ITC commenced marketing Mangaldeep Agarbattis (incense sticks) sourced from small-scale and cottage units in 2003. The Agarbatti business has recorded an impressive growth driven by superior distribution reach and high consumer acceptance of the Mangaldeep brand. Mangaldeep is currently the second largest national brand in the industry. With its participation in the business, ITC aims to enhance the competitiveness of the small and medium scale sectors through its R&D based product development and strong trade marketing and distribution capability.
Mangaldeep Agarbattis are available in a wide range of fragrances. Mangaldeep Yantra, a special offering from ITC, leverages a unique fragrance to evoke the ambience of a temple. Mangaldeep Spriha, the premium range from ITC, has two offerings, Pratiti and Sarvatra, exclusively hand rolled at Cottage Industries, a unit of Sri Aurobindo Ashram, Puducherry. Cottage Industries, Puducherry, was recently accredited with IFAT certification, which is an internationally recognised benchmark for “Fair Trade” practices.
Mangaldeep Agarbattis are available in innovative “Fragrance-Locked” packaging, which retains the fragrance more effectively.
ITC has tied up with Exim Bank for export marketing services, leveraging the bank’s overseas presence. Mangaldeep is currently being exported to several countries. ITC has entered into an MOU with the Khadi & Village Industries Commission (KVIC) to source agarbattis from KVIC approved units and to distribute agarbattis through the Khadi Bhavan / Khadi Bhandar outlets across the country.
Mangaldeep Agarbattis are manufactured by small scale and cottage units, providing livelihood opportunities for more than 5000 people. Seven out of 10 Mangaldeep Agarbatti manufacturing units are ISO 9000 certified. Mangaldeep ASHA (Assistance in Social Habilitation through Agarbattis) is an ITC initiative to provide better value realisation for women rollers through improved quality.