How to Sell Anything in India? Cycle Pure Agarbatti Detailed Business Case Study

Summary

The video recounts the inspiring journey of Narayan Ranga Rao, the founder of Cycle Pure Agarbatti. It delves into how he built a 1,500 crore business empire by selling incense sticks globally, starting in post-independence India. Despite adverse market conditions, Ranga Rao innovated by improving product quality and using unique marketing strategies. His dedication, empathy, and persistence were key factors behind his success. The video highlights important business lessons, emphasizing cultural sentiment, product excellence, and the power of empathy in creating a lasting brand.

Takeaways

• 🌍 India's independence brought tragedy with 17 million people displaced, creating tough conditions for business.
• 👨‍💼 Narayan Ranga Rao, despite humble beginnings, founded Cycle Pure Agarbatti, a brand that now sells incense sticks in 75 countries.
• 💡 Ranga Rao identified a market gap: poor quality incense sticks that didn't burn properly and lacked strong fragrance, leading him to innovate with better products.
• 🔬 Rao invested in books on perfumery from Germany, mastering the art of creating high-quality fragrances using synthetic substitutes.
• 🧠 His unique marketing strategy involved lighting incense outside stores, creating demand among customers who in turn pressured shopkeepers to stock Cycle products.
• 💼 Rao’s son, Murthy, improved product variety by introducing '3-in-1' incense packs, addressing customer preferences and boosting sales.
• 🚀 Cycle Pure grew into a 1,500 crore business by mastering the art of fragrances, building customer trust, and consistently innovating its product line.
• 🛡 The brand's success came from understanding customer sentiment, especially the cultural importance of agarbatti in Indian households.
• 🏆 Cycle has expanded into global markets, benefiting from its unique fragrances and brand heritage, while building barriers to entry for competitors.
• 💖 The company prides itself on social responsibility, including empowering women, offering parental leave, and maintaining carbon neutrality.

Q & A

What was the significant event that occurred in India at the stroke of the midnight hour?

India gained its independence.

What challenges did India face immediately after gaining independence?

India faced the aftermath of partition and the India-Pakistan war, with around 17 million people displaced.

Who is the central figure in the story of the business empire discussed in the script?

The central figure is the late Mr. Narayan Ranga Rao.

What was the humble beginning of Mr. Narayan Ranga Rao's business?

Mr. Ranga Rao started his business by selling sweets and trying multiple jobs and businesses before finding his calling with agarbati.

What was the unique selling proposition of Cycle Pure Agarbati that set it apart from the competition?

Cycle Pure Agarbati focused on superior fragrance quality rather than just the quantity of incense sticks, offering a better burning experience and a variety of unique fragrances.

How did Mr. Ranga Rao overcome the lack of information on perfumery during the early days of his business?

Mr. Ranga Rao spent 600 rupees to import three volumes of perfumery books from Germany, which helped him understand and create superior fragrances.

What was the innovative marketing strategy used by Mr. Ranga Rao to introduce Cycle Pure Agarbati to the market?

He lit his incense sticks outside stores during peak hours, creating interest and demand among customers, which then pressured store owners to stock his product.

How did the second generation of the Ranga Rao family contribute to the growth of the business?

Murthy, the son of Ranga Rao, went to France to study the art of perfumery and introduced new products like the 'three-in-one' Cycle Pure Agarbati to cater to changing customer preferences.

What is the 'three-in-one' Cycle Pure Agarbati and why was it successful?

The 'three-in-one' Cycle Pure Agarbati contains three different fragrances in a single pack, offering variety and convenience to customers, which increased sales and customer loyalty.

How has the Cycle brand maintained its competitive edge over the years?

The brand has maintained its competitive edge by continuously innovating with new fragrances, having a vast catalog of ingredients, and focusing on customer empathy and market understanding.

What are some of the social initiatives taken by the Cycle brand?

The Cycle brand has supported women empowerment, provided paternity leaves, covered employees under insurance, and became the first carbon-neutral company in their industry.

Outlines

00:00

🌙 The Dawn of Freedom and the Rise of an Empire

India's journey to freedom came at a heavy cost, with millions displaced during partition. Amidst this chaos, a man named SRI Ranga Rao, a humble individual from a small town, pursued his dream. This story unfolds how Rao transformed his small venture into an incense empire that united the nation through prayer, especially during post-independence challenges.

05:00

📈 The Birth of a Business Vision

Ranga Rao, despite the severe economic conditions post-independence, managed to launch a premium agarbathi brand. His deep understanding of cultural traditions and his passion for fragrances gave him a competitive edge. The older generations, though living in poverty, never compromised on offerings to deities, making agarbathis an instrument of hope rather than just a fragrance product.

10:01

🚀 Seizing Market Opportunities with Fragrance Innovation

Ranga Rao identified three major gaps in the agarbathi market: poor product quality, weak fragrance, and lack of innovation. He and his wife pawned jewelry to fund his dream of creating the best incense sticks Mysore had ever seen. His love for fragrances and experimentation led to mastering the art of perfumery through trial and error. This foundation set the tone for Cycle Pure's dominance in the incense industry.

15:01

💡 A Genius Marketing Strategy

Ranga Rao's marketing genius was evident when he used a simple yet highly effective strategy to get retailers to accept his premium-priced product. By lighting his incense sticks outside stores, he created demand from customers, forcing shopkeepers to carry his product. This tactic allowed him to command premium pricing for his agarbathis, a rare feat in the incense market.

🛠 Building Customer Empathy and Market Understanding

Murthy, Ranga Rao's son, adopted a hands-on approach by spending hours in stores, observing customer behavior. He realized that customers craved variety in fragrances, which led to the introduction of the 'three-in-one' agarbathi pack. This product innovation not only solved the issue of irregular sales but also became a massive hit in the market, with customers appreciating the diverse fragrance options.

🏆 Unmatched Product Innovation and Market Leadership

Cycle Pure's competitive advantage lies in its vast catalog of 300 fragrance ingredients, making it nearly impossible for competitors to mimic their products. The company’s innovation, like the introduction of four fragrances in a single product, kept them ahead of the competition. Their understanding of customer preferences and continuous product diversification enabled them to expand to over 70 countries globally.

👨‍👩‍👧‍👦 A Legacy of Innovation Passed Down Generations

Ranga Rao’s family continued his legacy, with each generation contributing to the growth of the business. The third generation, led by Arjun Ranga, carried forward the legacy by creating original fragrances and marketing strategies, expanding the company to new heights. Their customer-centric approach and constant innovation ensured the brand’s dominance in the global agarbathi market.

🤝 A Business that Gives Back to Society

Cycle Pure has not only focused on business growth but has also prioritized social responsibility. Over the past 75 years, the company has supported thousands of women through employment, implemented inclusive policies like paternity leave, and has been certified as a carbon-neutral company. Their commitment to making a positive impact on society reflects their mission to be a 'good company' first.

📚 Business Lessons from Cycle Pure Agarbathi’s Success

The rise of Cycle Pure teaches valuable business lessons: cultural relevance can add immense value to a product, extraordinary products serve as their own marketing tools, and empathy and persistence are key attributes for success. By understanding customers and identifying market gaps, Ranga Rao built a 1500-crore empire that stands as a beacon for future generations of entrepreneurs.

Keywords

💡Independence

India's independence from British rule in 1947 marked the country's newfound freedom. However, this also led to significant challenges, such as poverty and the partition, as highlighted in the video. The businessman's story begins in the context of these difficult post-independence conditions, showing the resilience needed to succeed during this time.

💡Agarbatti

Agarbattis, or incense sticks, play a central role in the story. In Indian culture, especially in South India, agarbattis are more than just fragrance tools; they symbolize hope and devotion, often used in religious rituals. The main character, Ranga Rao, built a successful business empire around creating premium agarbattis.

💡Ranga Rao

Ranga Rao is the central figure of the video, a simple man from Mysore who transformed from a sweet seller into the founder of Cycle Pure Agarbatti, a leading incense stick brand. His determination and innovative strategies helped him build a successful business in challenging market conditions.

💡Cycle Pure Agarbatti

This is the incense stick brand founded by Ranga Rao. The company became a global leader in the agarbatti industry, selling products in over 70 countries. Cycle Pure's success is tied to Ranga Rao's vision of providing superior fragrances, quality, and customer satisfaction.

💡Fragrances

Fragrances are essential to the success of Cycle Pure Agarbatti. Ranga Rao invested time and resources into perfecting the art of perfumery, sourcing knowledge from Germany to decode and master scent creation. This differentiation in fragrance quality set his products apart from competitors.

💡Market Gaps

Ranga Rao identified three major market gaps in the incense industry: poor quality fragrances, incense sticks that didn't burn completely, and a lack of innovation in fragrances. By addressing these gaps, Rao was able to position Cycle Pure as a premium brand in the market.

💡Sandalwood

Sandalwood, a key ingredient in incense sticks, was abundant and affordable in Mysore during the time of Ranga Rao's business launch. The availability of this high-quality resource contributed to the unique fragrances offered by Cycle Pure Agarbatti, helping distinguish the brand from its competitors.

💡Empathy and Persistence

Empathy and persistence are highlighted as key traits in Ranga Rao's business success. He constantly engaged with customers and retailers to understand their needs and worked tirelessly to innovate and improve his products. His commitment to both product quality and customer satisfaction helped him build a lasting brand.

💡Perfumery Books

Ranga Rao imported books on perfumery from Germany, which were critical in learning how to create high-quality fragrances. At a time when such knowledge was scarce in India, these books allowed him to master the art of scent composition, making his incense sticks superior to others.

💡Marketing Strategy

Rao's innovative marketing strategy involved lighting his incense sticks outside stores to attract attention and create demand without directly pitching to retailers. This subtle but effective tactic made shopkeepers realize the value of his product, helping Cycle Pure break into the market and command a premium price.

Highlights

India gained independence amidst a tragic partition that displaced 17 million people.

Narayan Ranga Rao, a humble man from a small town, founded Cycle Pure Agarbatti in 1948 during a time of extreme market adversity.

Despite economic hardships, agarbattis were viewed as instruments of hope and prayer in Indian households, particularly in South India.

Rao identified three major gaps in the market: poor quality fragrances, incense sticks that did not burn completely, and a lack of innovation in fragrances.

Rao used a genius marketing strategy by lighting incense sticks outside stores, enticing customers to demand the product from shopkeepers.

Cycle Pure Agarbatti became successful due to its focus on superior quality and innovative fragrances.

Rao imported three volumes on perfumery from Germany, becoming one of the first to understand the science of synthetic substitutes in agarbattis.

Cycle’s three-in-one fragrance pack, introduced by Ranga Rao's son, Murthy, solved the problem of irregular sales by offering variety in a single product.

Cycle Pure Agarbatti's market strategy helped it stay ahead of competitors and became one of the best-selling agarbattis in India and internationally.

The brand's three-in-one fragrance pack sold 6 billion sticks in 2021 alone, representing 50% of the company’s sales volume.

Rao's dedication to empathizing with customers was passed on to the next generations, ensuring continuous product improvement and market leadership.

Cycle's wide catalog of 300 ingredients provides a vast variety of unique fragrances, creating a competitive advantage that is hard to replicate.

Cycle became the first incense brand to advertise on TV and associate with cricket, expanding its visibility and market reach.

The company promotes women empowerment by supporting over 25,000 women in the workforce and offers benefits such as paternity leave and insurance for employees.

Cycle Pure Agarbatti has been certified as a carbon-neutral company, showcasing its commitment to environmental sustainability alongside its business success.

Transcripts

at the stroke of the Midnight Hour when

the world sleeps India will awake the

life of Freedom most people wanted

Independence but what came after that

was tragic some 17 million people were

displaced

SRI and ranga Rao a simple man from a

small town but with a big dream sent um

[Music]

today that humble cycle has traveled to

many countries and has United India in

prayer hi everybody today's episode is a

very very special episode because today

we are going to learn about one of the

most underrated business maharajas of

India this is a story of a man who went

from being a sweet seller to building a

1500 Crow business Empire which now

sells agarbatis not just in India but to

75 countries all across the world and

the reason why this case study is very

very special is because this Legend

started his business way back in 1948

during a time when the conditions in

India were so bad that most people were

struggling to even survive because

during that time India just got

independence it was just recovering from

the horrors of both partition and the

india-pakistan war now my question to

you is during such a terrible Market

condition where more than half of the

country is in poverty what do you think

about starting a business when let alone

investors even having a three-time meal

was a big deal would you think about

risking your savings to start a business

but guess what even in these terrible

market conditions this man went on to

build a premium agarwathi brand and

eventually turned it into such a

humongous business Empire that today it

stands as an inspiration for the next

gen generations of India this

businessman that I'm talking about is

none other than the late Mr Narayan

ranga Rao and the brand that he built is

what we all know today as cycle pure

agarbati the question is how on Earth

did this man manage to build a business

Empire in the terrible market conditions

of 1950s India what were his business

strategies that enabled him to beat his

competition and build a 1500 Core

Business Empire by selling agarbatis and

most importantly what are the business

lessons that we need to learn from the

iconic rise of cycle pure aggravity

[Music]

this is a toy that dates back to 1948

Mysore by this time rauji was 36 years

old and by this time he had tried

multiple jobs and businesses he used to

buy and sell sweets used to repair

timepieces took tuitions and even

learned typing and shorten and both

these skills were very very rare skills

during that time but somehow raoji could

not find his calling in any of these

fields but this is when rauji saw a

great opportunity with agarwatis now the

question over here is out of all the

things that he tried why did he

specifically choose agarbatis

well first of all he loved fragrances in

general and the second part of this

answer lies in the importance and value

of agarbatis in our older Generations

life you know guys if you speak to your

grandparents most of them were extremely

poor back then so just to make ends meet

they would literally compromise on every

single purchase that they made they

would pour water into milk and curd to

increase the quantities they would have

only two to three sets of clothes and

have these clothes passed on to the

younger siblings just so that they can

save money for food and shelter but you

know what in spite of all these

compromises there was one thing that the

older generation never ever compromised

on and that was the offering to God in

case of South India the older generation

would never compromise on the coconut

the prasadam and the akalbatis and while

most of us might look at agarbatis as a

mere instrument of fragrance to our

older generation it was an instrument of

hope that complemented their prayers and

more specifically in South India in the

evening time it is the Sandhya Kalam

whereby people pray to Lakshmi who is

the goddess of wealth and if you

remember our grandparents often scolded

us for sleeping in the evening and even

insisted on cleaning the house just so

that the goddess of wealth can come to

our house and this is when those two

sticks of agravatis played a vital role

in their culture not as instruments of

fragrance but as instrument of Hope to

welcome the goddess of wealth

this is the reason why agarbatis were

extremely important and a very big

opportunity to start a business with the

best part was that Sandalwood which was

the main ingredient for agarbatis it was

very affordable in Mysore back then and

the maharajas patronized with the making

of agarbatis and fine fragrances and

this is when ladies and gentlemen ranga

Rao found three major gaps in the market

number one most of these agarwathi

companies were solely focused on the

quantity of the incense sticks and not

on the quality of the fragrances and

this was the reason why they gave out

agrabatis in a pack of hundred with

extremely thin and low quality sticks

secondly these sticks neither gave out a

strong essence of fragrance nor did they

burn completely and they just stopped

burning abruptly so again you had to get

a Matchstick and then light them and

lastly nobody was keen on innovating

with different and Superior Quality

fragrances in fact these companies were

so complicent that these incense sticks

were packed in tin containers so instead

of investing money into making better

fragrances they were wasting their money

on Packaging

this is the reason why rangaraji decided

to enter the market with a vision to

sell the best incense sticks mysur had

ever seen and as we often see in case of

many successful entrepreneurs his wife

pawned her jewelry to provide the seed

fund for his audacious dream this is how

ranga Rao started his quest to establish

a name for itself in the markets of

Mysore and now most of us would think

that what is the big deal with making

incense sticks and this is exactly what

I thought too but guess what as it turns

out decoding great fragrances is an art

that requires a lot of Acumen and a lot

of experimentation and it's not like

decoding Electronics so just to give you

a context back in the 1980s if you

wanted to decode an IBM PC all you have

to do was open it up check the parts by

the exact same specification of parts

and assemble them that's it that's all

you needed to do to make an IBM clown in

the 1980s and this was the reason why

many people including Michael Dell

became millionaires during that time but

when it comes to fragrances you have to

do all the decoding without even seeing

the product so just with the smell you

have to decode three types of notes in a

single fragrance so if it is Jasmine you

can't just go to the store and say give

me Jasmine flavor ingredients you have

to actually break it down into three

notes the top note the mid note and the

bass note in case of a Jasmine flavored

agrabathi you need the essence of Early

Morning Dew as your top note you need

the rose note as the mid note and then

you need a Musky Essence as the base

note and once you figure out these notes

you have to find the ingredients and the

proportion of these nodes that will give

you the perfect Aroma and this requires

a lot of permutations and combinations

now the question we heard is no one

would reveal these secrets right then

the question is how did ranga Rao learn

all this well as it turns out there is

another crazy story behind it and like

we saw this is a story that dates back

to 1948 to 1950 and during this time

books or information on the knowledge of

perfumery was not available in abundance

and most aggravathi manufacturers

counted only on Forest produce and

natural oils and they knew nothing about

aromatic substances and obviously every

manufacturer had kept this process a

secret and would not reveal it to anyone

so you know what rangaro did he spent

600 rupees and imported three volumes of

pouches books on perfumery and guess

what he imported them all the way from

Germany and you know what it took six

months for him to get these books

because back then there was no internet

and international shipment was

practically a nightmare

but you see the return on investment

from these books was nothing short of

extraordinary

these books became the reason why

rangaro became the first manufacturer in

India to realize the importance of using

synthetic substitutes in order to make

agarbatis that do not just rely on

Forest produce this is how through a lot

of permutation and combinations Raji

mastered his product and this was the

first phase of rauji's business growth

and this is where he faced the Second

Challenge which was marketing now you

know out of all the case studies that

I've done in the past the one problem

that every entrepreneur faced in the

initial stages is the problem of

breaking into the dealers so there are

always bigger plays in the market to

give out better margins because of which

these entrepreneurs struggled a lot to

get their product onto the retail

shelves of India

but surprisingly raoji did not just get

accepted in the market easily but also

sold is aggravathi at three times the

cost of conventional agarbatis and that

too right from the early days itself

while other companies sold a pack of 100

sticks for one rupee our raoji sold just

30 sticks for the same one rupee and

that too without giving extraordinary

margins to the dealers the question is

without a big fat budget without a name

in the market how is it even possible

that somebody can sell a new product at

three times the cost and how the hell

did the dealers agree to pay this Hefty

price well as it turns out drowji used a

genius marketing strategy here instead

of going to the stores to pitch his

product one by one he simply went to

each of these stores during the peak

hours lighted his incense takes right

outside the store and left that's it and

what happened next was very very

interesting as more and more customers

came to the store they loved the

fragrance so much that they immediately

asked the shopkeeper if he had these

boxes of incense sticks so the

shopkeeper had no other option but to

deny them then again on the second day

Raji again went to these stores lighted

his incense sticks and was just about to

leave but this time the shopkeepers

stopped him and they asked them to sell

these boxes of agarbatis to them but

rauji replied by saying I know this is

great man but then I cannot sell you

these agarbatis because you cannot offer

them so just enjoy the free steak and

after saying this he just left and the

next day again many customers who came

to the store asked for the agarpatis but

again he refused to sell the sticks now

do you realize how frustrating it would

have been for the shopkeepers some

random kid comes up lights up a stick

with a fantastic fragrance and even

though it could reap profits for both of

them they had to embarrass themselves by

denying the customers so now on the

third day when rauji went to light his

Stakes the shopkeepers gave him an

ultimatum and they told him dude you

either sell us these boxes or don't like

them at all but even then rauji doesn't

agree to sell so now he gives them only

two sticks and tells them I will give

you two sticks use this for your house

and not for the shop about the selling

bit we'll talk about it later so now

many of these shopkeepers went home and

lighted these sticks and this time their

wives and neighbors Loved These

fragrances too

now this is when ladies and chairman the

shopkeepers realized that they need the

product more than this product needed

their shelves

so the next day when the shopkeepers sat

down with Raji for placing the order

there was no pitching no bargaining at

all and with most of them it was a

straight sale

this is how cycle biography became one

of the rare products that commanded

their spaces in the shells of Mysore and

not so surprisingly it was a big big hit

now the question over here is this is a

strategy that could just get you an

entry into the market right but what

about after the computer started

catching up what did cycle do special to

stay ahead of its competition

well the first thing that raoji did was

to inculcate an extraordinary sense of

humility and empathy into the second and

third generation that came into the

business to tell you about it the son of

Raji whose name is Murthy he took out

the business after him and went to

France to study the art of perfumery and

when he returned he saw that the sales

of the incense sticks was slowing down

and moreover they had become quite

irregular now had it been some

conventional businessman who came from

abroad and owns a million dollar

business he would ask his marketing team

to look into the matter and if these

marketeers were sincere they will run

through the data do some white color

work and come out with some insights and

if they're not this entire matter would

just get lost in a pile of gentle

reminders

but you know what guys this man doesn't

do any of this he directly goes to the

market and talks to the retailers and as

it turns out even the retailers did not

know why cycle sales were so irregular

so after that murtiji literally spent

hours in different stores just to see

how the customers behave and interact

with incense products and then he would

talk to the customers to understand

which fragrances they preferred which

brands they preferred and what was the

reasoning behind their purchase and

that's when he came to know that it's

not like the customers do not like cycle

it's just that after using the same

fragrance throughout the month they

needed a change so they shifted to other

brands and then came back to cycle again

this was the reason why the sales were

so irregular for cycle all across the

state so to fix this problem murtiji

came up with the idea of something

called three in one cycle bureaucratic

whereby they put in three fragrance of

incense sticks in the same packet and

guess what suddenly the sale started

increasing the question is why well

because it gave them three major

advantages that no other computer was

giving out number one the customers who

loved cycle bureaucrati wanted to keep

trying new fragrances so now they had

the opportunity to try three flavors in

a single packet secondly the second type

of customers who loved one specific

fragrance would then buy the entire pack

which increased sales and more

importantly for the first time customers

it was a very very convenient option to

buy three fragrances in a single packet

so in a way the ease of acquiring new

customers increased and this product

turned out to be such a big hit that

even today that is after more than 40

years the cycle pure31 agarbati is one

of their best selling products in the

market whereby they sold hold 6 billion

sticks in 2021 alone that is almost 50

percent of their entire sales volume and

today almost every successful agarbati

manufacturer has copied Cycles three in

one model and they've launched their own

duplicate three-in-one products in the

market

so not so surprisingly the cycle brand

went one level further and reduced four

fragrances in a single agarbati which

again made it difficult for the

competitors to catch up this is the

power of the future CEO himself spending

hours on ground with the customers to

try and understand the market

and this Acumen again got passed onto

the third generation whereby While most

children were having fun during their

summer vacations the ranga kids were

doing unofficial summer internships in

the labs whereby they would learn the

art of perfumery

this was the first barrier of entry for

other competitors the second barrier to

entry for cycle biography is the huge

catalog of 300 ingredients that they

have now if you remember from our

Jasmine example just like musk rose and

Morning Dew there are 300 ingredients

that cycle Bure has managed to crack and

master so these permutations and

combinations enable them to bring such a

vast variety of fragrance that's almost

impossible for a newbie or competitors

to mimic so even though the barrier to

entry in this industry is very low even

if someone starts selling incense sticks

they may sell conventional flavors like

Jasmine and Rose but not unique

fragrances like cycled Woods Heritage

Lia flute and Rhythm this is what makes

cycle an extremely competitive brand not

just in India but even in the

international markets this is the reason

why they are going strong in more than

70 countries all across the world and

then of course it's the brand value and

trust that cycle has built over the past

75 years by giving products with unique

fragrances and sticks that burn Non-Stop

of end to end and today rauji's third

generation led by Arjun ranga continues

to further his legacy by being in-house

perfumers creating original fragrances

by deploying genius marketing strategies

like being the first agarwathi brand to

advertise on TV the first in the

industry to associate with Cricket by

creating an omni-channel sales network

and by diversifying the product

portfolio aggressively and ambitiously

they have taken the company from 400

crores in Revenue in 2007 to 1500 crores

as of 2022. this is how by finding the

appropriate Gap in the market through

raoji's genius sales technique with an

extraordinary level of dedication

towards empathizing with the customer by

passing on the same level of dedication

and Devotion to the next two generations

cycle today stands as a 1500 crore

business Empire with an obsession to

sell the best incense Stakes the world

has ever seen and last and most

importantly while growing this business

Empire the cycle brand has always made

sure to go beyond their limits to

empower and benefit the society as a

whole because at the end of the day they

don't want to be a big company they want

to be a good company first for example

to promote women empowerment they have

consciously supported one lakh women

over the past 75 years and currently

support 25 000 women at work both

directly and indirectly similarly While

most companies just give out maternity

leaves cycle along with maternity leaves

even gives out paternity leaves of 21

days for the fathers on top of that all

direct employees are covered under

insurance and lastly they are the first

company to to be certified as a carbon

neutral company

this is how by finding the appropriate

gaps in the market through his genius

sales strategy with an extraordinary

level of dedication towards empathizing

with the customers and by passing the

same level of dedication and Devotion to

the next two generations Raji built a

1500 Crow business Empire by selling the

best incense Stakes Mysore had ever seen

and this brings us to the most important

part of the episode and that are the

business lessons that we need to learn

from the incredible rise of cycle pure

aggravating

lesson number one more often than not we

assume that the value of a product is

directly proportional to the tangible

aspects of the product or the utility of

the product but you see there are some

products in every audience category

where the value of the product goes Way

Beyond the tangible aspects because of

culture and sentiments and if you could

only identify that for your audience you

can command a premium in the market in

this case While most sellers saw

agarbati as just another instrument of

fragrance rauji saw it as an instrument

of Hope for an ordinary family's dreams

as a result he was able to command a

premium and dominate the global

agarwathi market lesson number two if

your product is extraordinary even in

this crowded hyper competitive world

that we live in the product itself will

serve as your most powerful marketing

tool and wherever this extraordinary

value is showcased the right way

negotiations will no longer be the cause

of friction in this case because of

raoji's simple yeah yet genius tactic of

lighting agarbati is outside the retail

stores the shopkeepers struggled for the

product and not otherwise and more

importantly when they realized the value

of cycle negotiation was no longer a

problem and last and most importantly

like I've said a dozen times in the past

empathy and persistence are the

attributes that can turn a commoner into

a king in this case the empathy and the

Persistence of raoji gave rise to one of

the greatest brands in India which we

all know today as cycle pure agarbati

that's all from my shadow today guys if

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awesome

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