Where Tradition Meets Tomorrow: Cycle Pure Agarbathi Celebrates 77 Years of Fragrance
From Sacred Smoke to Global Presence: Cycle Pure Agarbathi Marks 77 Years of Timeless Fragrance
Cycle Pure Agarbathi Marks 77 Years of Fragrance, Faith, and Innovation
For 77 years, a familiar fragrance has risen with every prayer, lingered in every celebration, and woven itself into the fabric of Indian homes—this is the story of Cycle Pure Agarbathi.
Bilkul Bazaar
Ahmedabad | 06 February 2026
Cycle Pure Agarbathi, India’s leading agarbathi brand, proudly celebrates 77 years of excellence in the FMCG industry. Founded in Mysuru in 1948, the brand has grown from humble beginnings into a global ambassador of Indian tradition, with its fragrances now reaching consumers in over 75 countries worldwide.
Producing more than 12 billion incense sticks annually, Cycle Pure Agarbathi continues to set industry benchmarks in quality, safety, and consistency. The brand follows eco-friendly sourcing practices, stringent multi-stage quality checks, and advanced laboratory testing to ensure purity in every stick.
A pioneer in sustainability, Cycle Pure Agarbathi is the world’s first carbon-neutral agarbathi manufacturer. This milestone has been achieved through renewable energy adoption, afforestation initiatives, and the use of verified carbon credits. Strengthening its green commitment further, the company is progressively transitioning to plastic-free packaging.
Speaking about the Gujarat market, Amarnath Datta, Chief Sales and Marketing Officer, said,
“In Ahmedabad, Cycle Pure’s Three in One, Heritage Chandanam, and Lia Prime Rose variants continue to be customer favourites. Fragrances like mogra, rose, and sandalwood resonate deeply with the city’s cultural ethos. Going forward, we are exploring region-specific launches, including devotional dhoop sticks and fusion fragrances tailored to local preferences.”
Blending heritage with innovation, Cycle Pure preserves age-old fragrance recipes while introducing modern formats suited to contemporary lifestyles. Its wide portfolio of pooja room essentials enhances both everyday rituals and festive celebrations. From the sacred Naivedya Cup Sambrani, inspired by temple traditions, to the Lia Room Freshener for instant freshness, the brand bridges tradition and modern living. Products such as Camphor Tablets, Camphor Pouches, puja kits, samagri sets, and ghee-based offerings further reinforce its role as a trusted companion for every sacred space.
Beyond business, Cycle Pure Agarbathi remains deeply committed to community empowerment. Its women empowerment initiative in Gadchiroli trains women in agarbathi rolling, enabling sustainable livelihoods and financial independence. The brand also undertakes CSR initiatives spanning education for underprivileged children, rural healthcare camps, and skill-development programs that promote self-reliance.
To engage younger consumers, Cycle Pure has strengthened its presence across e-commerce platforms such as Amazon and Flipkart, along with quick-commerce services including Swiggy Instamart and Blinkit. The launch of modern lifestyle products like air fresheners and essential oils, coupled with strategic cricket sponsorships, has significantly enhanced brand visibility and emotional connect with younger audiences.
In Gujarat, Cycle Pure Agarbathi enjoys a strong footprint across both urban and rural markets. Over the next two years, the brand plans to expand deeper into Tier-2 and Tier-3 towns, introduce eco-friendly innovations, and strengthen community engagement through cultural sponsorships.
Founded by visionary philanthropist N. Ranga Rao, Cycle Pure Agarbathi is the flagship brand of NR Group, which has since evolved into a diversified global enterprise. The Group’s portfolio includes functional air-care products under Lia, wellness home fragrances through IRIS by Ripple Fragrances, floral extracts via NESSO, and advanced engineering solutions through Rangsons, including components for defence helicopters. Today, NR Group proudly stands as an “Agarbathi to Aerospace” enterprise, with its social initiatives led by the NR Foundation and the business guided by the third generation of the Ranga Rao family.
As fragrant smoke curls upward in quiet prayer, it carries with it decades of devotion. For 77 years, Cycle Pure Agarbathi has been part of India’s sacred moments.
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