The Rise of Cycle Pure Agarbathies: How to Sell Anything in India

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The Rise of Cycle Pure Agarbathies: How to Sell Anything in India


In 1948, a man named Narayan Ranga Rao from a small town in India set out to build a business empire. Despite the difficult market conditions in post-independence India, Ranga Rao saw an opportunity to make a name for himself in the agarbathies industry. Agarbathies, also known as incense sticks, hold a special significance in Indian culture, particularly in religious practices. It was this appreciation for the fragrances that inspired Ranga Rao to pursue this business venture.

How to Sell Anything in India

Creating a Unique Fragrance:

One of the biggest challenges Ranga Rao faced was creating a unique and high-quality fragrance for his agarbatis. Ranga Rao realized that in order to stand out in the market, he needed to create a signature scent that would differentiate his product from the competition. To achieve this, Ranga Rao spent a significant amount of time researching perfumery and experimenting with different ingredients. He imported books on perfumery from Germany and spent months studying them to understand the science behind creating the perfect aroma. He learned how to blend different ingredients, such as the essence of early morning dew, rose, and musk, to create a unique fragrance. This dedication to creating a premium product was the first step in building a successful business.

How to Sell Anything in India

Marketing Strategies:

The second challenge Ranga Rao faced was marketing his product. With no big budget or name in the market, he needed to find a way to break into the market and get his product onto retail shelves. Ranga Rao employed a clever marketing strategy by lighting his incense sticks outside of stores during peak hours and leaving. As customers walked by, they were captivated by the fragrance and asked the shopkeeper if they sold the incense sticks. The shopkeepers, however, did not have any of Ranga Rao’s agarbatis and were forced to deny their customers.

This strategy was so effective that the shopkeepers began to approach Ranga Rao, asking him to sell them his agarbatis. But Ranga Rao refused and told them that they could not offer his product. This created such a high demand for his product that the shopkeepers were forced to purchase his agarbatis, even at a higher price than the competition.

How to Sell Anything in India

Building a Business Empire:

Through this strategy, Ranga Rao was able to sell his agarbatis at three times the cost of conventional agarbatis, and this is how he managed to build a 1500-crore business empire. Today, Cycle Pure Agarbati is a household name, and Ranga Rao’s business serves as an inspiration for future generations of Indian entrepreneurs


The key lessons to be learned from Ranga Rao’s success are to identify a market need, build a strong brand, and to use innovative strategies to differentiate your product from the competition. Ranga Rao’s perseverance and dedication to creating a high-quality product, coupled with his clever marketing tactics, allowed him to build a successful business even in the face of adversity.

In conclusion, the story of Narayan Ranga Rao and the rise of Cycle Pure Agarbati is a true testament to the power of perseverance and innovation. It serves as an inspiration to entrepreneurs everywhere, reminding us that even in the face of difficult market conditions, it is possible to build a successful business if we are willing to put in the hard work and take calculated risks.

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