Arjun Ranga, Managing Director of N Ranga Rao & Sons, the owners of Cycle Pure Agarbatti, speaking to The Federal at the South India Media Summit 2024 in Kochi.
Cycle Pure Agarbatti @75 | As long as there is devotion, the brand will continue to thrive, says MD Ranga
He says the Cycle brand is currently operating 25 offline stores and plans to expand to 100 locations
“As long as there is devotion, Cycle Pure will continue to thrive,” said Arjun Ranga, Managing Director of N Ranga Rao & Sons, the owners of Cycle Pure Agarbatti, India’s leading agarbatti manufacturer, which is based in Mysuru, Karnataka.
During an interaction with The Federal at the South India Media Summit 2024 in Kochi, Ranga discussed the brand's journey and its plans for scaling up as it celebrates its 75th anniversary.
Here are edited excerpts from the interview:
Question: As you celebrate your platinum jubilee, what are your plans for the next 25 years?
Answer: With our 75-year legacy we’ve expanded beyond Agarbattis and are now a comprehensive provider of puja room solutions. Our offerings include all the essentials for your sacred space, such as camphor, oils, turmeric, ghee wicks, and cotton wicks. In addition, we offer a range of services tailored to your puja needs. We are proud to be the only sustainable Agarbatti brand with zero carbon emissions, and we prioritise staying relevant to our consumers. Our presence spans both e-commerce and quick-commerce channels, and we recognise that services, in addition to general trade, are essential to our growth strategy. As long as there is devotion, Cycle Pure will continue to thrive.
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Q: You primarily operate in B2C and D2C sectors, where marketing is essential for growth. What is the core of your marketing strategy, and how is your marketing budget allocated across different media channels?
A: We primarily focus our advertising efforts on GEC channels and mainline TV, where we allocate the majority of our investments. We have also ventured into digital platforms to broaden our reach. Additionally, we recognise the significance of cricket as a vital part of our strategy and maintain a consistent presence in Indian cricket throughout the year. Though we have participated in various cricket events, we believe that Indian cricket has a broader appeal, and we focus on that rather than specific teams. Currently, we are sponsoring the Bangladesh series and will also sponsor the New Zealand Test series. Our marquee third umpire branding allows us to connect with audiences at key moments when everyone has a reason to pray.
Q: You do have brick-and-mortar stores in select locations. Are there any expansion plans in the pipeline?
A: We currently operate 25 Cycle.in stores and plan to expand to 100 locations. In addition to these offline stores, we also have lifestyle outlets. Delivering an omnichannel experience is crucial for us, and we are committed to expanding as the market continues to grow.
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Q: The sector is indeed competitive. While you have a strong presence in the South, what strategies do you have in place to increase your market share in the northern region?
A: We are already established nationwide and are the largest-selling brand across various categories. Our focus now is on expanding our product portfolio to better cater to specific regional markets. For example, we've launched ‘Gila Dhoop’ in the north and a unique ‘Dhuna Powder’ in the east. As we enter new geographies, we are committed to localising and customising our products to meet the specific needs of consumers in those areas, which provides us with significant growth opportunities.
Q: I see that your son has accompanied you to the summit. Maybe I’m reading tea leaves but still could this indicate a focus on succession planning? Are you considering bringing him on board to groom him for continuing the family legacy?
A: I’m confident that I can carry on the legacy that my father and uncles established, and I believe the new generation will excel even further. It’s important for me to spend more time with my son, as it’s the responsibility of the third generation to inspire the next to join the family business, just as my father and uncles did.
