Cannot ignore influencer marketing: Arjun Ranga, Cycle Pure Agarbathi

In today’s times, influencer marketing and social media cannot be ignored when it comes to promoting the brand, said Arjun Ranga, Managing Partner, at N Ranga Rao & Sons Pvt Ltd, the makers of Cycle Pure Agarbathi, as the brand celebrates 75 years of being in business. 

To commemorate its platinum jubilee, Ranga told exchange4media that Cycle Pure Agarbathi, which is one of the oldest incense sticks brands in India, will soon launch a limited edition version, adding that it was too soon to announce anything yet.

“We will launch limited edition agarbattis in October. As this is the 75^th year, to commemorate this we are launching limited edition products. It is too soon to announce,” said Ranga, also the MD of Cycle Pure Agarbathi.

Talking about the marketing strategy, Ranga said even though the brand’s target group consumes television the most, influencer marketing and social media cannot be overlooked.

“Our TG typically consumes a lot of television even till date and it is typically the GECs. However, social media and influencer marketing cannot be ignored.

“We have started to evaluate the influencer marketing space very seriously. It is to be seen what direction it will take going forward. It (influencer marketing) is more for cosmetics and personal care products, not as much prayer and spirituality,” he told e4m.

Cycle Pure Agarbathi by N. Ranga Rao & Sons (NRRS) started in the year 1948. According to the company, it is leading the market with 15% stake of Rs 7,000 crore agarbathi industry.

Talking about the packaging innovations and designing of Cycle Agarbathis, Ranga said their company was one of the first ones to introduce barrier properties in inner pouches to lock the fragrances of incense sticks.

“In 1948, when my grandfather entered the business, predominantly, metal boxes were used in packaging. We were one of the first companies to move away from metal  and get into duplex board packaging.

“We were the first ones to even innovate in the inner packaging as well using barrier properties in our inner pouches to ensure the fragrance of incense sticks remained locked and sealed,” he said.

He highlighted how the company has taken a path of sustainability by using 100 % recyclable polymer material.

“We are constantly innovating and upgrading our packaging to be sustainable and eco-friendly as well. We are the first company to move away from plastic lamination. We have acquired water-based lamination so that the packaging material remains recyclable.

“There are two aspects of packaging. One is graphic art and the second is the materials that we use for packaging. We are one of the first ones to have an in-house design team. In 1970, my father went to the local design school, identified young talent and gave them internship projects. He created an in-house talent pool that started to create graphic art that went into packaging,” he said.

Talking about new products in the pipeline, he said the brand is constantly launching products as it’s a consumer product company.

“We constantly launch new products. Right now, one of our highest-selling launches is Naivedya Cup Sambrani (Dhoop cups with fragrance). This cup has Sambrani encapsulated in it. It is modern yet traditional.

“For home fragrance we have a product called Stop-O which is a bathroom freshener and a car freshener. Across the spectrum we keep introducing new products. We have also launched an entire range of camphor products called ‘Karpure’. Launches are a day-to-day affair for us as a consumer product company. We constantly understand consumer behaviour,” Ranga said.

Talking about the role of brand packaging in consumer’s buying decisions, Ranga said no matter how well a brand is advertised, ultimately a consumer will consider buying the product after looking at the packaging.

“Consumers look at the packaging and then decide whether to buy that product or not. No matter how well you advertised the brand, the consideration of the product happens only when the consumer looks at the packaging.

“No matter what you do for awareness, if you want your brand to be considered, your packaging should be addressing all your consumer’s concerns,” he said.