Press Release

Oct 21, 2022

N Ranga Rao and Sons

Cycle Dattatreya adds vibrance and fragrance to Mysuru’s festivities

Cycle pure agarbathi, the world’s largest manufacturer of incense and prayer products, added a new “fragrant giant” to the ongoing festivities in Mysuru. The brand has created a unique life size elephant, fully covered with the brand’s vibrant and colourful agarbathi packs. The elephant was named ‘Cycle Dattatreya’, as a tribute to the elephant calf that was born during this year’s Dasara festivities. The Cycle Pure agarbathi stall with the colourful elephant and the fragrance from the burning incense, is a star attraction in the Palace grounds, with people making a thronging the stall to take selfies and groupfies with ‘Cycle Dattatreya’.

“Every year, the Dasara elephant carries the Goddess. It is a symbol of carrying forward our tradition of devotion. Which is why we choosing to create the Dasara elephant draped with Cycle agarbathi packs. Above all, we are proud to be a Mysuru Agarbathi brand with a mammoth range of fragrances, that are enjoyed in over 75 countries. The entire design and decoration of the 13.5 feet tall elephant was done by our team, using over 3500 packs of over 70 varieties of agarbathi packs. We feel honoured to be headquartered in Mysuru and spread the fragrance of Pure Mysuru agarbathies across the world.”, says Mr. Arjun Ranga, MD, Cycle Pure Agarbathi.

Undoubtedly, Cycle Dattatreya is yet another innovative idea from India’s most innovative agarbathi brand. Be sure to share your selfie with Cycle Dattatreya, tag the brand and avail a discount at the stall in the Palace grounds.

About NR Group

The Mysuru-based NR Group was founded by N. Ranga Rao in 1948. A true visionary and a philanthropist, Ranga Rao created the ubiquitous Cycle Pure Agarbathies, which has today become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved into a successfully-run business conglomerate with an established presence across India and abroad. The Group has diversified into various business domains like functional air care products (Lia brand of room fresheners and car-fresheners), wellness home fragrance products (IRIS) under the banner of Ripple Fragrances, and floral extracts (NESSO) and Rangsons Technologies. Today, it is truly an Agarbathi to Aerospace conglomerate as it is also involved in making parts for defense helicopters. The organization has largely committed itself towards assuming social responsibilities and fulfills them through its CSR arm NR Foundation. The NR Group today is managed by the third generation of the Ranga family.

For more information on NR Group, please visit


Media Queries: | or call Neekita Singh - 9832322177