Arjun Ranga, Partner of Mysore-based NR Group, maker of the Cycle brand of agarbatti, does not fear the huge task ahead of him - how to sell incense sticks to a generation that is constantly fed by the internet and social media. Spiritual hunger seems to come naturally to the youth of today, says Ranga.

“There is an inherent belief in God, even among the youth. An increasing number of kids want to get back to their roots,” insists Ranga, the third generation in the business that was started by his grandfather N Ranga Rao in 1948.

Survey To understand the attitude of the younger generation towards spirituality, the maker of the Cycle agarbatti brand roped in research and marketing agency Hansa Research.

Students in the age group of 13 to 23, studying in colleges and schools spread across the city of Bangalore, were interviewed. The findings were startling. Most of the students believed that spirituality led to happiness, as it gave one peace of mind. They said being spiritual also helped one to be a better human being, and led to good things in life.

The main reasons cited for being spiritual were family beliefs, personal experiences and friends. The survey showed that most students, especially those in college, found spirituality to be widespread in their age group.

Observations About 3/4th of the students surveyed said they prayed at least once a day, and participated fairly often in religious functions along with their family members. The survey showed that different students interpreted spirituality differently, while some said “it’s a belief or a trust” (20 per cent), others said “it is a trust in God” (23 per cent). It was also seen as “giving peace of mind” (15 per cent) something “very personal” to them (8 per cent).

Sampling initiatives Ranga learnt how to deal with the new generation from his father, RN Murthy, who continues to sit on the advisory board. Way back in the 1960’s, RN Murthy promoted the sale of incense sticks, a relatively new phenomenon at that time, by giving away free agarbattis to people coming out of temples.

“Sampling continues to be one of the biggest marketing methods employed by the company. We need to get people to use the product, believe in the fragrance, believe that their prayers will be answered,” said Ranga, adding that the company continues to do free insertions in magazines. The World Cup 2011 was another great sampling initiative. A campaign for Team India was built up by the N R Group by distributing incense sticks across the country, urging Indians to pray for the team.

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