Startup Originals Team
The story of Cycle Pure Agarbathies is one of quiet resilience, deep-rooted values, and long-term vision. What began as a humble home-based venture in Mysuru has grown into a ₹1,700-crore global fragrance business, reaching homes in more than 75 countries. Built on faith, tradition, and ethical entrepreneurship, Cycle Pure stands today as one of India’s most enduring consumer brands.
Humble Beginnings Rooted in Faith
The journey began in the 1940s with N. Ranga Rao, a young man from Mysuru who started making incense sticks at home under the guidance of his grandmother. Having lost his father at a young age, Ranga Rao turned to entrepreneurship with determination and a belief that spirituality and business could grow together.
In 1948, he formally established NR Group and launched Cycle Pure Agarbathies. From the outset, his vision was clear: to create a product that respected Indian religious traditions while maintaining high standards of quality and integrity.
Early Innovation That Changed an Industry
Ranga Rao was ahead of his time in recognising the importance of branding and innovation in a largely unorganised industry. He introduced tin and cardboard packaging to preserve fragrance and quality—an industry first that helped standardise incense products in India.
He also set up in-house fragrance laboratories, enabling the company to develop distinctive scents tailored to Indian rituals and cultural preferences. Over time, the iconic “Cycle” symbol became a mark of purity and trust, finding a permanent place in millions of Indian households.
These innovations helped Cycle Pure differentiate itself and build a loyal customer base across generations.
Scaling Into a Global Fragrance Leader
Today, Cycle Pure Agarbathies is the world’s largest incense manufacturer, producing nearly 12 billion incense sticks annually. The brand exports to over 75 countries and commands a strong position in India’s ₹6,000-crore incense market.
Its scale is supported by a vast distribution network comprising around 40 depots, 5,000 distributors, and nearly 8 lakh retail outlets across India. Despite its size, the company has retained its focus on quality, consistency, and cultural relevance.
Next-Generation Leadership and Diversification
Under the leadership of Arjun Ranga, the founder’s grandson, NR Group has expanded beyond incense into home fragrances, air care, lifestyle products, and digital initiatives such as the Pure Prayer app. These moves reflect an effort to modernise the brand while staying anchored in its spiritual and cultural roots.
The group has also embraced sustainability as a core value. Cycle Pure is among the world’s first carbon-neutral incense manufacturers, integrating environmentally responsible practices across its operations.
Social Impact and Ethical Growth
A defining aspect of Cycle Pure’s success is its commitment to social responsibility. Nearly 70% of its workforce comprises rural women, whom the company has empowered through stable employment and skill development. This focus on inclusive growth has strengthened both its supply chain and community impact.
A Legacy Built to Last
From a small room in Mysuru to a global fragrance empire, Cycle Pure Agarbathies represents a rare blend of tradition and innovation. Its success lies not just in scale or revenue, but in its ability to remain relevant, ethical, and deeply connected to the values of its consumers.
More than seven decades on, Cycle Pure continues to prove that businesses rooted in purpose and patience can create enduring global success—one incense stick at a time.
