“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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2 Comments on this Story
Kundan Singh195 days ago
good quality &
fragrance....need more innovative way to complete china & Vietnam...keep it up we like Indian brand... improve quality
Venkatesh Vs420 days ago
this brand had good quality meaning good aroma of the sticks. now it's a junk, stopped buying this even if some one gives free i dont take cycle brand agarbatti