Pune: With Ganesh Chaturthi heralding a vibrant festive season in Maharashtra, incense consumption sees a near threefold rise. Cycle Pure Agarbatti, India’s leading and only carbon-neutral incense brand, is tapping into this demand by expanding its eco-friendly product line and enhancing its digital presence.
During a media interaction in Pune, Arjun Ranga, Managing Director, Cycle Pure Agarbatti stated, “The brand has significantly reoriented its marketing strategy, with social media now accounting for 20% of its media budget – up from just 3% a few years ago. This shift reflects changing consumer behavior, where discovery happens online but purchases often remain offline.”
“While e-commerce sales in the incense category are still nascent, Cycle sees robust future potential in digital engagement and brand-building through platforms like Instagram and AstroPuja.com,” he said.
Also Read: EQUIPPP Partners SMAAX in INR 15 Crore Deal to Launch Media-Tech P4 Ventures
Maharashtra (excluding Mumbai) accounts for an incense market worth ₹250 crore, with ₹100 crore concentrated in the festive quarter.
Cycle Pure Agarbatti Introduces Innovative Products
In response, Cycle Pure Agarbatti has introduced two innovative products to the Pune market: ‘Three in One YT Incense Sticks’ and ‘Prerana Bambooless Incense Sticks’. These innovative products have been crafted to enrich the spiritual and aromatic experience for modern consumers seeking quality, authenticity and variety.
The company has also expanded its Om Shanti range with a new Ganesh Chaturthi Pooja Kit that includes an eco-friendly idol and guided rituals – appealing to urban youth seeking spiritual experiences with modern convenience.
Also Read: Slayrobe Launches AI-Driven Styling and Confidence App for Women
Arjun Ranga states, “Sustainability remains central to Cycle’s identity. In addition to being carbon neutral, we have achieved plastic neutrality, making it the first Indian FMCG brand to fully offset both environmental footprints. Its products comply with global indoor air quality standards and are exported to over 75 countries, where they are used as tools for meditation and wellness beyond their religious roots.”
“With annual production crossing 13 billion sticks, Cycle Pure Agarbatti is also leading premiumization in the sector through high-end offerings,” he added.
Cycle’s impact extends into grassroots empowerment through the Gachiroli Agarbatti Project, where over 1,500 women in rural Maharashtra contribute to the national supply chain. While manufacturing remains anchored in Mysuru, the company’s reach is truly pan-India and global.
