Cycle Brand Leads in Aurangabad: Parag Jain
Parag Sales Corporation is a leading distributor of Cycle Agarbatti Company in Aurangabad. Established in 1986, Parag Sales Corporation has been engaged in the wholesale of consumer products and has held FMCG agency rights for several top companies for decades. Brands like Godrej, Parivar Tea, and Cycle Agarbatti have long been associated with the firm.
In an interview with SugandhIndia, Mr. Parag Jain, head ofParag Sales Corporation,shared that the business wasstarted by his father in 1986. At thetime, the focus was solely onwholesale of consumer products.Responding to a question, he statedthat Cycle is the most popularincense brand in Aurangabad, withits main competitor being Zed Black.Cycle outperforms others due to itssuperior quality, wide variety, robustdistribution network, and dedicatedsales team.
Parag Jain mentioned that theysupply to around 650 outlets inAurangabad’s old city, includinggeneral stores, grocery shops, andpaan stalls. He added that Cycle’s3-in-1 is the best-selling product in themarket. No other brand can competewith Cycle’s box packs, while ZedBlack competes only in zipper andpouch packs. He also noted that ITC’sMangaldeep sells along with groceriesand hence isn’t a direct competitor.
Cycle’s premium products likeSandalwoods are among a dozenhigh-quality offerings. In addition toCycle Agarbattis, they also distributeover 25 other products such as dhoop,camphor, and puja oil. The companyalso has the “Om Shanti” range, whichincludes camphor, oils, diya, gheewicks, threads (kalawa), and otherpuja essentials.
He revealed that the company hasdivided its products into separatedivisions like Good Luck, Sandalam,Parampara, and Rhythm. Cycle’s3-in-1 remains the highest-sellingitem. Although it is priced at ₹10,customers are now increasinglyshifting towards the ₹20 packs. Thetop-selling price ranges for Cycleproducts are ₹10, ₹50, and ₹100. Thecompany has also recently launched abamboo-less 3-in-1 variant, availablein zipper packs priced at ₹60, ₹110, ₹15,and ₹10. Parag Jain attributes Cycle’spopularity and strong sales to thetrust consumers place in the brandand its quality. He shared that Cycleholds an 80% share of theagarbattimarket in Aurangabad, while dhoopaccounts for the remaining 20%.However, demand for dhoop issteadily rising. Currently, thecompany’s primary focus remains onagarbatti.
Cycle also runs severalpromotional schemes offering 3–4%discounts and up to 20% margins.Retailers receive 1–2 free packs on thepurchase of 2–3 dozen, and there arelucky draw schemes with coupons thatoffer Cycle products as gifts. Prizesrange from flasks to gold coins onpurchases worth ₹1,00,000.
In response to a question, he saidthe incense industry is growingrapidly, and agarbatti remainsessential for religious rituals. Whilepeople may use perfumes orfragrances for mood enhancement,incense sticks and dhoop remain anecessity for puja.
Highlighting the reasons for CycleAgarbatti’s stronghold, he said thebrand has a dedicated network. Dailyroutes are pre-decided for marketvisits, and there is excellentcoordination between the companyteam and their own team. Orders aretaken daily by the companyrepresentative, and delivery is ensuredwithin 24 hours. In contrast, othercompanies often push unsold stock toretailers, but Cycle delivers onlyagainst confirmed orders, ensuringstock doesn’t pile up and paymentsaren’t delayed. Most transactions areon a cash basis, or with a 15-day creditperiod at most. Retailers, therefore,follow company rules, and stockremains fresh.
He concluded by saying that whilepricing competition exists in themarket, Cycle continues to lead due toits unmatched quality. Whenever thecompany launches a new product,their marketing team goes all out. Forinstance, during the launch of theirbamboo-less dhoop, the team workedrelentlessly, and within six months,the product carved out a solid market presence.
