Cycle Pure Agarbathi and Rishab Rikhiram Sharma unite for a healing sitar tour across India

Cycle Pure Agarbathi, the world's largest agarbathi manufacturer, has teamed up with sitar artist Rishab Rikhiram Sharma for a unique India tour. The initiative, called Sitar for Mental Health, blends music and mindfulness to promote emotional well-being. Six major cities will host concerts designed as healing musical experiences.

The tour kicks off in Bengaluru on 15th March, followed by stops in Mumbai (20th Mar), Pune (22nd Mar), Hyderabad (27th Mar), Chennai (3rd Apr), and Kolkata (12th Apr). Each venue will feature experiential installations, including the ceremonial lighting of the Yagna Agarbathi before performances begin. Cycle Pure will also set up premium stalls where attendees can personalise their own agarbathi blends.

As a Prayer Partner, the brand supports Sharma's vision of using music to ease stress and foster mental wellness. Arjun Ranga, Managing Director of Cycle Pure Agarbathi, highlighted the collaboration as part of their broader commitment to spiritual and emotional health. The company has previously launched mental health awareness campaigns during COVID-19, partnered with NGOs in Karnataka, and planted over a million trees through its Cycle Pure Green initiative since 2010.

Two music teachers working with mentally differently abled students will receive Gold Passes to the concerts. This gesture underscores the tour's focus on inclusivity and the therapeutic power of music.

The Sitar for Mental Health tour arrives as mental wellness gains wider attention in India. Cycle Pure Agarbathi's involvement extends beyond sponsorship, with interactive elements and outreach programs tied to each event. The concerts aim to create immersive, restorative experiences for audiences nationwide.