Arjun Ranga, MD, Cycle Pure Agarbathi explains

Arjun Ranga, MD, Cycle Pure Agarbathi explains



Arjun Ranga, MD, Cycle Pure Agarbathi


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Arjun Ranga, MD, Cycle Pure Agarbathi

The Covid-19 pandemic has hit all the things in the earth. From journey to industries to even agarbathis have not been spared. Like most other businesses, it also moved in the direction of work from house mode. It was a obstacle for the frontline income staff to access countless numbers of distributors and lakhs of retail shops spread across the state. Agarbathi organization is generally dependent on rural females to make and bundle and as the again-finish supply chain was hit because of to safety explanations, the distribution turned even additional hard. In an unique discussion with Economic Express On-line Arjun Ranga, Managing Director, Cycle Pure Agarbathi talked about the effect of Covid-19 on their small business, buyer preferences and much more. Excerpts:

How has the second wave of the world pandemic impacted Cycle Pure Agarbathi? What has been its influence on the agarbathi market?

The pandemic has been difficult for our total country. At Cycle Pure Agarbathi, we continued our WFH when the next wave strike, having said that, our frontline income workforce, comprising 1800 salesmen serving 5000 distributors throughout India, faced the major problem of acquiring to reach virtually 7 lakh retail outlets. Nonetheless, we adhered to rigorous social distancing and basic safety protocols, which specifically aided to handle our frontline teams superior. We are a labor-intense field that is dependent on rural women of all ages to make and package deal Agarbathi and had to shut down the back-finish offer chain, prioritizing personnel security previously mentioned all when the second wave strike rural places as properly.

Cycle Pure Agarbathi had a agency company continuity plan in location at the outset of the pandemic, which ensured a clean changeover to a total lockdown and the unlock in phases. Inspite of no profits throughout the lockdown, our workforce done really very well, and write-up unlocks, we centered on the offer chain and resuming production whilst subsequent all security and cleanliness guidelines. We quickly released decentralised choice-building and empowerment of the previous mile to continue on small business in the next wave. Even so, our profits are once again at a standstill in this next wave as our goods belong to the non-crucial classification.

What initiatives have you taken to stay pertinent in the industry and amongst shoppers throughout these complicated times?

We aggressively promoted our on the web and electronic advertising and marketing initiatives, therefore resulting in a unexpected surge in gross sales on Cycle.in, our e-commerce platform. Excellent and hygiene have constantly been our leading precedence and we have become additional attentive to them in the wake of COVID-19. We comply with demanding safety protocols and social distancing norms appropriate from production to supply and assure sanitisation all over the source and distribution chain. Being a Zero Carbon producer, sustainability is our mantra and we are glad to see buyers also evolving in direction of purpose-led brand names like Cycle.

What has been the 2nd wave’s impact on consumers’ purchasing actions and order pattern?

The order behavior of people is that of bulk shopping for and price for cash and minimal keep visits in the course of the lockdown. They are sticking to trusted brands and not experimenting. With the transform in the obtain pattern, the “new usual” will see a increase in people availing contactless supply, doorstep shipping and delivery and the vendors will be empowered with MPOS (Mobile Issue of Sales devices).

How has this pandemic adjusted the FMCG sector? What are the new traits in the marketplace on the retail entrance?

The pandemic has reworked the way we glance at our items and individuals, the latter owning grow to be a lot more model-faithful and demanding merchandise availability at any price tag, which has, in turn, rendered the supply chain far more important than at any time for FMCG firms. Lots of a time, FMCG firms are compromising on the launch of new items to make present products readily available.



Arjun Ranga wearing a suit and tie smiling at the camera: Agarbathi, agarbatti, cycle pure, fragrance, perfumes, Arjun Ranga, pandemic, covid-19


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Agarbathi, agarbatti, cycle pure, fragrance, perfumes, Arjun Ranga, pandemic, covid-19

There are some new tendencies this sort of as touch-a lot less retailing and in-retail store audio interaction in the brick-and-mortar sector. With buyers preferring to shop regionally, manufacturers are harnessing electronic platforms to continue being relevant and related to them. Manufacturers are consistently operating to keep on prime of their minds as buyers throughout the world are on the lookout at items and models via a new lens. Impulse purchases are observing a dip as obtaining conclusions are pre-prepared, main to a adjust in in-store customer engagement. Technological know-how will be a critical influencer in their invest in choices. The impulse buys at the level-of-obtain/profits will occur down and in-retailer promotions have started to see a shift thanks to social distancing norms. Deployment of in-store promoters will lower and give way to LED panels and videos and in-retail outlet displays will be audio and visual alternatively than only visual.

What has been the impact of the ongoing pandemic on the company’s operations?  Have these new restrictions and lockdown pointers disrupted Cycle Pure’s provide chain?

Our operations ended up completely stalled for practically six months of the pandemic, as we are seriously dependent on the rural women workforce for the first phase of our agarbathi generating method. The struggle extended to the supply chain of uncooked components and concluded items up to the current market shelf. We confronted complications in obtaining materials from the Forestier, supplying them to the residence-workers, and accumulating the packaged agarbathi. Becoming a labor-intense industry, we experienced problems with tertiary and migrant labor and truck drivers who had migrated to their residence cities. The tertiary-labor who are dependent on every day wage money are unemployed correct now. It would be an arduous task to protect against their migration to other industries and deliver them back to our force.

Agarbathi becoming a area of interest product in the non-necessary class, we did not see sizeable revenue in the lockdown. We decentralized the decision-earning electrical power and gave a no cost hand to our profits group, traders, and distributors throughout the place, who, in switch, labored on a seamless market prepare even though complying with the constraints and guidelines in position. Even though taking into consideration the security of our on-floor staff, we have saved our inventory completely ready to reach the shelves as and when the motion of logistics is permitted.

What are the methods that the organisation has taken for combatting the consequences of the ongoing pandemic?

We have prioritised the well being and wellness of our 5000-moreover workers and their people in the next wave and rolled out a COVID Kavach insurance policy address and more allowances, apart from organising vaccination drives with initial precedence to our seniors above 45 yrs and shop ground staff. COVID good employees are entitled to paid out go away and other aid options.

We have donated 12 lakh rupees really worth of medications and 70 cots and beds value 10 lakh rupees to the COVID Trauma Treatment Centre and are providing breakfast and lunch to all frontline volunteers of the COVID War Home in Mysuru. We also distributed sanitisers and confront shields to healthcare workers, law enforcement, and citizens across Mysuru. We are supporting District Hospitals designated for COVID remedy with needed amenities and oxygen concentrators. We will set up an oxygen technology plant at a Mysuru healthcare facility upcoming thirty day period.

Cycle has tied up with CII Mysuru to facilitate health care equipment and medicine to hospitals. We have actively contributed to volunteer groups in Mysuru and Bengaluru to supply foods to migrant labourers, police on obligation, and the poor. We ended up also equipped to supply and protected ventilators for the Mysuru governing administration by the intercontinental relations founded by our enterprise Rangsons Systems.

Notify us about your product assortment. How have you ensured innovation in the household-worship segment?

We have an considerable products line ranging from agarbathi, Cup Sambrani, masala bathi, cones, dhoop, puja accessories, and puja packs for exclusive occasions. IRIS Home Fragrances, our luxury dwelling fragrance line, offers exotic fragrances and home decor solutions. We have also forayed into a useful air-treatment variety with our manufacturers “Lia” and “Cease-O”.

Innovation has been critical to us we occur up with new concepts from time to time. The income from our puja items have seen regular advancement owing to their excellent good quality specifications. Cycle Pure is the only manufacturer in the region with a Cosmetics & Prescription drugs certification and license for our Om Shanti Gold Course Kumkum.

We also have eco-welcoming puja packs crafted for precise instances these types of as Durga Puja, Lakshmi Puja, Ganesh Chaturthi, Maha Shivratri, Anniversary, and Birthday Puja Packs.

Our items are perfectly acquired in the current market throughout the section. We have modified our products line to ensure that the custom is stored alive in contemporary instances and we ensured the puja practical experience is unhindered through the lockdown with our excellent goods in the residence-worship group. We released an array of household worship products beneath the Om Shanthi classification built with pure substances. The brand also released goods in the own hygiene and bath place.

What are your most popular products and solutions? During this pandemic is there any distinct solution that clients are buying?

As Cycle specialises in the fragrance class, three-in-one Agarbathi from Cycle Pure is the most popular one, considering that it delivers the three popular fragrances of Serene (Lily), Yugantar (Extravagant), and Jagrane (Intimate) with each other in one pack. We have witnessed increased demand from customers for the traditional Masala bathi, Cup Sambrani, and Puja oils from the Om Shanti Vary in the existing lockdown state of affairs, apart from high need for the Sampoorna Puja kit selection which comes with precise puja Vidhi and all critical puja products for a holistic puja knowledge.

Gross sales for Lia’s room fresheners and useful air treatment merchandise have gone up at any time because WFH turned the norm.

In addition, we also introduced “PurePrayer”, a absolutely free cellular app that is readily available for devotees across India to participate in poojas and aartis and book their sevas together with other temple rituals from the convenience of their residences, adhering to social-distancing guidelines.

What are the most most well-liked fragrances when it will come to agarbathi?

Classic fragrances like Jasmine, Chandan, Rose, Champa, and Loban are broadly favored in our state. With the market gaining access to new resources and ingredients in the final 20 many years, it has viewed wonderful innovation in fragrances. From fruity and spice scents to aqua fragrances, the field players have been encouraged by the perfume and food stuff industries and have produced fragrances like apple, cinnamon, lemongrass, etcetera. New fragrances like French lavender, Amber Rose, Ylang Ylang, Lemongrass, Mandarin, and so forth. are preferred amid the young ton.