Maharashtra, 9th September 2026: As the festive season brings Indian homes alive with rituals, celebrations and cherished traditions, Cycle Pure Agarbathi, the world’s largest manufacturer of agarbathis, has launched its ‘Agarbathi Bole’ campaign in Maharashtra. The campaign celebrates the emotional role of fragrance in Indian homes, highlighting how the familiar aroma of agarbathi can evoke memories, connect generations and become an inseparable part of festive traditions.
Built around the thought that an agarbathi does more than add fragrance to a space – it brings emotions, memories and traditions to life, ‘Agarbathi Bole’ seeks to take a more contemporary and emotional approach to the category. Through the campaign, Cycle Pure Agarbathi aims to strengthen its connection with a new generation of consumers while reaffirming the timeless place of fragrance in India’s cultural and spiritual traditions.
Speaking about the campaign, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathi, said, “For 77 years, fragrance has been at the heart of our journey. An agarbathi is not simply a prayer essential; it is often part of the moments that define our homes – from festive rituals and celebrations to memories shared across generations. With ‘Agarbathi Bole’, we wanted to celebrate this emotional connection and remind consumers of the many stories and traditions that fragrance can bring alive. As we continue to evolve with changing consumer preferences, our endeavour is to honour this heritage while creating experiences that feel relevant to today’s generation.”
He added, “Maharashtra is an important market for us, and we see significant opportunities to deepen our relationship with consumers here. Our focus remains on making our products more accessible while bringing together heritage, innovation and quality. The recent acquisition of Satvik is another important milestone in our vision of becoming a complete spiritual and devotional solutions provider for consumers across India.”
The campaign comes at a time when Maharashtra continues to be an important market for Cycle Pure Agarbathi, driven by the state’s strong cultural and spiritual traditions and growing consumer interest in premium fragrance and puja products. The brand is strengthening its presence across the state through a wider product portfolio and expanded availability across modern trade, e-commerce and quick-commerce platforms.
The festive portfolio supporting the campaign brings together traditional formats and contemporary innovations, including the Bamboo-less Solid Dhoop range in Dasara, Yagna and Woods variants; Medini Judwa Cup Sambrani in Rose and Jasmine; and the Royal Series, featuring six premium fragrances. The portfolio reflects Cycle Pure Agarbathi’s approach of combining the authenticity of Indian traditions with evolving consumer preferences around fragrance.
A key strength behind the brand’s fragrance portfolio is its in-house fragrance expertise. Every fragrance is conceptualised, researched and blended by Cycle Pure Agarbathi’s fragrance experts and family members. This proprietary approach to fragrance development allows the company to create distinctive and consistent fragrances while retaining the quality and authenticity that consumers have associated with the brand over generations.
With annual production of over 12 billion incense sticks, Cycle Pure Agarbathi brings the fragrance of faith to millions of homes across the globe, answering nearly 6 billion prayers every year. Backed by 5,000+ distributors and over 5 lakh retail outlets across India, the company has built a presence in 75+ countries over its 77-year journey.
The launch of ‘Agarbathi Bole’ also comes as Cycle Pure Agarbathi continues to expand its presence in the wider spiritual and devotional space. The company’s recent acquisition of Satvik marks another step towards its vision of becoming a more comprehensive spiritual and devotional solutions provider for consumers across India.
Beyond its business operations, NR Group has maintained a long-standing focus on social impact through the NR Foundation, with initiatives spanning education, healthcare, rural development, environmental sustainability and community welfare. In Maharashtra, the Group’s women empowerment initiative in Gadchiroli has created sustainable livelihood opportunities for thousands of tribal women through agarbathi rolling.
Sustainability remains another important pillar of Cycle Pure Agarbathi’s operations. The company has been carbon neutral for 12 years and has recently achieved plastic neutrality, reinforcing its focus on responsible manufacturing, sustainable sourcing and environmentally conscious innovation.
Through ‘Agarbathi Bole’, Cycle Pure Agarbathi aims to make the familiar fragrance of agarbathi a storyteller of sorts – one that speaks of faith, family, memories and the traditions that continue to make India’s festive celebrations unique.
About NRRS:
The Mysuru-based NRRS was founded by Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri Ranga Rao created the ubiquitous Cycle Pure Agarbathi which has, today, become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved into a successfully run business conglomerate with an established presence in India and abroad. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, floral extracts (NESSO), and Rangsons Technologies. Today, it is truly an Agarbathi to Aerospace conglomerate as it is also involved in making parts for defence helicopters. The organization has largely committed towards social responsibilities and fulfills them through its charity arm ‘NR Foundation’.
NR Group today is managed by the third generation of the Ranga Rao family.
For more information on NR Group, please visit http://www.nrgroup.co.in/
