Cycle Pure Agarbathi acquires Satvik, strengthening its omnichannel play in devotional space

Cycle Pure Agarbathi, one of India's largest incense stick manufacturers, announced the acquisition of Satvik, the online pooja accessory brand, to strengthen its presence in the devotional and spiritual space. The collaboration focuses on a dual-channel method that balances the ease of online shopping with Cycle’s physical reach through its massive retail network. This integration extends the range of incense pooja essentials and spiritual products to cater to diverse consumer needs.

“Our acquisition of Satvik is a natural extension of our long-standing commitment to the devotional space. It enables us to offer a more complete range of authentic products while accelerating growth in the fast-evolving and digital-driven market. This partnership strengthens our ability to preserve tradition while embracing innovation, ensuring devotees experience both authenticity and convenience. Together we are building a holistic ecosystem that we define the future of spiritual engagement,” said Arjun Ranga, MD, Cycle Pure Agarbathi of the NR Group.

He added that with the company’s presence in lifestyle fragrances through brands IRIS and functional air care with Lia, and in Puja essentials through Om Shanti, they realised that they were not present in the spiritual lifestyle segment. “We realised that Satvik is the most authentic and original brand that is available in the country in this segment. And they are very relevant because they are digital-first as a company. So e-commerce was something relatively new for us, being a brick-and-mortar company. Hence, we wanted to join Satvik.”

Commenting on the partnership Vinod Bansal, Founder and MD, Satvik Spirituals Private Limited, stated, “Satvik was built with a singular vision to make authentic, high-quality pooja essentials easily accessible to devotees everywhere. Over the years, we have built a strong trust with our customers and a great digital presence, but we knew that to grow fast and reach more people, we needed the right partner. That's why we have joined hands with Cycle Pure Agarbathi. With this partnership, we will reach more homes across India through retail channel. We will continue to grow strongly online and most importantly, we will keep authenticity at the centre of everything we offer. This is not just about growth, it's about setting new standards in this category.”

While Satvik will primarily remain a digital-first brand, Cycle Pure Agarbathi's retail distribution network will bring its fastest-moving products to general trade, modern trade, e-commerce, and quick commerce channels. The brand also plans to open select lifestyle experience centres in a few metros over the coming year.

The acquisition also helps the brand to strengthen its connection with the global Indian diaspora, extending access to authentic pooja essentials for households across India and worldwide while continuing its 7-decade legacy. Mr Ranga shared that they have seen huge traction in the US for lifestyle spirituality products, coming across as a big opportunity for the brand to explore.

The partnership reflects a broader vision of preserving tradition by integrating technology to better serve evolving consumer needs, ensuring that spirituality remains accessible and relevant in today's fast-paced lifestyle. Catering to the Gen Z and youth, the brand will offer a range of lifestyle gift packs and puja kits that come with step-by-step instructions and DIY formats.