Influencer marketing cannot be ignored: Arjun Ranga, Pure Agarbathi Cycle

In today's world, influencer marketing and social media cannot be overlooked when it comes to brand promotion, according to Arjun Ranga, Managing Partner of N Ranga Rao & Sons Pvt Ltd, the manufacturers of Cycle Pure Agarbathi, which is celebrating 75 years in business. 

Ranga stated that Cycle Pure Agarbathi, one of India's oldest incense stick brands, will soon launch a limited edition version to honor its platinum jubilee, but that it was too early to disclose anything.

"In October, we will release limited edition agarbattis." To mark the 75th anniversary, we are producing limited edition goods. It is too early to make an announcement," said Ranga, who is also the CEO of Cycle Pure Agarbathi.

In terms of marketing approach, Ranga stated that, while the brand's target audience consumes television the most, influencer marketing and social media should not be disregarded.

"Even today, our TG watches a lot of television, and it's usually the GECs." Social media and influencer marketing, on the other hand, cannot be overlooked.

"We have begun a thorough examination of the influencer marketing space." It remains to be seen which path it will pursue in the future. It (influencer marketing) is used primarily for cosmetics and personal care products, rather than prayer and spirituality." 

Cycle Pure Agarbathi was founded in 1948 by N. Ranga Rao & Sons (NRRS). According to the corporation, it is the market leader with a 15% interest in the Rs 7,000 crore agarbathi industry.

Ranga stated that Cycle Agarbathis was one of the first to use barrier features in inner pouches to lock the scents of incense sticks when discussing packaging advancements and design.

"When my grandfather started in business in 1948, metal boxes were primarily used in packaging." We were among the first companies to abandon metal packaging in favor of duplex board packaging.

"We were the first to use barrier properties in our inner pouches to ensure the fragrance of incense sticks remained locked and sealed," he claimed.

He emphasized how the company has taken a sustainable approach by using 100% recyclable polymer material.

"We are constantly innovating and upgrading our packaging to make it more sustainable and environmentally friendly." We were the first company to abandon plastic lamination. We purchased water-based lamination to ensure that the packing material is recyclable.

"Packaging has two components. The first is graphic art, and the second is the package materials. We were among the first to have an in-house design staff. My father went to the local design school in 1970, discovered fresh potential, and assigned them internship tasks. "He established an in-house talent pool that began to create graphic art for packaging," he explained.

In terms of new products in the works, he stated that as a consumer product firm, the brand is continuously launching new things.

"We are constantly introducing new products." Naivedya Cup Sambrani (fragranced dhoop cups) is currently one of our best-selling products. Sambrani is encased in this cup. It is both modern and traditional.

"We have a product called Stop-O that is a bathroom freshener and a car freshener for home fragrance." We are always introducing new items throughout the board. We have also introduced a full range of camphor products named 'Karpure'. As a consumer goods company, we launch products on a daily basis. "We are constantly learning about consumer behavior," Ranga added.

When asked about the impact of brand packaging in consumer purchasing decisions, Ranga stated that no matter how skillfully a brand is advertised, a consumer will eventually contemplate purchasing the goods after looking at the packaging.

"Consumers examine the packaging before deciding whether or not to purchase a product." No matter how much you advertised the brand, the consumer only considers the product when they look at the package.

"Regardless of what you do for awareness, if you want your brand to be considered, your packaging should address all of your consumers' concerns," he says.