Press Release – Cycle Pure Agarbathi Festive Launch (Patna, Bihar, 18 July 2026)
Cycle Pure Agarbathi, recognized as India’s No. 1 agarbathi manufacturer and one of the world’s largest incense brands, marked its 77th anniversary by unveiling a new festive product line. The company, founded in 1948 by Shri N. Ranga Rao in Mysuru, now operates under the NR Group umbrella and serves consumers in more than 75 countries.
The launch introduces two product families. The Bamboo-less Solid Dhoop is offered in three distinct fragrances—Dasara, inspired by the Mysuru Dasara celebrations with sandalwood and masala notes; Yagna, a legacy formulation dating back to the late 1940s that evokes Vedic fire‑offering rituals; and Woods, a blend of sandalwood, amber, Ailanthus Malabarica and natural oils designed to simulate a forest walk. The Medini Judwa Premium Cup Sambrani comes in a dual‑fragrance pack featuring Rose and Jasmine, intended to create a calming ambience for prayers and rituals.
Speaking at the media interaction, Mr. Amarnath Datta, Chief Sales and Marketing Officer, emphasized the company’s philosophy of honoring tradition while evolving with consumer needs. He highlighted that Cycle Pure manufactures over 12 billion incense sticks each year, reaches a global footprint of 75+ countries, and maintains its status as the world’s first carbon‑neutral agarbathi producer. The firm has also achieved Plastic‑Neutral certification by offsetting the plastic used through certified recovery and recycling programmes. Datta noted that the products are available across traditional retail, modern trade, e‑commerce and quick‑commerce platforms, ensuring broad accessibility.
Mr. Dwaipayan Das, Associate Vice‑President, Marketing, added that the festive season drives deep emotional and spiritual connections for Indian families, and that today’s consumers seek authenticity, quality and sustainability. He pointed out that Bihar remains a key market, with rising demand for premium fragrance offerings during festivals.
The announcement also referenced the recent acquisition of Satvik, aligning with the NR Group’s long‑term vision to strengthen its presence in the pooja and spiritual‑products category. By integrating Satvik’s capabilities, the group aims to broaden its trusted portfolio while continuing investments in innovation, sustainability and community development, including the creation of sustainable livelihood opportunities for women.
Beyond the product launch, the release reiterated the company’s commitment to sustainable manufacturing through renewable‑energy investments, afforestation initiatives and responsible production practices. The NR Group’s diversification includes home‑fragrance brand IRIS, functional air‑care products under Lia, floral extracts via NESSO, and aerospace engineering through Rangsons.
Overall, Cycle Pure Agarbathi is positioning its new festive range as a blend of heritage, modern innovation and environmental responsibility, aiming to capture evolving consumer preferences for premium, authentic and eco‑friendly pooja products ahead of the 2026 festive season.