Cycle Pure Agarbathies launches online personalization service for its incense sticks

The feature will enable its online customers to shop for bespoke incense sticks or agarbatti - a popular daily consumption FMCG product in the country with custom attributes such as length of the stick and fragrance.

Incense and prayer products maker Cycle Pure Agarbathies has launched a personalisation service on its online platform to increase consumer engagement. The feature will enable its online customers to shop for bespoke incense sticks or agarbatti - a popular daily consumption FMCG product in the country with custom attributes such as length of the stick and fragrance.

“While the sales from our online platform is negligible, it is the fastest growing category doubling each year since its launch three years ago. We realized that we have a high level of brand loyalty in the online space. Premiumisation and personalization are key demands of our shoppers,” said Arjun Ranga, managing director of Cycle Pure Agarbathies.

N. Ranga Rao & Sons-owned Cycle is India’s biggest incense stick maker in the Rs 7000 crore incense sticks market. According to Nielsen data, the 70-year-old incense brand has a market share of about 16% in a segment that has several unorganized players.


“We manufacture 12 billion incense sticks a year. Since we have the ability to manufacture in-house, we can provide the personalization service. We have tied up with courier delivery agents Fedex, India Post and Bluedart to cover all the pincodes,” he added.

Cycle’s top markets are Maharashtra, Karnataka and Andhra Pradesh, Kerala. According to Ranga, Bihar and Gujarat have emerged as surprise markets with consumption of high value and premium products contrary to public opinion. While the company’s rural reach is high, entering hamlets with a population of 20,000 and below in the next couple of years is on the cards.
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