As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector, the Company commenced marketing Agarbattis (Incense Sticks) sourced from small-scale and cottage units in 2003. This Business leverages the core strengths of ITC in nation-wide distribution and marketing, brand building, supply chain management, manufacture of high quality paperboards and the creation of innovative packaging solutions to offer Indian consumers high quality Agarbattis. With its participation in the business, ITC aims to enhance the competitiveness of the small and medium scale sectors through its complementary R&D based product development and strengths in trade marketing and distribution.
Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Durbar, Anushri and Mogra. New launches include Fragrance of Temple, Champa and Tarangini in an attractive pouch format.
The pouch format of packaging is increasingly becoming popular. Mangaldeep has launched three variants – Champa, Tarangini & Malligai in the pouch format catering to various market needs. The products have received encouraging response from consumers.
Fragrance of Temple is a flagship sub brand in the Mangaldeep portfolio with Superior fragrance and high quality sticks in an industry-first canister pack. The canister pack also contains a metal agarbatti stand which has been highly appreciated by consumers.
Mangaldeep Dhoop, made with Natural Ingredients, is available in specific markets and is fast creating a key presence in North India. New launches include Sandal & Mogra variants as well as 3-in-1 offering in a single pack.
In line with ITC's Triple Bottom Line philosophy of contributing to the Nation's economic, environmental and social capital, Mangaldeep agarbattis are manufactured by small scale and cottage units, providing livelihood opportunities for more than 10,000 people. Six out of 17 Mangaldeep Agarbatti manufacturing units are ISO 9000 certified. Mangaldeep ASHA (Assistance in Social Habilitation through Agarbattis) is an ITC initiative to improve the quality of raw agarbatti production and provide better value realization for women rollers. Under the project, ITC has extended support to NGOs in Bihar, Tripura and Tamil Nadu, to set up agarbatti units, training village women in rolling agarbattis and employing them in these units. In the latest initiative, ITC signed a MoU with the Orissa Government-run Orissa Rural Development and Marketing Society (ORMAS) for marketing raw incense sticks in the state - a move that is expected to provide employment opportunities to over 3000 rural women.
For trade enquiries, please write to: VM.Rajasekharan@itc.in