Cycle Pure unveils 111-feet Agarbathi to honour local craftsmanship

~ India’s favourite prayer brand illuminated the skies across Mysuru, Goa and Maharashtra as part of its commitment to perpetuating our cultural heritage~

Chennai, 23nd 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 specialist team.
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.”

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