ITC, the $2 billion turnover company, in a bid
to diversify its business is foraying into the incense stick market. On Friday it launched
Spriha premium brand, which is manufactured by a unit of Aurobindo Ashram Udyog Trust,
Pondicherry. ITC will market Spriha in two fragrances- Sambrani and Nagchampa priced at Rs
20 for 20 sticks. ITC also has launched two other incense stick brands- Nivedan and
Ashageet. Nivedan is available in sandal and bouquet fragrances while Ashageet is
available in rose and jasmine.
