Launches premium Spriha brand in Pondicherry
February 21, 2003: ITC today launched its Spriha
brand of Natural Incense Sticks (Agarbattis) manufactured by 'Cottage Industries',
a unit of the Sri Aurobindo Udyog Trust in Pondicherry. The launch was on the occasion of
the 125th birth anniversary of ‘The Mother’ of Sri Aurobindo Ashram.
ITC will market Spriha in two fragrance
options – 'Sambrani' and 'Nagchampa'. As a premium brand of 'Agarbattis',
Spriha is priced at Rs.20 for 20 sticks. These incense sticks are manufactured in
the traditional 'masala method', using natural ingredients.
ITC has also launched two other 'Agarbathi' brands - Nivedan
at Rs.10 (for 20 sticks), and Ashageet at Rs.7.50 (for 20 sticks) and
Rs.4.(for 10 sticks). 'Nivedan' is available in 'Sandal' and 'Bouquet' fragrances, and
'Ashageet' in 'Rose' and 'Jasmine'. These products are manufactured by small-scale units
in Bangalore and other locations.
Almost all of ITC’s new initiatives in the FMCG sector
are modelled on outsourcing the production from Small and Medium Enterprises (SMEs). The
Company aims to enhance the competitiveness of the small and medium scale sectors through
its complementary R&D based product development and marketing strengths, especially
the breadth and depth of the Company’s trade marketing and distribution. 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. The Company sees it as part of its superordinate goal to create
"enduring value for the nation".
