Agarbatti-maker widens its horizon

From its traditional business of agarbattis, N Ranga Rao & Sons is trying to gain a foothold in related businesses like perfumes and personal care items.

Leveraging its experience of six decades, it has spread its activities from incense sticks to perfumes to electronics and education. It has now emerged as a Rs 160-crore N R Group. Today, it has a range of some 150 brands in its stable.

While its Cycle agarbattis have a foothold in over 40 countries, it is building up a market in India and abroad, including France with its products like 'Iris', a diffuser.

It exports its products to the US and to Peru in South America and Europe.

At the first anniversary of the company's retail outlet, Fragrance World, in Mysore on Tuesday, N R Group's CEO and managing director Arjun Ranga said, "It is the only store of its kind that has all the fragrance products under one roof."

Though presently more outlets are not on the agenda, company chairman R Guru said, as a spin-off from the outlet, N R Group would receive franchisee options. "Though we did not anticipate this, we are seriously considering the options," he added.

In the Rs 300-crore agarbatti market, the N R Group has cornered an 8 per cent share and has emerged as the largest selling brand, said managing partner Shruthi. "The Mysore outlet has received a tremendous response by building direct interaction with customers," she said.

The select incenses under the Cycle brand comprises DNA deodorants and perfumes, Iris wellness and aircare products, which comprises reed diffuser, fragrant vaporisers, aromatic candles and Pot-Pourri.