After the success of Woods, Dasara and Yagna, the brand introduces Royal Secret and Bansuri Durbar to Hyderabad for the festive season.
Hyderabad, India, October 13, 2026: With a legacy extend over 78 years, Cycle Pure Agarbathi, the world’s largest manufacturer of agarbathi, continues to bring the essence of India’s rich spiritual traditions to billions of households. Producing over 12 billion incense sticks annually and exporting to more than 75 countries, the brand has established benchmarks in quality and safety through eco-friendly sourcing, multi-stage quality checks and advanced laboratory testing that ensure purity and consistency in every stick.
Building on the success of its premium fragrances Woods, Dasara and Yagna, Cycle Pure Agarbathi today introduced Royal Secret and Bansuri Durbar for the festive season in Hyderabad at a press interaction held at Vivanta, Hyderabad. The range was unveiled by Mr. Arjun Ranga, CEO and Managing Director, Cycle Pure Agarbathi, reaffirming the company’s commitment to combining India’s fragrance heritage with innovation to meet evolving consumer needs.
The festive product range features Woods, Royal Secret, Dasara, Yagna and Bansuri Durbar, bringing together distinctive fragrance experiences inspired by India’s traditions for everyday worship, festive celebrations and special moments with family.
Speaking at the interaction, Mr. Arjun Ranga, CEO and Managing Director, Cycle Pure Agarbathi, said, “For 78 years, our journey has been guided by a simple philosophy: to honour tradition while continuously innovating for changing consumer needs. Fragrance has always been at the heart of our identity, and our in-house fragrance expertise enables us to create products that resonate deeply with consumers across generations. Hyderabad is an important market for us, not only from a business perspective but also as a key part of our manufacturing and sourcing ecosystem. We have built long-standing relationships with local raw agarbathi suppliers, whose continued association with us supports their livelihoods and creates indirect employment opportunities. Our packing unit in Hyderabad employs around 300 people, while our oil manufacturing unit provides employment to more than 100 people. These operations and partnerships reflect our commitment to strengthening local manufacturing, supporting employment and contributing to the communities in which we operate.”
Highlighting the company’s continued growth, Mr. Ranga added, that Cycle Pure Agarbathi remains focused on strengthening its presence across Hyderabad through a wider product portfolio, deeper market penetration and enhanced availability across general trade, modern retail, e-commerce and quick-commerce platforms. The introduction of Royal Secret and Bansuri Durbar further strengthens the brand’s premium offerings for consumers seeking distinctive fragrances during the festive season.
With an annual production of over 12 billion incense sticks, Cycle Pure Agarbathi carries the fragrance of faith to billions of homes, accompanying nearly 6 billion prayers every year. Supported by a network of more than 5,000 distributors and over 5 lakh retail outlets across India, the company has built a strong distribution network and exports its products to more than 75 countries worldwide.
One of Cycle Pure Agarbathi’s greatest strengths continues to be its in-house fragrance research and development capability. Every fragrance is conceptualised, researched and blended by the company’s family members and expert perfumers, enabling it to consistently create distinctive, high-quality fragrances that have earned the trust of consumers for over seven decades.
Further strengthening its position in India’s spiritual products ecosystem, Cycle Pure Agarbathi recently announced the acquisition of Satvik, one of India’s trusted puja products brands. The strategic acquisition expands the company’s devotional product portfolio and reinforces its vision of becoming a comprehensive provider of spiritual and devotional solutions for consumers across the country.
Beyond business, NR Group has remained committed to creating meaningful social impact for over 37 years through the NR Foundation, focusing on education, healthcare, rural development, environmental sustainability and community welfare.Women empowerment continues to remain central to the company’s purpose-driven journey. Through its livelihood initiatives in Gadchiroli, Maharashtra, Cycle Pure Agarbathi has created sustainable livelihood opportunities for thousands of tribal women through agarbathi rolling, enabling financial independence while strengthening local communities.
Sustainability remains deeply embedded in the company’s operations. Cycle Pure Agarbathi has been carbon neutral for over 12 years and has achieved plastic neutrality, reinforcing its commitment to responsible manufacturing, sustainable sourcing and environmentally conscious innovation.
