E-commerce will be an important contributor for us in next 3 years: Arjun Ranga

Managing Partner NR Group & MD – Cycle Agarbatti, Ranga tells us about the company's ad strategies, product diversification and e-commerce plans

e4m by Neethu Mohan
Updated: Jan 15, 2020 9:42 AM
Arjun Ranga

Cycle Pure Agarbathies by NR Group is as old as the incense-stick industry in India. The company, which started in 1948, is one of the pioneers in the industry.

With personalisation becoming the order of the day, Cycle Pure Agarbathies too has kept up with the changing times and has launched personalised custom fragrance with MyIncense.

 Speaking about their new business venture, Arjun Ranga, Managing Partner, NR Group & Managing Director, Cycle Pure Agarbathies, says: “MyIncense is a first-of-its-kind offering in the market that enables customers to customise every attribute of their incense to suit personal preference. We are providing the first incense-customisation service to cater to individual customer preferences.”

 The products, Ranga reveals, are available on Cycle.in. The brand offers customisation in four different categories: fragrance-based, deity-based, festival/occasion-based and experience-based.

 “All aspects of the incense can be personalised from the shape of the stick to the fragrance and the intensity of the fragrance. The brand also lets you choose your own label and message on the package, delivering a sense of ownership to the users,” adds Ranga.

 Commenting on the ad strategies for the product Ranga says,” Digital media is going to be the biggest platform for MyIncense. Influencer marketing and other social media platforms will be used to reach out to customers.”

 Speaking further on Cycle’s e-commerce, Ranga says it is a relatively new channel for Cycle. "We just got into it two years ago. Right now, it is negligible in terms of overall sales, but it’s almost doubling every year. We are looking at e-commerce as a very important contributor for the next three years for us,” he adds.

 Speaking on diversification and market share, he says, “My grandfather N Ranga Rao always believed that it is good to stick to what we are good at, and I have also learned that. But we have ventured into the non-agarbathi fragrance products with lia and Iris. These are very big brands for us. But the brand we are most excited about is Om Shanti, a puja and prayer items product. Camphor is one the highest growing products for us in the last one year.”

 He continued,” India is the biggest market for us and within India, its South. West Bengal is crucial to us because it is the gateway to the East. All our fine fragrances do well in Kolkata. We are the largest in Maharashtra, Mumbai, and Gujarat.”

 

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