Press Release

Oct 20, 2021

N Ranga Rao and Sons

Cycle invites women to bring Kumkum Bindi back in vogue with #KumkumBindiChallenge

Mysuru/Bangalore, October 20, 2021: Cycle Pure Agarbathi, from the agarbathi to aerospace conglomerate NR Group, has announced a social media challenge called #KumkumBindiChallenge, in which the brand invites women to participate via its Instagram handle, On the occasion of Navaratri, the brand announced this fun initiative with its newly launched Om Shanthi Gold Class Pure Kumkum, India's first certified 'safe on skin' Kumkum. It's made with pure turmeric and only BIS-approved colours, so it's gentle on the skin and perfect for rituals. Kumkum has long been revered in our culture for its social and spiritual significance. The campaign invites women from all over the world to participate in order to revive the tradition of wearing a kumkum bindi.

The #KumkumBindiChallenge beckons women to make the Kumkum Bindi trendy while encouraging them to reap its benefits. Participants must share photos of them wearing the traditional Kumkum Bindi with the given hashtags and tag five women on Facebook and Instagram to join the challenge. They can click solo, group and selfie photos. Having received a great response, the challenge has been extended until Diwali on 4 November, 2021. The brand has roped in renowned Bharatanatyam dancer, actor and choreographer Rukmini Vijayakumar for this campaign.

Commenting on this special product, Arjun Ranga, Managing Director, Cycle Pure Agarbathi, said, “Our culture and traditions have long recognised the significance of Kumkum for women and in our puja rituals. Om Shanthi Gold Class Pure Kumkum is our country's first ‘safe on skin' traditional Kumkum that has been prepared to the highest purity and safety standards. It is ideal for an auspicious start to any puja and for daily use by women.”

Licensed under the Drugs and Cosmetics Act, OS Gold Class Pure Kumkum is available in the market as well as on

About NR Group

The Mysuru-based NR Group was founded by Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri. 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 in to a successfully run business conglomerate with an established presence in India and abroad. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car-fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, 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 towards social responsibilities and fulfills them, through its charity arm ‘NR Foundation’. NR Group today is managed by the third generation of the Ranga family.

For more information on NR Group, please visit


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