Long known for its innovative three-in-one product developed by RN Murthy, who recognized the need for product diversification, Cycle Pure Agarbathi is returning to its core differentiation strategy as it expands its agarbati portfolio to include a new range of individual and personalized products. home care products.

This launch includes various products such as hygiene products, body deodorants, painkillers and dishwasher, as well as scented candles, diffusers, room sprays, floor and glass cleaners and potpourri.

The first notable instance of diversification in Cycle’s journey occurred when second-generation leader RN Murthy observed a decline in incense stick sales.

This understanding led to the creation of the best-selling three-in-one brand, which meets customers’ demand for variety by combining three different scents, thus allowing consumers to experiment with their selections.

The third generation continued its diversification efforts and introduced a number of brands. Their experiments in diversifying agarbathi led to the introduction of cup sambrani, bamboo less agarbati and masala incense, thus expanding the portfolio of the traditional agarbati vendor.

In addition to these innovations, Cycle also forayed into aromacology-focused products with the launch of the Iris brand in 2008, followed by the post-COVID launches of Stop-O and Karpure.

Recalling Cycle’s personal care journey, Arjun M. Ranga, Managing Partner, N. Ranga Rao & Sons and Managing Director, Cycle Pure Agarbathi, said, “We were expecting the growing importance of aromacology and its impact on home fragrance and health. a lifestyle perspective.

“This motivated us to create lifestyle home fragrances under the name ‘Iris,’ which is a separate brand from Cycle, which sells scented candles, vaporizers, incense, scented sachets, potpourri and replacement oils.”

“We then realized the demand for scents in personal spaces, which led us to create products specifically for those spaces,” he said. However, Cycle’s focus was primarily on odor masking, resulting in the launch of ‘Stop-O’, a brand specifically designed to combat and eliminate odors.

He noted that Cycle has developed a range of cleaning products under ‘Stop-O’, including floor cleaners, car and home deodorizers and window cleaners.

Cycle has further expanded its offerings by launching ‘Karpure’, a brand that sells mosquito repellents, scent sachets, scrubs, air fresheners, vaporizers, pain relief balms and hand washes, as well as deodorants under the name ‘DNA Deo On the Go’. It also introduced dishwashing products to the market under the ‘Gavi’ brand.

Although Rao sees product diversification of the puja room brand as an important tool, he emphasizes that its core mission remains the same. “Our strategy remains customer-focused, customer-focused and value delivery at the centre. “If the product is not different in any way from what’s available on the market, we won’t launch it at all,” he said.

Cycle’s personal and home care portfolio includes a customer base that includes Home Center, Walmart and Decathlon, and the company expects the new product range to significantly add to its revenue.

“As the country continues to develop and urbanize, we see increasing traction. But I think we are still far from these products becoming a significant part of our business because agarbathi is predominantly used for worship while other products are lifestyle related and are not used regularly. As these products become used daily rather than occasionally, we expect to see an immediate increase,” explains Rao.