~ Apart from being the ‘powered by’ sponsor of the Asia Cup 2014, Cycle Pure will also recognize the best performer of every Match and the Series with ‘Cycle Pure Agarbathies Trusted Player of the Match’ and ‘Cycle Pure Agarbathies Trusted Player of the Series’ awards ~

Dhaka, February 24, 2014: Cycle Pure Agarbathies, the world’s largest incense sticks manufacturer and part of the Mysore-based NR Group, today unveiled the ‘Trusted Player of the Tournament’ trophy along with the captains of the five participating nations. Cycle Pure has strengthened its longstanding association with cricket by powering the 12th edition Asia Cup cricket tournament as a result of which the Cup is called ‘Arise Asia Cup – Powered by Cycle Pure Agarbathies’.

Trust is a value deeply espoused by the founder of NR Group Sri. N. Ranga Rao and carried forward by generations. It was the relentless pursuit of the trust of employers, customers and partners alike that made Cycle Pure the largest incense stick maker in the world. So, it was only natural that Cycle Pure instituted the ‘Cycle Pure Agarbathies Trusted Player of the Series’ and ‘Cycle Pure Agarbathies Trusted Player of the Match’ awards, over and above the co-title sponsorship, for the most consistent performer on whom the team could always rely.

One of the most anticipated competitions, the 12th edition of the Asia Cup is being held in Bangladesh from February 25 – March 8, 2014 and features the four Asian test playing nations namely Bangladesh, India, Pakistan and Sri Lanka, and a new entrant Afghanistan. This will be the first 50-over tournament in which Afghanistan will be taking part.

Further, Cycle will also feature on Perimeter Boards, Bowlers End Pitch Mats and its trademark property the Third Umpire Branding.

Talking about the partnership, Mr. Arjun Ranga, Managing Director, Cycle Pure Agarbathies, said, “Cricket is a religion in India and we would like to be associated with all such true emotions and forms of reverence. We have always tried to foster a sense of trust, respect, reverence and adulation through our innovative products and this association with the Asia Cup is a logical manifestation of our vision. We also believe in supporting and providing reasons to pray, and what could be better than praying for India’s win.”

Along with the sponsorship, Cycle Pure Agarbathies is also urging people through various online medium to pray for India. The entire Asia Cup 2014 event will be supported by a strong outdoor campaign as the company is planning to place 1 lakh posters across various tier 1 & tier 2 cities.

Over the years, Cycle Pure Agarbathies has become one of the leading brands to be associated with cricket in India. They have participated in exciting cricket properties like Red Alert, Third Umpire branding and Milestone branding. Apart from being major sponsors at various cricketing tournaments every year, Cycle Pure Agarbathies had launched the widely popular and successful ‘Pray for India’ campaign covering more than 100 cities during the ICC World Cup in 2011.

About NR Group

The Mysore-based NR Group was founded by Sri N. Ranga Rao in 1948. A true visionary and philanthropist, Sri. Ranga Rao created the ubiquitous Cycle Pure Agarbathies which has today become the largest selling incense stick brand in the world. From a home-grown enterprise, NR Group has evolved in to a successfully run business conglomerate with established presence in India and abroad. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car-fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances, floral extracts (NESSO) and Rangsons Electronics. The Group is also very committed to its social responsibilities and fulfils them through its charity arm ‘The NR Foundation’. The NR Group today is managed by the third generation of the Ranga family. For more information, please visit

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