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LN Revathy
A dominant player in the business of agarbathi, Cycle Pure is trying to transform the way pujas are conducted at home. The launch of Puja Packs by this ₹1,500-crore NR Group company is expected to make a difference.
Arjun Ranga, Managing Director, Cycle Pure Agarbathies, told this correspondent that the company launched Puja Packs for all occasions recently.
“It includes packs ranging from birthdays to Ganesh Chaturthi and Janmashtami. The pack contains a puja kit, complemented by the Pure Puja App with all instructions and an option to seek a purohit to conduct the same.
Apart from the app, Cycle Pure has developed a platform, Pure Prayer, which serves as a one-stop shop for puja needs.
“The app helps connect all temples and religious institutions across the country. It is an information bank providing updates on events, festivals, pujas, pandits and astrologer services at prominent temples. Users can book hotels and accommodation at the temples or call customer support for help with room bookings.
“At present, users in Karnataka are able to select a service, location and purohit of their choice, pre-book their service and make payments online for the services sought. Those in Tamil Nadu can access all the service except booking a purohit. This service will be made available on the Pure Puja App very soon,” he said.
According to Arjun Ranga, Cycle Pure Agarbathies have 35 per cent market share in the country and around 18 per cent in Tamil Nadu.
Expansion
The company is aiming to further strengthen its presence by enhancing its production capacity, expanding its product range, roping in more distributors and expanding its retail outlets.
“The agarbathi manufacturing process was entirely manual till a few years back. We have mechanised the process to a large extent and this, in turn, has helped meet market demand and delivery targets,” he said and added that Tamil Nadu is home to 15 agarbathi clusters of 9 lakh women each.
“We provide these women the raw materials and agarbathi-making machines. The bathies are bought back by the company and, after standardising the product and fragrance, they are packed and sold,” he said.
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