Press Meet - Cycle Pure signs Amitabh Bachchan as Brand Ambassador

Signs Amitabh Bachchan as the brand Ambassador

~Plans to double its market presence in the region ~

Hyderabad, August 14th, 2015: Cycle Pure Agarbathies, world's largest Incense stick manufacturer, today announced its aggressive growth plans for Telangana and Andhra Pradesh region. As part of the scaling up strategy, Cycle Pure Agarbathies plans to double its market penetration across the region in the next 2-3 years. The company has also signed Mr. Amitabh Bachchan as the brand ambassador. The Bollywood icon will endorse the new brand positioning "Prarthana ki shuddhata (Purity of Prayer)" across a multitude of media vehicles nationally.

The occasion was also marked by Cycle Pure Agarbathies launching its new range of Lia Agarbathies. Created and blended in-house, the collection comes in 6 different fragrances namely- Lia Creme, Lia Lavenderz, Lia Citric tango, Lia Lilium, Lia Floress and Lia Applee
Elaborating on the expansion plans, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, "At Cycle Pure Agarbathies, we constantly strive to ensure utmost customer satisfaction by offering them a wide range of choice with high quality products, and exquisite fragrances. Increasing our presence across the length and breadth of the region, will help us to not only consolidate but expand our market presence further. We are planning to achieve 25% growth in the year 2015-2016."

Speaking on the association with Mr. Amitabh Bachchan as the brand ambassador, Mr. Arjun Ranga, said, "Amitabh Bachchan is an embodiment of honesty; transparency, ethics and dedication that Cycle Pure Agarbathies stand for making him the perfect fit to be the brand ambassador. His focus on hard work and persistent career innovations also resonates with optimism that we wish to evoke in the minds of our consumers. We are confident the campaign with him as the face of the brand will not only strike a chord in the mind of the consumer, it will occupy a space in the consumer's heart as well."

Speaking about the partnership, Mr. Amitabh Bachchan said, Tor over 60 years, Cycle Pure Agarbathies have been an integral part of every household across India instilling hope and promoting faith. They have been synonymous with the values that I cherish and wish to propagate like concern for society, quality, transparency and purity. I feel privileged to be a part of such a thought-provoking campaign.

Centered on the theme of purity, the new campaign has been conceptualized by DDB Mudra. The television commercial is produced by Rising Sun Films and directed by Shoojit Sircar, of "Piku" fame. The television commercial will be supported by radio spots and direct outreach programmes across the country.

The company has also planned an innovative dealers' engagement programme. Named Meeting of the Legends, the event will offer the growing retail network of Cycle Pure Agarabthies an opportunity to witness, comprehend and participate in Cycle's journey of growth. First of its kind, covering the length and breadth of the country, the programme will offer Cycle family the chance to witness the grandeur of the Bollywod icon up-close. It uses the 3D holographic projection technique similar to Narendra Modi's campaign in 2014 Bi Elections, to launch and interact with Mr. Amitabh Bachchan.

The Indian incense stick market is around 2000 crores. However, the sector is characterized by unorganized players who offer low quality products at throwaway prices. Cycle Pure Agarbathies through its innovations, practices and strict quality adherences have been instrumental in bringing the sector in to the organized fold.

Over the years Cycle Pure Agarbathies have redefined the way incense sticks are perceived and purchased in India through their product and marketing innovations. Their campaigns 'Everyone has a reason to pray' and 'Bhagwaan Hai' had created a paradigm shift in the way incense sticks are marketed in the country. It has won many accolades.

Further, the company was the first to adopt FMCG Channel of distribution in the agarbathi industry, a separate Company called Rangsons Marketing Services was established for the sales and marketing of NR Group's products. Apart from marketing Cycle Pure Agarbathies, it has been actively supporting the cause of sustainable growth. Cycle Pure Agarabthies is the only incense stick company in India to be certified as a 'green' company by the UK-based The Carbon Neutral Company - the leading provider of carbon reduction solutions in the World. A champion of environment friendly practices, the company has set up re-cycle corrugated boxes at relevant units and ensures they are used multiple times before being scrapped. Apart from packaging, NR Group practices utmost care in the manufacturing of its products as well. All the agarbathy products are made from IFRA Certified natural ingredients and aroma materials and are not harmful to the environment or health. NR Group also has established a waste management process to recycle packing material and agarbathi scrap.
About Cvcle Pure Aaarbathies

'Cycle Pure Agarbathies' is the flagship brand of Mysore-based NR Group, the world's largest incense stick manufacturer. It has the largest market share in India and has established itself as a major incense product exporter. Established with the vision to satiate the incense needs of the customer's 'Cycle Pure Agarbathies' has wide array of products in its portfolio.

In the in the premium category it serves customer through brands like Woods, Yogna, Dasara, Golden Flora, Eco - Ever classic originals and Lia. Three-in-One is the marquee brand and Rhythm, Good Luck, Bansuri, Godhuli, Sandalum, Heritage, Vasu 100, Morning Glory and NatyaKesari are some of the regular brands. Cycle Pure Agarbathies also caters to their discerning customers who look for Masala agarbathies with Pushkarni70m Shanthi and Parampara

About NR Group
The Mysore-based NR Group was founded by Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri. Ranga Rao created the ubiquitous Cycle Pure Agarbathies which has today become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved in to a successfully run business conglomerate with 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 and floral extracts (NESSO). The Group is also very committed to its social responsibilities and fulfils them through its charity arm 'The NR Foundation'. The NR Group today is managed by the third generation of the Ranga family. For more information on the Group, please visit http://www.nraroup.co.in/