‘Cycle’ brand testing spiritual product market with D2C initiatives

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CHENNAI: N Ranga Rao group, which owns Cycle Agarbatti, is betting big on building digital distribution channels to test the spiritual products and consumables market, to spur the next stage of growth.
The 75-year-old fast-moving consumer goods (FMCG) company is experimenting with direct sales with half a dozen websites dedicated for different product lines and establishing partnerships with existing digital commerce players.
Speaking to reporters in Chennai on Tuesday, Arjun M Ranga, managing director of the Mysore-based N Ranga Rao group, said they’re building presence in modern retail outlets like Reliance Smart, e-commerce platforms like Flipkart, Amazon and quick commerce players like Blinkit and Zepto.
He said the purchases from online channels are miniscule but growing rapidly. “I have to be there, register my presence even if I’m losing money,” he said.
He said they had taken up a strategy to directly sell to customers in the initial stage of rolling out a product and then expanding it to the mass market.
“(Introducing) digital first and seeing consumer insights and then taking it offline. It’s working out better. Learning is far more in digital. You get to interact with customers more than offline mode and then move to the mass market quickly,” he said.
Cycle brand holds 16%- 17% share in the incense stick market, according to Nielsen. The group is also diversifying into wider spiritual products and services for all pooja room needs.

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