Who Was N. Ranga Rao? The Story of Cycle Pure Agarbatti Founder Who Built a ₹1,700 Crore Business

Using smart grassroots marketing, in-house fragrance innovation, and environmentally friendly packaging, it has become one of the largest incense stick brands in the world. According to media reports, it has a market share of over 15%.

Rao grew up in a small village called Vathiraiyuruppu near Madurai. From an early age, he had to shoulder the responsibility of his family. After marrying in 1935, he began working as a bookkeeper at the Cordite Factory in Aravangad. Then came 1947, when India gained independence. Inspired by India's independence, he wanted to start something of his own.

He founded Mysore Products and General Trading in 1947, operating from his home, which also doubled as a factory.

With an eye on the future in the unorganized sector, Rao decided to establish his business as a "brand," a vision far ahead of its time. Thus, "Brand Cycle" was born. He also acquired the design copyrights. Rao's son, R. Guru, subsequently joined the business to support his father, marking the entry of the second generation into the business.

During 1960-69, "Cycle Ratna" was launched. It was the first product of its kind in the "value-for-money" segment. While the market price for a pack was 25 paise, "Cycle Sugandha Mallika" was launched as a premium pack, priced at one rupee for 10 sticks.

The product was a success, proving that customers were willing to pay more for good quality. Large-scale van operations were launched in South India. This was a significant milestone in the incense stick industry and a testament to the founder's marketing acumen.

The company subsequently launched several more brands and, in the last decade, became the world's first zero-carbon/neutral manufacturer. With its diverse brands and services, it has now become the NR GROUP, a company whose products include oils and fragrances.