Bangalore, May 16, 2014: Lia Agarbathies, one of the leading brands from NR Group, the makers of Cycle Pure Agarbathies, the world’s largest incense sticks brand, today announced their association with Kings XI Punjab as the official team partner. A long standing supporter of the game, the tie –up will cement NR Group’s position as one of the front runners among the brands associated with cricket and also will re-enforce NR Group’s commitment to Indian cricket.

The association will witness Lia Agarbathies being featured on perimeter boards and Loop branding during home matches of Kings XI. The association will allow Lia Agarbathies to use images of select Kings XI Punjab players in various advertising campaigns and marketing activities till Feb 2015.

Talking about the association, Mr. Arjun Ranga, Managing Partner, NR Group, said, “It is an honour for Lia Agarbathies to be associated with Kings XI Punjab. IPL is more than a tournament in India, through its innovativeness and vibrancy it has caught the attention of the entire nation and captured the imagination of the youth. Lia is a youthful and vibrant brand, hence the association with IPL, and especially with Kings XI will enhance the brand values of Lia.

“Kings XI Punjab has become one of the most popular team in the tournament and we wish them the very best” added Mr. Arjun Ranga

Started in 2008, IPL is one of the most watched Twenty20 cricket league in the world. The series had commenced from 16 April- 1 June 2014. The first phase of the series was hosted in UAE and the remaining is being held in India.

 The association with Kings XI Punjab will be also supported by a strong dealers’ campaign and on-ground campaigns. The dealers’ campaign will witness a contest in which the winner will be rewarded with team memorabilia. Further, the company will take this opportunity to also host a “Pray for Kings XI” event wherein the dealers will get a chance to meet the players from Kings XI Punjab.

 Over the years, NR Group through its flagship brand 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 Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri. 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 professionally managed by the third generation of the Ranga family. For more information on the Group, please visit

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