Back in 1948, India had just gotten freedom. Money was tight, jobs were scarce, and starting a business? That was a huge risk. But Narayana Ganga Rao, a man who had tried many jobs and small businesses, saw an opportunity where others saw only struggle.
He knew one thing for sure—Indians might skip a meal, but they would never stop praying. In a country where every home had a temple, agarbatti (incense sticks) weren’t just a product; they were a daily need. So, with this simple idea, Cycle Agarbatti was born—no ads, no fancy packaging, no big marketing spends. Just pure smart thinking.
1. Forget Fancy Packaging—Focus on the Smell
Other agarbatti companies spent money on making their boxes look attractive. But Rao thought differently—why waste money on packaging when the real magic is in the fragrance?
At that time, not many people knew about perfumes or scents. So, Rao did something unusual—he bought expensive perfume books from Germany for ₹600 (a big amount back then!). He studied, experimented, and created unique fragrances that no other agarbatti had.
2. The Free Sample Trick That Made People Beg for More
His agarbattis were three times costlier than others. How would he convince people to pay more?
Rao had a genius idea—he would go to shops during busy hours, light his agarbatti there, and let the smell fill the air. Customers walking in would immediately ask, “What’s that amazing smell? Where can I buy it?”
The next day, Rao would give the shopkeeper two free sticks to take home. When their families smelled it, they loved it—and soon, everyone wanted it. No ads, no promotions—just the power of a great product spreading by word of mouth.
3. Never Spent on Ads—Let the Product Speak for Itself
Rao never wasted money on advertising. No billboards, no radio ads, no celebrity endorsements. His belief was simple—if the product is good, customers will come back.
And he was right. Decades later, Cycle Agarbatti is worth ₹1700 crores, proving that you don’t need flashy marketing to build a giant business—just a product people truly love.