Cycle Pure

Cycle Pure Agarbathies^[1] is the flagship brand under NR Group,^[2] based in India, and a manufacturer of incense. They also produce prayer material and Puja kits.

As of 2016, Cycle Pure Agarbathies held a 15% share in the incense industry in India, estimated to be worth Rs. 1500 crore overall.^[1]

History

Founded in 1948 by N. Ranga Rao, the company began as Mysore Products and General Trading Company.^[3] Headquartered in Mysuru, India.^[1] The brand is presently headed by Arjun Ranga, Managing Partner of NR Group.^[1]

While the brand originally catered only to domestic consumers, its export division presently caters to more than 50 countries across Asia, Africa, Europe, Latin America, the Middle East, Far East and North America.

The brand's products are available though the company's own e-commerce sites, as well as wider e-commerce portals.

Advertising and sponsorship

Cycle pure is the sponsor of many cricket tournaments throughout India and the world, including the Indian Premier League and Caribbean Premier League.

Currently the brand ambassador is Amitabh Bachchan, Ramesh Aravind, Saurav Ganguly.^[4]

Parent company and sister concerns

Cycle Pure is a subsidiary of the parent company NR Group of Companies, established in 1948. NR Group comprises six companies in various businesses such as essential oils, fragrances, and electronics.

N. Ranga Rao & Sons Pvt. Ltd., started in 1948, is the manufacturer of incense and fragrances. It has a library of over 500 fragrances, all of which are created and blended in-house.^[5]

N. Ranga Rao & Sons Exports is the exports division of the NR Group of companies, handling all the outsourcing of their products to over 50 countries.

NESSO – Natural & Essential Oils Pvt. Ltd., is a manufacturer and marketer of essential oils and floral extracts. Established in 1979, the manufacturing facility is CGM compliant and has a Kosher Certification. The company comprises seven extraction facilities in South India and 24000 ha of tea plantation.

Rangsons Marketing Services Pvt Ltd. is the marketing section of NR Group. Established in 1983, the company markets Cycle Pure Agarbathies and develops the Fragrance Domain products of NR Group.

Ripple Fragrances Pvt. Ltd., established in 2005, is a manufacturer and marketer of personal and air care lifestyle products of signature brands IRIS and Lia.

Awards and Recognitions

Cycle Pure is a proponent of lowering the carbon footprint and is one of the few companies in India that are Carbon Neutral certified.^[6]

• ISO 9001:2008
• CARBON NEUTRAL manufacturer, certified by The Carbon Neutral Company
• TÜV Rheinland Certified

Awards based on the ‘5S’ Quality Check concept implemented in the organization:

• 2009 – 4 Awards including Par Excellence at the National Convention
• 2010 – 9 Awards including Par Excellence at the National Convention
• 2011 – 5 Silver Awards at the State Convention
• 2012 – 3 Awards Including Gold at the Zonal Convention

Social Responsibility

NR Foundation is the Corporate Social Responsibility arm of NR Group. It is a non-profit charitable trust comprising multiple projects.^[7] The projects include:

• Ranga Rao Memorial School for Disabled, established in 1988.
• Project Unnati, established in 2006, and which is focused on promoting health and education of women and children.
• Cycle Scholarship program, which is involved in providing education to underprivileged children in Mysuru and Hyderabad.
• Project Prerepana, involved in promoting education among children and drop-outs through learning centres known as Kalika Kendras.
• Ranga Jnana Vinimaya Kendra, a free forum for intellectual knowledge sharing, headed by Sreemathi Hariprasad, formerly of CFTRI.

References