Cycle Pure unveils 111-feet Agarbathi to honour local craftsmanship

Pune, January 2024: Cycle Pure Agarbathi, India’s largest agarbathi manufacturer, added a touch of brilliance to the skies by unveiling a colossal 111-feet agarbathi, as a tribute to the rich tradition of local craftsmanship. This awe-inspiring event unfolded simultaneously across three culturally vibrant places – Mysuru, Maharashtra, and Goa, marking a heartfelt commitment to support and celebrate diverse artisanal heritage.

Ms. Saraswathi, mother of renowned sculptor Arun Yogiraj, lit the agarbathi in the presence of esteemed dignitaries Sri. Pratap Simha, MP, Mysore-Kodagu, and Sri. T. S. Srivatsa, MLA, Krishnaraja.  The Ranga family, including Mr. Guru, Mr. Kiran Ranga, Mr. Vishnu Ranga, Mr. Anirudh Ranga, and Mr. Nikhil Ranga, graced the occasion to showcase the brand’s commitment to preserving our heritage and traditional art form. In Maharashtra, Honourable Chief Minister Sri. Eknath Sambhaji Shinde, celebrated the state’s rich craftsmanship, while in Goa, Honourable Chief Minister Sri. Pramod Sawant emphasized preserving and promoting the region’s unique artistic expressions.

Cycle Pure Agarbathi’s 111-feet tall masterpiece is a testament of modern technology meets traditional art form; it is a profound homage to the rich cultural heritage of Mysuru’s artisans. This massive agarbathi was crafted over 23 days with a dedicated team of 18 skilled individuals, using materials such specially handpicked auspicious Dashanga: Honey, Konneri Gedde, Ghee, Sandal Wood Powder, Guggula , Agaru, Sambrani , Devadaru , Loban and White Mustard ( bili Sasive) along with Charcoal, Jigat and Jaggery.  The manufacturing process incorporates a unique technology devised by the NRRS specialists team.

Cycle Pure honors local art by unveiling a 111-foot incense burner

Expressing her gratitude, Ms. Saraswathi said, “Generations of our family have been dedicated to the arts, and it’s truly heartening to see Cycle Pure Agarbathi taking a proactive role in supporting and acknowledging our work. This recognition goes beyond a simple honour; it signifies a deep commitment that holds immense value, not only for our family but for the entire artistic community. This support is particularly meaningful for artists in Mysuru, where our cultural contributions thrive, making it an invaluable gesture towards the broader creative landscape.”

During the event, Mr. Guru, Chairman of NR Group said, “As a brand rooted in spirituality, our ongoing commitment is to support the artist’s community. We aim to be a source of hope in people’s lives, and this 111-feet agarbathi serves as a symbol of that commitment, spreading happiness through its fragrance to the world of craftsmanship.”

Speaking on this occasion, Sri Pratap Simha, MP, Mysore-Kodagu said, “Being part of this special occasion, honouring the talented artisans shaping our artistic landscape, is indeed an honour. These individuals are the custodians of our cultural identity. Supporting them, especially hailing from Mysuru, is both a privilege and a responsibility. It’s gratifying to contribute to the preservation of our cultural heritage by recognizing and uplifting the dedicated artisans who play a crucial role in shaping our cultural narrative.”

Known as Akhand Jyothi, with a unique fragrance called PARAMPARA crafted by the esteemed Mr. Ranga Rao and family, the agarbathi adds a touch of tradition and nostalgia, making it the most cherished fragrance. This endeavour symbolizes Cycle Pure Agarbathi’s commitment to preserving and showcasing the essence of cultural legacy.