The remarkable journey of Cycle to become the world’s favourite prayer brand

75 years ago, just after India’s independence, N Ranga Rao embarked on a remarkable journey, driven by a vision to become an integral part of the nation’s prayers. During that time, the concept of branding was nascent, and numerous players were emerging in the industry. In order to shine brightly amidst the competition, he sought to establish his identity with creativity.

“In the early days, my grandfather, who once sold agarbathi (incense sticks) barefoot, experienced a moment of revelation when he acquired his first cycle. He realised that a cycle and a prayer can take you anywhere,” reminisces Arjun Ranga, Managing Director, Cycle Pure Agarbathi.

Sharing the story behind the choice of the name “Cycle” for Cycle Pure Agarbathi, Arjun Ranga said, “He understood that every prayer provides hope. And the cycle was the perfect symbol for universal hope. Everything in life is a cycle. On a mundane level, there’s the water cycle, the nitrogen cycle, etc. On a supra mundane level, there’s the samsaric life cycle of birth and death. Also, the word ‘Cycle’ is pronounced the same in all languages. The cycle was the perfect metaphor for an agarbathi that serves as a prayer partner in our spiritual journey. As time goes by, the brilliance of the brand name Cycle is growing in relevance. That was his vision and foresight.”

Explaining how the concept of a cycle relates to the emotions and aspirations associated with prayer and faith, Arjun shared, “Quite like a cycle takes us to our destination, a prayer is a vehicle that propels us along in our spiritual journey. Like a prayer, the cycle is powered by our own will and intentions. He is the symbol of the Cycle, we honour the diversity of cultures and traditions, while embracing the universal principles that bind us together on our individual and collective journeys. With every turn, the cycle propels us forward. Likewise, with every utterance, a prayer uplifts us.”

Adding further on how the name ‘Cycle’ contributed to the brand’s identity and recognition over the years, he noted, “Prior to its transformation into a renowned brand, it was known as ‘Ranga Agarbathi’. However, when Cycle emerged with a visionary mission to elevate it into a brand, the unfolding of events unfolded precisely as anticipated. Amidst the ever-changing landscape of our lives, two constants have endured – the bicycle, which serves as a child’s first taste of freedom to go anywhere, and the act of prayer, that gives us hope to achieve anything.

Cycle, which initially set forth on its journey in Mysuru, Karnataka, has since become a part of countless prayers in over 75 countries. Yet, amidst this diversity, the brand identity of Cycle appeals in its simplicity and unity.

He further added, “We find that people of all strata of society refer to us, rather fondly, as “Cycle brand”. It’s humbling and yet so satisfying to know that we have touched people’s lives in a meaningful manner. It is indeed a blessing to be a part of people’s prayers and spiritual journeys.”

About the ways in which the brand believes the simplicity and affordability of a cycle align with the values of Cycle Pure Agarbathi, he highlights, “The cycle is for everyone. It is easily accessible, affordable and enjoyable, by one and all, irrespective of caste, culture, religion or economic status. The Cycle brand is a universal symbol of hope. Quite like the cycle can be found in every household, Cycle Agarbathi is a household name today, in over 75 countries. You could say that Cycle is the world’s favourite prayer brand. Cycle strives to empower individuals to connect with the divine with products that are affordable, ethical, responsible and sustainable.”

When asked if there have been any challenges or misconceptions associated with having a name like ‘Cycle’ for an agarbathi brand, Arjun explained, “A brand name is what you make of it. You can look at many examples of the world’s most well known brands. There is seldom a correlation between the name and the products they sell. The Amazon is a forest. Apple is a fruit. Nike is a Greek goddess. Yet, for consumers they mean something else entirely. That is the power of branding. We have enjoyed our journey with Cycle. The world over, people associate the Cycle brand with prayer products. We are most grateful for this recognition.”

Elaborating on the symbolism of the “never-ending numbers” on the wheels of a cycle and its connection to hope and faith in prayers, he noted, “The cycle wheels are quite like prayer wheels. They are meant to be turned continuously until the destination, worldly and heavenly, is reached. The operating principle and symbolism remains the same. Every turn of the cycle pedal and every prayer is propelled by hope and inner strength, which manifests itself externally in our lives. Through our dedication and passion, we have propelled the wheels of Cycle to spin countless times, reaching homes and crossing borders to become an integral part of prayers spanning across diverse countries and cultures. It is sobering to be able to provide hope to so many people across the world.”