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, Durbar, Anushri etc. New launches include Fragrance of Temple – Gold Tradition & Silver Edition; Champa, Tarangini & Malligai in an attractive pouch format.
The pouch format of packaging is increasingly becoming popular. To meet this need of the market Mangaldeep has launched three variants – Champa, Tarangini & Malligai. Each of them has been designed keeping the relevant market needs in mind. The products have received a tremendous response not only from the consumers and also by the trade.
Fragrance of Temple is a flagship sub brand in the Mangaldeep portfolio. Superior fragrance, high quality sticks and differentiated packagings are some of the highlights of Fragrance of Temple. New launch included Fragrance of Temple – Gold Edition & Fragrance of Temple – Silver Edition. Both packs are industry first gold/silver metalized plastic pack. Fragrance of Temple – Silver Edition has won the prestigious "IFCA Star Award 2011" which recognizes Packaging Excellency in terms of design, development, innovation and creativity.
Mangaldeep Dhoop, made with Natural Ingredients, is available in specific markets and is fast emerging as a key player in North India. Having varied consumer offers and differentiated product offerings, Mangaldeep Dhoop is fast emerging a force to reckon with. New launches include Sandal & Mogra variants as well as 3in1 offering in a singular pack.
The Business continues to work on various exciting new offerings to the consumers and is planning to launch them in the near future.
In line with ITC's Triple Bottom Line philosophy of every business 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 12,000 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 states and like Bihar, Tripura, Tamil Nadu, who are setting up agarbatti units, training village women in rolling agarbattis and employing them in these units. In the latest initiative, ITC signed a MoU with 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