INSIDE CYCLE'S RETAIL EMPIRE: 24 LAKH TOUCHPOINTS, 75 COUNTRIES, AND ONE SACRED MISSION

Every morning, somewhere in India and the vast Indian diaspora, a prayer is whispered.

- NANDINI BANERJEE

A diya is lit. And a familiar fragrance fills the room — gentle, grounding, and steeped in tradition. That fragrance, for millions, is Cycle Pure Agarbathi. It's not just the scent of sandalwood or jasmine wafting through the air. It's the scent of memories. Of mothers and grandmothers offering the first light to their gods, of quiet moments before the chaos of the day, of festivals, rituals, hopes, and healing. For 77 years, the Cycle Pure Agarbathi brand has done something no algorithm or app ever could — it has anchored generations in faith, using nothing but a stick of incense and a deep understanding of what prayer means to the Indian soul.

Founded in 1948 in Mysuru, the brand didn't set out to disrupt an industry or win awards. It simply wanted to be present — in every home, every occasion, every moment of devotion. And somewhere along the way, it became more than just a product. It became a ritual. A habit. An emotion.

At the heart of this legacy today stands Arjun Ranga, CEO of N. Ranga Rao & Sons, the family-run company that has turned Cycle Pure Agarbathi into a quiet but omnipresent part of Indian life. While the world rushes to digitize, automate, and scale, Ranga's mission remains remarkably human: to deliver hope, one fragrance stick at a time. “What you pray for may change, but the act of prayer continues,” he says. “That act is what we've stayed committed to for over 60 years.”

Staying Relevant Across Generations