Bengaluru, Jan 22 (.) In a first-of-its-kind initiative to honour drivers on National Driver’s Day, Cycle Agarbathis distributed 10 lakh eco-friendly fragrance packets across the country on Thursday aiming to make journeys more pleasant and stress-free for drivers and commuters alike.
The move, described as a tribute to the “silent warriors” of India’s roads, involved partnerships with seven major institutions including Ola Cabs, MSRTC, KSRTC, DTC in Delhi, VRL, and the Indian Federation of App-Based Travel Operators.
The fragrance packets, designed for use in cars, buses, and other enclosed spaces, release soothing aromas that enhance the travel experience.
Cycle Agarbathis Chief Sales and Marketing Officer Amatnath Dutta emphasised that the initiative not only provides a refreshing journey for commuters but also recognises the tireless contributions of drivers.
“This initiative ensures that every journey, whether city commute or long-distance travel, becomes calmer and more relaxed,” he told reporters. “The packets are easy to use, eco-friendly, and last for about 25 days, keeping the air inside vehicles fresh throughout the day. In buses, multiple points are equipped to ensure the fragrance spreads evenly, including in sleeper coaches for overnight journeys.”
The first phase of the programme features three fragrances: pineapple, pink blossom, and apple-cinnamon. The product was launched six months ago in a phased manner and has already achieved around 70 percent distribution coverage nationwide. Today’s free distribution is part of a corporate social responsibility (CSR) initiative, separate from commercial sales.
Dutta explained that the packets can also be used in small enclosed spaces such as cupboards or bathrooms, helping neutralise odours while maintaining a pleasant environment. The fragrance works silently and effectively, and even first-time users can immediately notice the difference.
Since the product launch, approximately one lakh fragrance packets have been sold, covering 40–50 percent of outlets across India. Repeat purchase rates have been encouraging at 35–40 percent, higher than typical for a new product in its initial months.
To ensure wide availability, the initiative uses two brands distributed through multiple channels, including car accessory stores, housekeeping outlets, general merchandise outlets, and modern trade stores. This dual-brand strategy ensures that both urban and semi-urban markets are covered efficiently.
Dutta highlighted the broader purpose of the initiative: “This is not just about fragrance. It is about acknowledging drivers, improving their work environment, and making travel safer and more pleasant for millions of commuters every day. National Driver’s Day is the perfect occasion to celebrate these contributions,” he said.
While the fragrance packets are primarily intended for vehicles, Dutta noted that traditional offerings like agarbatti or camphor remain better suited for puja rooms or larger enclosed spaces. The initiative is part of a pan-India knowledge-based effort to enhance commuter experiences and will continue to expand in the coming months.
With millions of daily commuters and a growing transport network across cities and states, this initiative underscores the importance of driver welfare while offering a practical, eco-friendly solution for cleaner, fresher travel. By combining innovation, scale, and human recognition, organisers have turned a simple gesture into a nationwide celebration of India’s drivers.
. . CDS