The new improved fragrances under its product range Rhythm include Amber, Sandal, Orients
and Saroja
Kolkata, 24th of August, 2023: Cycle Pure Agarbathi, an illustrious name in the agarbathi
manufacturing space and a cherished brand within the NR Group, today launched a series of fresh
and improved fragrances under the product range, Rhythm. This launch celebrates the brand’s
enduring glory of 75 years of excellence, dedicated service and innovation. The event was graced
by the presence of Sourav Ganguly, the former Indian Captain and Brand Ambassador of Cycle
Pure Agarbathi, along with Arjun Ranga, the Managing Director, Cycle Pure Agarbathi.
On this occasion, Cycle Pure Agarbathi also launched a TVC featuring Sourav Ganguly, in the role
of a ‘Maharaja,’. The TVC recreates a scene from a classical movie, evoking a sense of nostalgia
among Bengali audiences. Cycle Pure Dhoopkathi, Duto Kathi, Fatafati (Two sticks, fantastic) is a
compelling and distinctive proposition, subtly suggesting that the fragrance emitted by just two
sticks of Cycle Rhythm Agarbatti can work wonders. Its aroma spreads far and wide, captivating
all who come across it. Ganguly’s on-screen presence works its magic, bringing the entire concept
to life.
The Rhythm brand pays tribute to the long-standing heritage and essence of Cycle Pure Agarbathi
through its distinct fragrance notes. Beyond this homage, it also marks the beginning of an
exciting new aromatic journey, promising fresh experiences. The unveiling of the four enhanced
fragrances – Amber for captivating warmth, Sandalwood for timeless woody scent, Orients with
oriental-floral mystique, and Saroja blending Sandal, Rose, and Jasmine – is a testimony to the
brand’s remarkable journey since its inception 75 years ago.
The introduction of these fresh fragrances has been timed perfectly with the upcoming festive
season and the vibrant festivities of Durga Puja and Ganesh Chaturthi. This thoughtful launch
showcases the brand’s dedication to continual innovation and bringing happiness to
worshippers. It equips the devout with an enhanced sense of spirituality and provides a unique
avenue to worship with new and scents during this auspicious time.
Speaking at the launch, Arjun Ranga, Managing Director, Cycle Pure Agarbathi, said ,
“Throughout the 75 years of Cycle Pure’s journey , we have embodied the values of prayer, hope,
faith, and, above all, spirituality. As a brand dedicated to upholding these principles and igniting
hope, we recognized an opportunity to transcend the dimensions of prayer and worship. This
occasion marks not just the introduction of new fragrances, but also the deepening of our
connection with the spiritual journey of our customers. We are committed to enhancing the
moments of devotion and creating an aromatic manifestation of faith and reverence.”
Speaking on the occasion, Sourav Ganguly, the former Indian Cricket Captain and Brand
Ambassador of Cycle Pure Agarbathi says, “ I extend my hearty wishes to Cycle Pure Agarbathi
team for achieving an impressive 75 years and for instilling the essence of faith and hope among
the younger generation. Cycle Pure has consistently led the way in innovation by delivering
products of the highest quality to enhance the richness of the puja experience. I am excited to be
associated with a brand that not only provides a beacon of hope but also a symbol of excellence
and innovation. It brings me immense satisfaction to once again represent the brand in the state
of West Bengal.” The four fragrances hold a special significance as they not only mark the brand’s 75-year
milestone but also offer fresh scents that deeply resonate with consumers. Crafted for user-
friendly application and a seamless puja experience, these fragrances emit a divine and enduring
aroma.
Cycle Pure Agarbathi has established itself as one of India’s prominent agarbathi manufacturers,
solidifying its position through continuous growth. The brand’s dedication to innovation has led
to a diverse array of products, showcasing its commitment to staying ahead in the agarbathi
space. With a strong focus on research and innovation, Cycle Pure consistently creates new
offerings and enhances the existing ones. This pursuit of quality drives the brand to actively
explore marketing innovations, solidifying its status as a leader in the industry. As part of this
launch, the brand has introduced a new ad campaign.
Group has evolved into a successfully run business conglomerate with an established presence in
India and abroad. The group has diversified into various business categories like functional air
care products (Lia brand of room fresheners and car fresheners), wellness home fragrance
products (IRIS) under Ripple Fragrances, floral extracts (NESSO), and Rangsons Technologies.
Today, it is truly an Agarbathi to Aerospace conglomerate as it is also involved in making parts for
defence helicopters. The organization has largely committed itself towards social responsibilities
and fulfils them, through its charity arm NR Foundation. NR Group today is managed by the third
generation of the Ranga family.
