PADMASHRI DR. S. P. BALASUBRAHMANYAM UNVEILS MANGAL
DEEP AGARBATTIS
Hyderabad, December 15, 2003: ITC Ltd has launched 'Mangal
Deep', a new brand of incense sticks (agarbattis), in an innovative 'fragrance - locked'
pack. Mangal Deep was unveiled by the noted singer Padmashri Dr. S. P. Balasubrahmanyam.
This 'fragrance-locked' packaging ensures the sanctity of the agarbatties aroma.
Mangal Deep agarbatties will be backed by an aggressive
mass media campaign that directly addresses a key consumer concern gained from extensive
research conducted across the country - "In worship you offer fresh flowers and
prasad to God. But about agarbattis..." Mangal Deep is designed to address this
aspect of pure worship.
Mr. R. Srinivasan, Member, Corporate Management Committee,
ITC Limited, said, "The launch of 'Mangal Deep' is yet another manifestation of ITC's
continued commitment to enhance the business competitiveness of India's small and medium
enterprises from which it sources its FMCG products. ITC will lend the benefits of its
proven competences in brand building, national marketing and distribution to the cottage
units that manufacture agarbattis. ITC greets agarbatti consumers with the Mangal Deep
offering and a traditional NAMASTE signifying that I salute the God in you"
Mr. V. M. Rajasekharan, CEO, ITC's Agarbatti Business,
added, "Mangal Deep has been carefully developed and positioned after extensive
consumer research in relevant markets. For the first time in the Indian market, an
agarbatti brand will offer top of the line 'fragrance-locked' packaging, consistent
quality and a choice of pack sizes and fragrances at a price of as little as 20 paise per
stick. We are confident that Mangal Deep will create a new paradigm in India's agarbatti
industry".
Mangal Deep offers a choice of three pack sizes - the
extremely economically priced Rs.2/- for ten sticks, Rs.10/- for twenty sticks and
Rs.30-/- for 100 sticks. Initially, Mangal Deep will be available in "3-in-1"
(Sandal, Bouquet and Rose), along with individual packs of Bouquet and sandal fragrances.
The 'fragrance-lock' is a unique concept for which
packaging was developed by ITC. As a trial offer customers will be offered sample packs of
Mangal Deep in different fragrances, which they can experience and then chose the
fragrance of their choice.
ITC is initially launching Mangal Deep in Andhra Pradesh.
The product will be available in 80,000 outlets across the state. It will be launched in
phases across the country over the next six months.
Small-scale units, such as Ananth Agarbathi Co and
Sankranti Agarbathi Co. based in Bangalore, are manufacturing Mangal Deep in accordance
with the strict quality parameters evolved by ITC.
ITC's new FMCG initiatives are modeled on outsourcing the
production from small medium and cottage sector. The Company aims to enhance the
competitiveness of the small and medium scale enterprises through its complementary
R&D - based product development and marketing strengths. It is part of the Company's
stated philosophy of "Commitment beyond the Market" to consciously contribute to
enhancing the competitiveness of the larger value chain of which it is a part. ITC sees it
as part of its super-ordinate goal to create "Enduring Value for the Nation."
