HT Bureau
GUWAHATI, April 9: Cycle Pure Agarbathi, the world’s largest agarbathi manufacturer, has unveiled a new fragrance collection designed to celebrate the cultural richness of Assam.
The collection, titled “Bihu – Rongali, Kangali, and Bhogali,” draws inspiration from the three major Bihu festivals celebrated in the state: Rongali Bihu, Kangali Bihu, and Bhogali Bihu.
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The agarbathi range aims to enhance the festive spirit and evoke a deep sense of cultural pride, paying tribute to the traditions that bring the Assamese community together.
Launched in three phases to coincide with the Bihu calendar, the collection will see the release of one fragrance per festival.
Phase 1, focused on Rongali Bihu, has already been launched this April, capturing the joy and renewal associated with the arrival of spring and the Assamese New Year.
Phase 2, set for release in October, will celebrate Kangali Bihu, which is a time for introspection and prayers for prosperity, following the end of rice sowing.
Finally, Phase 3, coming in January, will honor Bhogali Bihu, a festival of gratitude and feasting that marks the conclusion of the harvest season.
Arjun Ranga, Managing Director of Cycle Pure Agarbathi, expressed his excitement about the new collection, saying, “We are delighted to celebrate the rich cultural heritage of Assam through our specially curated Bihu fragrance collection. With each phase, we aim to bring to life the unique emotions and rituals associated with the Bihu festivities, offering our consumers a more meaningful and immersive connection to the celebration. This collection is our tribute to the timeless spirit of Bihu—a festival that unites communities through joy, tradition, and shared values.”
The Bihu fragrance collection has been carefully crafted to transport consumers to the heart of Assam’s Bihu celebrations, infusing homes with the essence of each festival.
Available in retail stores across Assam, the collection promises to become an integral part of Assamese households during the festive season.
