Heritage Agarbathies Presents Cycle Sheri Garba

An attempt to revive the original form of Garba

Gujarat, September 20th, 2014 : Cycle Pure Agarbathies, the largest manufacturers of Agarbathies in India and a brand that works towards reviving and promoting various art forms across the county, will be organizing the Cycle Sheri Garba for the fifth consecutive year. The competition will start from 25TH September, 2014 with the grand finale on 3rd October, 2014. 31 Major locations across cities of Ahmedabad, Surat, Vadodara, Valsad, Mehsana, Surendranagar will be covered where ‘Akhand Jyothi’ – a Special Six Feet Mega Agarbathi will be lit to mark the Inaugural of the Navratri Celebration. At Ahmedabad 10 societies will be taking part in the Cycle Sheri Garba festivities and will be contesting for the Prestigious ‘Cycle Sheri Garbha Trophies and Cash prizes’. Pinky Parikh, Indian actress from Gujarat and Jagruthi Thakore, Gujarati TV artist will be the judges.

The event will also see members of ten societies in Ahmedabad competing for the Best Society award. The society which upholds and supports the tradition of Sheri Garba in its true form and in the precise manner will be announced as the best society. The highlights of traditional Garba that forms the judging criteria are women carrying mud pots with divine light, performing Aarthi with religious songs, Mandvi decoration with Rangoli, Traditional Sheri Garba dance forms from the participants, and also taken into consideration will be the involvement of each society.

Best performers at all the 31 event locations will be awarded with 15 gifts and Certificates for best costume and best dancing skills, thus giving a chance for participants from all age groups to win prizes while they celebrate during the festivities .

 Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said “We are a company rooted in the Indian tradition. To safeguard India’s culture and heritage is an enduring value of our organisation. Across the country, we conduct many activities to revive lost arts. Cycle Sheri Garba is another initiative in that direction. The activity was begun to promote Garba as a unique art form, and to spearhead its revival, bringing in the new generation to love and embrace it. Today we are proud that our humble efforts have paid off in substantial measure, and there is a marked change in the mindset of the youngsters towards this traditional art form”

 About Cycle Pure Agarbathies

‘Cycle Pure Agarbathies’ is manufactured by the Mysore-based NR Group. It is the leading agarbathi brand in India and is exported to more than 60 countries. ‘Cycle Pure Agarbathies’ has an array of offerings in the premium category: Three in one, lia, Rhythm, Woods, are the marquee brands. Heritage Agarbathies is the latest offering from the group.

The NR Group

The Mysore Based NR Group was founded by Shri N. Ranga Rao in 1948.Sri. Ranga Rao who was a true visionary launched Cycle Pure Agarbathies which today is the world’s leading incense brand. From a home-grown enterprise, NR Group has grown to become a successfully-run business with established presence inIndiaand abroad. The Group has diversified into other business categories, such as functional air care products (Lia brand of room fresheners and Car-fresheners) and wellness home fragrance products (IRIS) under Ripple Fragrances; floral extracts (NESSO) and Rangsons Electronics. The group is also very passionate about several Social Initiatives which they run through their arm ‘The NR Foundation’. The NR Group today, is managed by the third generation of the Ranga Rao family.