The incense cycle of MySuru Cycle Pure Agarbathi is betting on rural revivals, digital channels and new initiatives led by the service to accelerate growth in this budget after publishing high growth led by the single volume in the last financial year, said a high official of a company.”Last year it was demanding but still good. We grew up in the high figures without any increase in prices. This year it already seems more promising quarter in the quarter with a renewed rural question and appetite for innovations,” said Arjun Ranga, CEO, Cycle Pure Agarbathi, in an interaction with Etrethyl.
The holiday season from September to January should be a key growth window, he added.
Quick trade and diversification
The company is sharpening its attention on rapid trade platforms, which give access to new consumer families. He also entered the space of services with Astro Puja, offering ritual solutions led by astrology, expanding his samagri portfolio and home care.While the company has shared that e-commerce currently contributes with less than 1% of sales but is growing rapidly. Cycle has increased its 25% digital advertising expenditure only from 1% a few years ago, using online channels mainly to obtain insights on consumers and test innovations. Its D2C website focuses on customization without underestimating offline trade.
The cycle operates through 35 deposits and 5,000 distributors, reaching about 15 Lakh stores across the country. While his stronghold remains s
Competition and consumer shifts
The Agarbathi market of 7,000 crores in India remains highly fragmented and regional, with local actors dominating every 100 kilometers. The cycle contrasts this with a portfolio of over 300 SKU, ranging from mass incense to premium life products such as Woods AND Lia.The company is also drawing on the growing spiritual commitment among young people. “Today consumers want a purpose behind their purchases. We are the only producer of Agarbathi neutral at the level of carbon at a global level, we do not ethically find ourselves, we support tribal craftsmen and we invest in charity bodies. The younger buyers are concerned with these values,” said Ranga.
Presence and global perspectives
Cycle Agarbathi already exports in 75 countries and supplies to Walmart in the United States, with Europe emerging as a promising market as Eastern cultural practices earn land.
To the question of the exploration of acquisition and IPO, Ranga said: “The company is not exploring acquisitions or a public list, but is open to further reduce its segment of Pooja Samagri”.
“Our goal is on access to deepest consumption rather than chasing Lima numbers. The belief in religion and rituals is increasing and if more people experience our products, the opportunity is unlimited,” said Ranga.
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