As the world embraces the rise of Artificial Intelligence (AI) and its impact on humanity, Cycle Pure Agarbathi, the world’s largest manufacturer of incense and prayer products, takes a different approach—celebrating something far more enduring: Human Intelligence. More specifically, the brand honors Her Intelligence (HI) through its latest innovative campaign.
In a tribute to the invaluable contributions of women in the agarbathi industry, Cycle Pure Agarbathi introduces HI—a philosophy that encompasses Human Intelligence, Heart Intelligence, Hands Intelligence, and above all, Her Intelligence. It represents the wisdom of Mother Earth and the countless women who shape the brand’s journey.
A Legacy Powered by Women
Arjun Ranga, Managing Director of Cycle Pure Agarbathi, elaborates on this vision:
“While the world is captivated by Artificial Intelligence, we must not overlook the intelligence that defines us. At Cycle, we call it HI—Her Intelligence. HI is the quiet strength of women, the wisdom of experience, and the fragrance of virtue that uplifts generations. It is the intelligence of the hands that craft our incense, the hearts that nurture our values, and the unwavering hope that guides us. With over 70% of our workforce being women, their intelligence has empowered us for 77 years across 75 countries. HI has nurtured, guided, and strengthened us. We are blessed to be in the company of feminine grace and remain committed to keeping things truly human. Since 1948, we have been proudly powered by HI—and will continue to be for generations to come.”
Founded in 1948, the company’s legacy began with Arjun Ranga’s grandmother managing the first factory. Over the years, the business has flourished through the intelligence, resilience, and faith of women. The new campaign reminds us that even in a world driven by technology, the true power lies in people.
The HI Campaign
The brand’s digital ad highlights how Her Intelligence is the guiding light, keeping the world fragrant with hope.
Watch the ad here: [Insert Video Link]
About NRRS and Cycle Pure Agarbathi
Founded in 1948 by Shri N. Ranga Rao in Mysuru, NRRS (N. Ranga Rao & Sons) is a visionary enterprise that introduced the Cycle Pure Agarbathi brand, which has now become the largest-selling incense stick brand globally. Over the decades, NR Group has evolved into a diversified business conglomerate with a presence in both India and international markets.
The Group has expanded into multiple categories, including:
Functional Air Care Products – Lia Room & Car Fresheners
Wellness Home Fragrances – IRIS by Ripple Fragrances
Floral Extracts – NESSO
Technology & Aerospace – Rangsons Technologies, manufacturing parts for defense helicopters
In addition to business excellence, NR Group is deeply committed to social responsibility through its charity arm, NR Foundation.
Today, the third generation of the Ranga family continues to lead the NR Group with innovation, sustainability, and a commitment to empowering women.
For more details, visit: www.nrgroup.co.in
