A Legacy in Every Scent: N. Ranga Rao & Sons Becomes a Trendsetter in Fragrance and Incense Industry

Post-Independence, N. Ranga Rao & Sons emerged as a visionary force in India’s fragrance industry,  bringing organised branding to a sector that was largely unorganised at the time. With a legacy spanning 78 years, and a 5,000 distributors network, reaching 10,000,000 retail outlets directly and 16,000,000 indirectly,  N. Ranga Rao & Sons’ has created a benchmark in the  fragrance landscape with its three generations of perfumery knowledge, in-house perfumery lab and a center for excellence in Mysore.  The brand is not only known for its Cycle Aggarbatti (incense stick)  but has successfully diversified into modern fragrance and lifestyle products, not merely by adapting to global trends, but anticipating consumer needs and becoming a trendsetter in the evolving fragrance landscape.

Company’s Background and Legacy

N. Ranga Rao & Sons was established in 1948 by Sri Nath Ranga Rao. It was one of the first startups post-Indian independence that dealt in fragrances, and incense sticks.

‘‘My grandfather observed that the fragrance sector was fragmented and localized. He wanted to do something different from what was already existing in the incense industry.So, he brought some semblance to the sector by bringing a packaged brand, and that’s how Cycle brand came into existence in 1950.’’ says Arjun Ranga, MD, N. Ranga Rao & Sons Pvt. Ltd.

He also set up his own perfumery lab to create in-house fragrances. Arjun recalls that the second generation entrepreneurs, his father and his uncles joined the family business in 1955. They built on the foundation created by his grandfather and expanded the business by creating a robust FMCG-type distribution network in 1980, which was unheard of in this industry at that time. They appointed company sales representatives, servicing distributors, who then took the product to retailers and different outlets.

‘‘We have three generations of perfumery knowledge. All our fragrances are created in-house and we take utmost care while selecting the ingredients for our products, says Arjun. ‘‘The distribution network, which was started in 1990, is now among the ‘top 20’ in the country. We have close to 2,000 company sales representatives, about 5,000 distributors and have reached close to 10,000,000 retail outlets directly and 16,000,000 outlets indirectly, showcasing our extensive reach in the sector.’’

Company’s Product Portfolio

Till about 2005, NRRS were predominantly an incense stick company. The brand later saw an opportunity to expand into fragrances as well as it had a solid exposure to fragrance creations for home use.

‘‘We started a brand called Iris, which is a lifestyle home fragrance product where we create scented candles, potpourri, re-diffusers, atomizers, air sprays, air fresheners, car fresheners, etc. We also created a functional haircare brand called LIA Organics,’’ says Arjun.

The company diversified into lifestyle home fragrances as well as functional haircare. NRRS also introduced the brand Stoppo as a part of its diversification, which features a line of home care and hygiene protection products, including mosquito/insect repellents and related items and Puja samagiri. The brand today has close to 40 different puja samagiri supplied across the country.

Retail Footprint

Although a large chunk of company sales relies on general trade, the company also has its retail footprint in the country. The company has 6 IRIS Boutiques and 4 Cycle Aggarbatti stores in India. The company plans to reach 10-15 stores in the next one year. The IRIS Boutique is available in Delhi and Gurugram while the Cycle Aggarbatti stores have a footprint in Mumbai, Pune, Mysore and Bangalore.

How the Company Sets Benchmark in Innovation and Meets Global Trends

‘‘The company also participates in international fairs and exhibitions to understand global trends of parallel industries. But at the same time, we have an in-house application and fragrance creation lab that produces products, ahead of the industry. So we typically create the trend, and not follow them,’’ says Arjun. ‘‘As a market leader, it's our responsibility to create new fragrances and product experiences. We have a center for excellence for product development and creativity in Mysore where we keep innovating new products.’’

Sustainable and Eco-friendly Production

Discussing the company’s quality and eco-friendly production, Arjun says, ‘‘There was a time when eco-friendly was just a marketing gimmick. But for us, it's almost been seven years now that we became carbon neutral as a manufacturer. We completely offset our entire carbon footprint and are also plastic neutral,’’ says Arjun.

The company follows global norms and guidelines for fragrance creation. NRRS also follows OSHA's occupational health and safety norms for its employees.

‘‘We are a very sustainable and ethical company. We believe people pray for a better future and the future is intact if we take care of nature and Mother Earth and hence everything we produce, we do take care of sustainability at the core,’’ says Arjun.

Social Responsibility

In 1988, Ranga Rao Memorial School for Differently Abled (RMSD) was set up by NRRS to educate visually challenged girls from underprivileged families. Apart from regular school curriculum, the girls are given mobility training, taught life-skills, music, dance and basic cooking, giving them confidence to be responsible for themselves. The company also promotes Project Prerepana that provides schooling for children who have dropped out of school, due to learning disabilities or financial difficulties. These Learning Centres / KalikaKendras conduct training camps, trekking trips and other extra-curricular activities to motivate and encourage children to participate.

Employees Contribution

Further talking about the employees who are the integral part of the family business and power house of the company, Arjun says, ‘‘Our organization is built by each and every employee that is an integral part of the company and the reason for the company's growth. So I think it's always not just the management, but also employees, people and the society that matters.’’

Lifestyle Product Market in India

Arjun shares that the lifestyle products, typically fragrance products, have to not just smell good, but also look good. This is purely an experiential sector and has to undergo trials before a purchase is made. The displaying of the product also plays a critical role.

‘‘We constantly do a lot of research on parallel industries to understand fragrance trends and create similar products with current trends in mind so that consumers get the exposure of modern perfumery,‘’ says Arjun.

Innovation is the Key

Further discussing the role of innovation in the fragrance industry Arjun says, ‘‘We need to constantly innovate and create new fragrances. The discovery occasions have also changed now. Consumers spend a lot of time online driven by influencer marketing as well as social discoveries that have become an important aspect of experience for consumers.

Road Ahead

Further discussing the company, Arjun shares that the company has recently acquired a company called Satvik, which is India's biggest lifestyle, and puja accessories company, as NRRS wants to expand its portfolio in modern trade and general trade.

‘‘Apart from the acquisition, the company is penetrating into more regional, and localized products, as with every 100 kilometer, the needs and requirements change culturally. We want to be able to address every requirement,’’ signs off Arjun.