N. Ranga Rao & Sons

What N. Ranga Rao & Sons does

N. Ranga Rao & Sons Private Limited (NRRS) is a Mysuru, India-based privately held family conglomerate founded in 1948 by Shri N. Ranga Rao and now managed by the third generation of the Ranga family. Its flagship operation, Cycle Pure Agarbathies, is the world's largest-selling incense stick brand, manufacturing over 12 billion agarbathi sticks annually and targeting a 30% share of the Indian market. The company sells a diversified portfolio spanning core agarbathi brands (Cycle Pure, Rhythm, Woods, Flute, Three-in-One, Heritage, Sandalum), charcoal-free and premium ranges (Sugandha Mallika, Shan-e-Taj), complete puja solutions (Om Shanthi, Sampoorna), functional air care (Lia, STOP O), premium wellness home fragrances under the IRIS brand (leveraging aromacology), and floral extracts (NESSO). Rangsons Defence Solutions operates as a separate aerospace/defence vertical manufacturing airborne heat exchangers, SATCOM terminals, and tactical communications for HAL, DRDO, and BEL, holding an MOD industrial license and NADCAP certifications.

The business model is multi-channel and sales-led: products reach Indian consumers through modern trade, general trade, exclusive IRIS Aroma Boutiques, the company's own e-commerce platform cycle.in, and quick commerce partners, while exports flow through distribution partners to 75+ countries across Asia, Africa, Europe, Latin America, the Middle East, the Far East, and North America. Pricing is unit-based across budget to premium tiers (e.g., Rs.20 for a 35g pack of Sugandha Mallika to Rs.140 for a 160g Lia room freshener; INR 389 for the Om Shanthi Monthly Puja Pack). The proprietary PFIS (Patented Fragrance Intensity System) delivers the fragrance output of two sticks in one and underpins premium SKUs such as Sandalum Agarbathies. NRRS holds the only Carbon Neutral agarbathi certification in India from UK-based The Carbon Neutral Company and operates under WFTO Fair Trade Guarantee System principles. In April 2026 the company acquired a majority stake in Satvik Spirituals to add a digital-first spiritual and lifestyle product line (rudraksha, idols, gemstone accessories), extending reach into India's $35 billion faith market via e-commerce and quick commerce.

Name

N. Ranga Rao & Sons

Legal name

N. Ranga Rao and Sons Private Limited

Website

https://nrrs.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

N. Ranga Rao & Sons is a Mysuru, India-based family-owned conglomerate founded in 1948, operating the world's largest-selling agarbathi brand Cycle Pure and diversified subsidiaries in puja essentials, premium home fragrances (IRIS), air care (Lia), and aerospace/defence technology, serving Indian households and consumers across 75+ countries.

Ownership category

akta.pro rank

Product category

Incense and Home Fragrance Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Incense sticks
• Agarbathi manufacturing
• Puja samagri
• Home fragrances
• Air care products

Headquarters

HQ city

Mysuru

HQ country

India

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Agarbathi and Incense Products: Core revenue from manufacturing and selling incense sticks under brands like Cycle Pure, Rhythm, Woods, Flute, Three-in-One, Heritage, and others. Sells over 12 billion incense sticks globally.
2. Dhoop, Sambrani and Cones: Revenue from traditional incense products including dhoop, sambrani cones, and related prayer products.
3. Personal Care Products: Revenue from personal care product line including fragrances and related items.
4. Home Fragrances and Air Care: Revenue from IRIS wellness fragrances, Lia room fresheners, car fresheners, and STOP O toilet fresheners under Ripple Fragrances vertical.
5. Puja Samagri: Revenue from complete puja essentials including puja packs, prayer essentials, havan samagri, and accessories.
6. Export Products: International revenue from exporting incense and fragrance products to 75+ countries across Asia, Africa, Europe, Latin America, Middle East, Far East and North America.
7. Satvik Digital Products: Revenue from digital-first spiritual and lifestyle products through Satvik acquisition, including rudraksha beads, idols, and gemstone accessories via omnichannel including quick commerce.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

N. Ranga Rao & Sons manufactures and sells agarbathi (incense sticks), dhoop, sambrani cones, puja samagri and complete puja packs under the flagship Cycle Pure brand and sub-brands such as Rhythm, Woods, Flute, Three-in-One, Heritage, Pushkarini, and Sandalum. Through its Ripple Fragrances division, it also sells room fresheners (Lia), toilet fresheners (STOP O), and wellness home fragrances (IRIS) via IRIS Aroma Boutiques and digital channels, exporting to over 75 countries.

Product overview

N. Ranga Rao & Sons operates as a diversified conglomerate centered around its flagship Cycle Pure Agarbathies incense brand, the world’s largest selling agarbathi. The product portfolio spans multiple categories: (1) Core agarbathi products under brands like Cycle Pure, Rhythm, Woods, Flute, Three-in-One, Heritage, and specialty lines like Sandalum, Sugandha Mallika, and Shan-e-Taj; (2) Puja essentials under Om Shanthi and Sampoorna sub-brands offering complete puja kits, prayer essentials, and accessories; (3) Air care products through Ripple Fragrances division including Lia room/car fresheners and STOP O toilet fresheners; (4) Premium home fragrances under IRIS brand with aroma boutiques; (5) Export products including HEXA and SQUARE incense packets; (6) Recently acquired digital-first spiritual brand Satvik for e-commerce expansion; and (7) Aerospace/defence technology through Rangsons Defence Solutions manufacturing heat exchangers and satcom equipment. The company also offers customizable fragrance experiences through MyIncense innovation and operates IRIS Aroma Boutique retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• Cycle Pure: Flagship agarbathi (incense sticks) brand - the largest selling incense stick brand in the world
• Rhythm
• Three-in-One
• Woods
• Flute
• Heritage
• LIA
• STOP O
• IRIS
• Om Shanthi
• Pushkarini
• Soulveda
• Vasu
• Sugandha Mallika
• Shan-e-Taj
• NESSO
• Rangsons Defence Solutions
• NR Foundation

Products and services

• PFIS-Enabled Sandalum Agarbathies Premium agarbathi range using Cycle Pure's patented PFIS technology that delivers the fragrance emission of two sticks in one, infused with Sandalwood and temple flowers; sold to Indian and international consumers for prayer and home fragrance.
• Sugandha Mallika Charcoal-Free Incense Charcoal-free brown agarbathi infused with Juhi, Mogra and Chameli fragrances; available in 35g, 60g and 100g packs at Rs.20, Rs.30 and Rs.50 respectively, targeted at consumers seeking cleaner-burning incense.
• Shan-e-Taj Royal Agarbathi Range Royal-positioned agarbathi line inspired by the Taj Mahal, blending floral essences with Indian spices; offered in 36g and 96g packs for premium gifting and home fragrance use.
• Om Shanthi Monthly Puja Pack Complete 30-day puja essentials pack under the Om Shanthi brand including pooja oil, wicks, agarbathi, camphor, chandantika, loban, kumkum, turmeric and cup sambrani; targeted at households wanting a single monthly solution for daily worship.
• Lia Lemon Burst Room Freshener Citrus-fragrance room freshener under the Lia brand offering 600 sprays per 160g can, sold for everyday home air freshening.
• Lia Car Fresheners (Dashboard Gel and Vent Gel) Lia sub-range of car air fresheners comprising dashboard gel (Cold Diffusion Technology) and vent gel (Air Diffusion Technology) for in-car fragrance.
• Rhythm Improved Product Range Premium agarbathi range under the Rhythm brand offering four improved fragrances — Amber, Sandal, Orients and Saroja Kolkata — released for the 75th anniversary celebrations.
• Cycle Three-in-One Agarbathi Campaign / Re-launch Marquee Three-in-One agarbathi brand relaunched with a campaign positioning the product around health, wealth and happiness for daily prayer.
• IRIS Celeste Gifting Range Premium gifting line of IRIS wellness home fragrances launched for Diwali, marketed through a celebrity-led TVC for affluent urban consumers and corporate gifting.
• Om Shanthi Celebration Pack Festival-specific Om Shanthi puja kit launched for Ugadi, bundling all required prayer essentials for an authentic Ugadi celebration.
• Cycle Pure Agarbathies (Flagship Brand Range) Flagship agarbathi portfolio of the NR Group, encompassing brands such as Rhythm, Woods, Flute, Three-in-One, Heritage, Good Luck, Bansuri, Godhuli, Sandalum, Vasu 100, Morning Glory, NatyaKesari, Pushkarni, and Parampara for daily prayer and puja use.
• IRIS Home Fragrances Wellness home fragrance brand under Ripple Fragrances offering reed diffusers, scented candles, tea light diffusers, fragrance vaporizers and aromatherapy products based on the science of Aromacology.
• STOP O Toilet Fresheners Toilet freshener brand under Ripple Fragrances available in gel and one-touch spray formats for household bathroom air care.
• Om Shanthi Puja Essentials Puja essentials brand under NR Group offering puja packs, Havan Samagri, Ganga Jal, Ghee Diya, Puja Oil, Kumkum, Turmeric, and puja accessories for daily worship and ceremonies.
• Sampoorna Puja Kits Complete puja kits including the Ganesh Chaturthi Pooja Pack and Vedic Sampoorna Lakshmi puja kit containing all required materials along with an audio CD of shlokas.
• HEXA Export Incense Packet Hexagonal packet format containing incense sticks of varied fragrances designed for export markets across 75+ countries.
• SQUARE Export Incense Packet Square packet format of incense sticks with a wide range of fragrances designed for export markets.
• Satvik Spiritual and Lifestyle Products Digital-first spiritual and lifestyle products including rudraksha beads, idols and gemstone accessories, distributed through e-commerce and quick commerce channels targeting India's online spiritual consumers.
• Rangsons Defence Solutions Aerospace and Defence Products Aerospace and homeland security products including Airborne Compact Heat Exchangers, SATCOM On The Move (SOTM) terminals, tactical datalink products, and aviation tubes & hoses, sold to defence and aerospace customers such as HAL, DRDO and BEL.
• IRIS Aroma Boutique Retail Stores Exclusive retail stores offering the complete IRIS home fragrance portfolio, decor artifacts, and gifting options in Bengaluru, Chennai, Mysuru, Hyderabad, and Pune.

Quantifiable outcome

• Sells over 12 billion incense sticks globally
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Satvik Spirituals Pvt LtdcoreStrategic or Co-development Partner · 9 April 2026Acquisition of majority stake in Satvik, a digital-first spiritual and lifestyle products company. Satvik reported total income of ₹21.09 crore for FY25 with 17% increase. The acquisition combines Cycle Pure's 77-year legacy with Satvik's e-commerce capabilities to create an omnichannel platform for spiritual products and expand into India's $35 billion faith market.
• HPCL (Hindustan Petroleum Corporation Limited)minorGTM or Marketing Partner · 12 March 2024Partnership with HPCL celebrating Women's Empowerment initiatives. Lion's Club of Mysore Heritage City along with Kubera's Fuels collaborated on women empowerment programs.
• Reforest India and Kodagu For TomorrowcoreStrategic or Co-development Partner · 29 June 2019Partnership for reforestation initiatives in Kaveri Watershed area. Cycle Pure Agarbathies pledged support for environmental conservation through tree plantation.
• Mysuru Race Club Charitable TrustminorStrategic or Co-development Partner · 1 June 2019NR Foundation in association with Mysuru Race Club charitable trust organized free cataract eye screening camp, screening 200 patients.
• Bhagini Seva SamajaminorGTM or Marketing Partner · 27 April 2019Sponsorship of Bhagini Ramotsava, annual Ram Navami celebration featuring musical events at Bhagini Seva Samaja School, Mysuru.
• HAL (Hindustan Aeronautics Limited)coreTechnology or Integration · 18 February 2019Rangsons Defence Solutions provides aerospace products and services to HAL for defense helicopters. Rangsons holds industrial license from MOD for defense equipment.
• DRDO (Defence Research and Development Organisation)coreTechnology or Integration · 18 February 2019Rangsons Defence Solutions provides technology products and services to DRDO for aerospace and defense applications.
• BEL (Bharat Electronics Limited)coreTechnology or Integration · 18 February 2019Rangsons Defence Solutions provides products and services to BEL for defense electronics and homeland security solutions.
• Kalisu FoundationcoreStrategic or Co-development Partner · 1 February 2019Mysuru Warriors KPL team partnered with Kalisu Foundation to build Jnanalaya (library) in government schools. 6 Jnanalayas built including science labs. Foundation provides education to children from low-income backgrounds.
• Nakhsha BuildersminorStrategic or Co-development PartnerCollaboration to elevate living experience in Mysore through real estate development initiatives.
• Quick Commerce PlatformscoreChannel Partner/ Reseller/ DistributorPartnerships with quick commerce platforms for rapid delivery of Cycle Pure products including Satvik's omnichannel expansion through quick commerce.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ITC Limited (Mangaldeep): Diversified Indian FMCG giant whose Mangaldeep brand is the most prominent competing agarbathi franchise. Comparable through overlapping product (incense sticks), channel (modern and general trade) and consumer base (Indian households).
• Mysore Deep Perfumery House (MDH / Cycle Agarbathi legacy rivals): Indian heritage FMCG house known for spices and allied personal/home products. Comparable as a multi-generational Mysuru-rooted Indian CPG brand expanding into adjacent home and fragrance categories.
• Patanjali Ayurved (Divya / Patanjali Agarbatti): Large Indian ayurvedic/FMCG conglomerate that has expanded into agarbathi and puja samagri. Comparable through overlapping spiritual products portfolio, broad retail distribution, and rural-urban reach.
• Hindusthan Unilever (HUL) — Home and Personal Care: India's largest FMCG company with extensive home fragrance, personal care, and air care categories (e.g., Comfort, Dove, Pureit-adjacent). Comparable as a competitor and potential acquirer of mass-market home fragrance share.
• Dabur India: Leading Indian ayurvedic and natural-products FMCG with adjacent offerings in home care, oral care, and spiritual wellness. Comparable via rural-urban distribution depth and natural/ayurvedic positioning.

Direct peers

• M.K. Agarbatti / Zed Black: One of India's largest dedicated agarbathi manufacturers, with national distribution and export presence. Directly comparable to Cycle Pure in core product, customer segment, and pricing tiers.
• Hem Incense (Goloka): Indian incense and spiritual products manufacturer serving both domestic and export markets. Closely comparable in product mix (agarbathi, dhoop), international reach and premium positioning.
• Hari Darshan Sevashram: Long-established Indian agarbathi and dhoop maker with multi-generational heritage similar to NRRS. Comparable on product categories, religious/cultural consumer base, and pan-India general-trade distribution.
• Moksh Agarbatti: Indian agarbathi and dhoop manufacturer with growing export footprint. Comparable through direct overlap in product categories, packaging formats, and export-driven go-to-market.

Emerging players

• Satvik Spirituals Pvt Ltd (acquired by NRRS): Digital-first spiritual and lifestyle products company (rudraksha, idols, gemstone accessories) now majority-owned by NRRS. Comparable as an emerging digital spiritual brand and a template for the group's online-channel strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nrrs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about N. Ranga Rao & Sons