of nurturing young cricketing talent and promoting the sport in the region. Created by renowned cricket players, Sandeep Patil, Harbhajan Singh and Yusuf Pathan, the Tiger Cup Tournament is one of the most coveted events that brings 56 talented teams together, including over 900 players from all around India. The 13th edition of the Tiger Cup 2025 will be dedicated to raising awareness on the importance of conserving wildlife, with the proceeds of the event donated towards forest foot soldiers for their commendable service in protecting the forests and wildlife in the country. Held annually, the event will not only commemorate and celebrate the talents of young players, but through the partnership with Cycle Pure Agarbathi, will also felicitate forest staff. As part of this, it has contributed Rs. 4 lakh towards the felicitation, with Rs. 1 lakh each awarded to 2 forest staff from Karnataka, 1 from Kerala, and 1 from Tamil Nadu, recognizing their dedication to wildlife conservation. Additionally, Rs. 1 lakh has been an extended support to encourage the participation of girls through the newly introduced girls' categories this year in the Tiger Cup 2025. Speaking on the occasion, Mr. Arjun Ranga, Managing Director of Cycle Pure Agarbathi said, "We are proud to host the 13th edition of the Tiger Cup 2025, which, for the first time, includes felicitation of the forest staff and a dedicated girls' cricket category. At Cycle Pure Agarbathi, we believe that sports play a pivotal role in shaping young lives, and through this initiative, we are committed to creating new opportunities for aspiring female cricketers. The tournament also continues to honour the unwavering dedication of our forest staff, who work relentlessly to protect India's rich biodiversity." Cricket Expert, Joseph Hoover said, "The Tiger Cup 2025 is a celebration of budding cricketing talent, and it's wonderful to see the inclusion of girls category in this edition. It reflects the true spirit of the sport - one that's inclusive, inspiring and full of opportunity. It's been a privilege to witness young talents take their first steps towards greatness through this platform, and I wish them all the best in their journey ahead." The legacy brand Cycle Pure Agarbathi is committed in its stance to providing a platform for young talents to discover and compete in one of the largely celebrated sports around India. Cycle Pure Agarbathi has supported multiple formats of cricket tournaments throughout the years and are delighted to have partnered with the 13th edition of the Tiger Cup 2025. The Mysuru-based NRRS was founded by N. Ranga Rao in 1948. A true visionary and philanthropist, Shri Ranga Rao created the ubiquitous Cycle Pure Agarbathi which has, today, become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved into a successfully run business conglomerate with an established presence in India and abroad. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, floral extracts (NESSO), and Rangsons Technologies. Today, it is truly an Agarbathi to Aerospace conglomerate as it is also involved in making parts for defence helicopters. The organization has largely committed towards social responsibilities and fulfills them, through its charity arm 'NR Foundation'.
The Hindu
22-04-2025
- Sport
- The Hindu
13th edition of Tiger Cup 2025 sees debut of girls' league
The 13th edition of the Tiger Cup 2025, a cricket tournament for the under-12, under-14 and under-16 categories, was inaugurated in Bengaluru, this time with a special announcement on the launch of a girls' cricket tournament. Scheduled to take place from April 21 to May 13, the tournament, supported by Cycle Pure Agarbathi, began with the lighting of a 6-foot Agarbathi by the girls participating in the tournament. Officials of JSS Academy of Technical Education and cricket expert Joseph Hoover were at the event. Featuring under-12, under-14, and under-16 categories, matches started at JSS Academy of Technical Education with teams from Bengaluru, Mysuru, Dharwad, Koppal and Belgaum participating. Raising awareness on wildlife Created by renowned cricket players Sandeep Patil, Harbhajan Singh, and Yusuf Pathan, the Tiger Cup Tournament brings 56 talented teams together, including more than 900 players from all around India. According to a press release, the 13th edition of the Tiger Cup 2025 will be dedicated to raising awareness on the importance of conserving wildlife. The proceeds of the event will be donated towards forest foot soldiers for their commendable service in protecting the forests and wildlife in the country, the release noted. On the final day of the tournament, ₹1 lakh each will be awarded to two forest staff from Karnataka, one from Kerala, and one from Tamil Nadu, to honour their dedication to wildlife conservation. Additionally, Rs. 1 lakh has been earmarked to support the participation of girls in the tournament. Inclusive spirit Speaking on the occasion, Arjun Ranga, Managing Director of Cycle Pure Agarbathi, said, 'We are proud to host the 13th edition of the Tiger Cup 2025, which, for the first time, includes felicitation of the forest staff and a dedicated girls' cricket category. At Cycle Pure Agarbathi, we believe that sports play a pivotal role in shaping young lives, and through this initiative, we are committed to creating new opportunities for aspiring female cricketers. The tournament also continues to honour the unwavering dedication of our forest staff, who work relentlessly to protect India's rich biodiversity.' Hoover noted that the Tiger Cup 2025 is a celebration of budding cricketing talent. 'It's wonderful to see the inclusion of the 'girls' category' in this edition. It reflects the true spirit of the sport – one that's inclusive, inspiring and full of opportunity. It's been a privilege to witness young talents take their first steps towards greatness through this platform, and I wish them all the best in their journey ahead,' he said.
