Rivarly in AP, TS agarbathi markets intensifies

Mysore-based Cycle Pure brand targets doubling of its market share to 40% in 3 years

Hyderabad: Competition in agarbathy market in Andhra Pradesh and Telangana is likely to get intensified in coming months as Cycle Pure Agarbathies has decided to double its market share in the Telugu states.

The Mysore-based company currently enjoys 20 per cent market share in the two states and it wants to take it to 40 per cent in the next two to three years. Recently, it roped in Bollywood legend Amitabh Bacchan as brand ambassador, a move that will enhance visibility of the brand across India.

The efforts of the 60-year-old company to corner more market pie in AP and TS is expected to put pressure on all other players in the market including Eluru-based Ambica Agarbathies which is also one of the leading players in this space in both the states.

Established in 1946, Amica has factories in Hyderabad in Telangana and Eluru, Rajam as well as Adoni in Andhra Pradesh, with total built-up area of 3 lakh sft. Through a dealer network of 500, Amica sells six ranges of products including Durbar bathies.

“As a part of our scaling up strategy, we are targeting at doubling our market share in the region to 40 per cent over the next two to three years,” Arjun Ranga, Managing Director, Cycle Pure Agarbarthies, told media here.

Cycle Pure Agarbathies is also planning to expand its presence across the region which it believes will help the company consolidate its position further. “We are aiming 25 per cent growth during the current fiscal,” he added.

The company, which markets over 150 varieties of agarbathies, is also planning to expand its retail network across the country. At present, its products are on sale at over nine lakh retail outlets and the company plans to double the number.

Also, the company is of the strong view that its association with Amitabh Bacchan will help it consolidate market position nationwide. “We are confident the campaign with him as the face of the brand will not only strike a chord in the mind of the consumer, it will occupy a space in the consumer’s heart as well,” Ranga stated.

On Friday, the Mysore-based company has launched new range of agarbathies in Telugu states. Developed in house, the new Lia Agarbarthies collection comes in six different variants.