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Cycle Pure Agarbathi 77 Years of Faith, Fragrance and Pride

Cycle Pure Agarbathi Celebrates 77 Years of Fragrance, Tradition, and Innovation

Cycle Pure Agarbathi has completed 77 years in the FMCG industry, marking a journey that reflects the growth of India’s traditional incense trade into a modern global business. Founded in Mysuru in 1948, the brand grew at a time when agarbathis were mainly hand-rolled in small homes and temples. Over the decades, organised manufacturing, better packaging, and strong distribution helped incense move from a local ritual item to a daily household product across India and abroad.

Today, Cycle Pure products reach consumers in more than 75 countries. This global presence mirrors the growing interest in Indian spirituality, yoga, and home rituals across Asia, Europe, and North America. Indian incense has long been used in meditation and prayer, and international demand has increased as people look for calming scents and mindful living solutions in busy modern lives.

Producing over 12 billion agarbathi sticks every year places Cycle Pure among the largest incense makers in the world. Such a scale demands strict quality systems. In recent years, FMCG companies have invested heavily in laboratory testing, controlled sourcing of raw materials, and safer production methods to meet both Indian and international safety standards. Natural ingredients such as bamboo sticks, charcoal, resins, and essential oils are closely checked to maintain consistency and purity, which is crucial in a category closely linked to faith and health.

Cycle Pure’s position as the world’s first carbon-neutral agarbathi manufacturer reflects a wider shift within the Indian industry towards sustainability. Carbon neutrality is achieved by reducing emissions and balancing the rest through verified environmental projects. The company’s use of renewable energy, tree-planting drives, and carbon credit programmes align with India’s national goals for climate responsibility. The move towards plastic-free packaging also follows rising consumer awareness, as many households now prefer eco-friendly products that reduce waste and protect the environment.

Speaking about the Gujarat market, Mr Amarnath Datta highlighted the popularity of fragrances like mogra, rose, and sandalwood in Ahmedabad. These scents have deep roots in Indian culture, especially in western India, where they are closely linked with temples, festivals, and family rituals. Regional preferences play a major role in incense sales, and brands often create local blends to match cultural habits. Exploring region-specific products, such as devotional dhoop sticks, shows how companies adapt tradition to local taste while keeping the essence intact.

Cycle Pure’s wide product range reflects the changes in modern homes. While agarbattis remain central to prayer, families now look for convenient and clean options. Products like sambrani cups have a long temple history, traditionally used for purification, while room fresheners and essential oils cater to urban lifestyles. Camphor tablets and pouches remain essential in daily worship, and ready-made puja kits help busy households perform rituals without difficulty. This balance of old and new allows rituals to continue even as lifestyles become faster.

Beyond commercial success, Cycle Pure’s work in community development adds another layer to its story. The women empowerment project in Gadchiroli supports women through agarbathi rolling, a skill that has historically provided income to rural families. Such initiatives help create steady livelihoods, especially in regions with limited employment options. Similar CSR efforts in education, healthcare, and skill training reflect a long tradition of Indian family businesses investing back into society, not just profits.

The brand’s strong presence on online platforms such as Amazon and Flipkart shows how even traditional products have adapted to digital buying habits. Quick commerce services like Swiggy Instamart and Blinkit are especially popular with younger consumers who prefer fast delivery. This shift reflects a wider FMCG trend where convenience and speed are becoming as important as brand loyalty.

Cycle Pure’s association with cricket has also helped the brand stay relevant with younger audiences. Cricket is deeply emotional for millions of Indians, and sponsorships help brands connect with families across generations. Such visibility builds trust and recall, especially in homes where incense is part of daily life.

In Gujarat, Cycle Pure enjoys a strong presence across cities and villages alike. The state has a rich tradition of devotional practices, making it a key market for incense and puja products. The company’s plan to expand into tier 2 and tier 3 towns over the next two years reflects growing demand beyond major cities. With improved roads, digital payments, and retail networks, smaller towns are now important growth centres for FMCG brands.

As Cycle Pure Agarbathi completes 77 years, its journey reflects more than business success. It tells a story of how tradition can evolve with time, how sustainability can sit alongside faith, and how a product rooted in prayer can travel the world while staying close to home.