Fragrances, innovation set Cycle Pure Agarbathies apart from others: Managing Partner Arjun Ranga
By A K Sahoo
Cycle Pure Agarbathies by NR Group is as old as the incense stick industry in India. Born in 1948, the company is of the pioneers in India’s fragrance industry. With so many unorganized players in the market, Cycle has been successful in carving out their own space and establishing an organised market for themselves.
With the third generation in the hook there have been swift changes and development that has made Cycle stand tall in the fragrance industry. Post GST, the brand is increasing its distribution network in northern and eastern India.
Here is an interview with Arjun Ranga, Managing Partner, NR Group & Managing Director, Cycle Pure Agarbathies, who has successfully sustained Cycle Pure’s market leadership by initiating bold business and marketing strategies.
Mr Ranga plays a hands-on role in employee development and engagement, and believes that people are at the core of an organization. His ability to energize and inspire people around him is one of the reasons for consistent business growth and very low attrition at the company.
Odisha News Online : Please tell briefly about your company.
Ans: The NR Group was founded in the heritage city of Mysore by Shri N. Ranga Rao. What began in 1948 as a fledgling agarbathi manufacturing company is today the world’s largest manufacturer of incense sticks. Shri. Ranga Rao was a man of great vision, foresight, and dreamt of building a value-driven business. Even in the year 1948, he believed in building a brand. He called his range of incense sticks Cycle, which has the same meaning in all Indian languages. The logo also had a picture of a bicycle to match, and thus was born a brand which symbolized honesty and true value for money. A symbol that is today widely known and trusted.
The NR Group has always been ahead of its time, with series of marketing, research, product, packaging and organizational innovations. The enterprise, as a result, evolved from an incense stick manufacturer to one that provides a wide range of solutions in the natural aroma and fragrance category. Over the last 70 years, the Group has diversified into various sectors and become a name to reckon with in each one of them.
Odisha News Online : How has been the journey so far?
Ans. Every day is a new milestone for us. Apart from product innovation in our segment, we have also forayed in different verticals and diversified rapidly as anagarbathi to aviation conglomerate
Odisha News Online : What do you think is your competitive advantage and how it sets up apart from others?
- Fragrances
- Innovation
- Better supply chain
- 70 years of Purity and honesty
Odisha News Online What the customers should take into account while buying a packet of Agarbathi?
Ans: There are three key things:
- Ease of availability
- Value for money in terms of quality and quantity
- Pleasant Fragrance
Odisha News Online What the per annum or per month volume of Agarbathi sale in India. What is the Odisha share?
Ans: Odisha is a big and important market for us. It is among the fastest growing market and is very traditional in nature. Per capita population wise it’s among the most potential market.
Odisha News Online : What is volume of operations?
Ans: It will cater to the north eastern market
Odisha News Online : What is your total employee strength? Are they all salaried employees and covered under various social security measures?
Ans: Locally they all are under social security measures
Odisha News Online : Please tell us something about your Odisha operations?
Ans: It is the first step of the company to start manufacturing from that market. Predominantly the packaging and making of raw agarbathies will happen from that unit but creation of fragrance will be in Mysore and will be sent from Mysore.
Odisha News Online : What is the capacity of Balasore plant?
Ans: It will supply to our north east market mainly. Also, as and when demand increases we will increase the capacity.
Odisha News Online: Would you please share about CSR activities vis-a-vis other players in the field.
Ans: Project Prerepana (Phase II) aims to promote sustainable development of seven slums in Mysuru through its focus on health, education, and socio-economic empowerment of youth and women. NR Foundation had earlier supported the Phase 1 of this project which lasted 5 years i.e. 2006 to 2011. With an aim to generate awareness on issues crucial for development, establish learning centers, provide career guidance and counseling, and strengthen community-based institutions, Swami Vivekananda Youth Movement (SVYM), the implementing partner had successfully executed Prerepana phase–I (2006). This had focused on women and child welfare with its thrust on health and education.
Following the Phase I success, proposed for 5 years (2016-21), and to sustain community driven progress, Phase II Prerepana aims to address and resolve the critical needs of the slum dwellers and strengthening the key social development indicators like issues of health (Alcohol De-addiction), education (Children & Youth) and facilitating linkages for social entitlements in the community. The project will lay its focus on seven slums of MysuruvizKarakushalanagar, MetagalliEkalavyanagara, Bharath Nagar, Kalyangiri–KSB Colony, VandeMatharam, Shivrathreshwaranagara and Kesare- Kurimandi.
