The ITC Mangaldeep 'Sixth Sense' Panel - an inclusive initiative that has recruited visually impaired fragrance testers - marked its first anniversary this year. The brand celebrated with felicitation events in Mumbai, Chennai, Delhi, Hyderabad and Kolkata, where panellists received certificates and shared their experiences. Additionally, at each venue, fragrance experts conducted training to enhance the panel's fragrance evaluation skills. Panellists were introduced to the innovative new Mangaldeep product categories they will soon begin to test - sambrani cups, dhoop cones, dhoop sticks etc.
The 150 'Sixth Sense' panellists have not only found meaningful, remunerative work, but also report feeling empowered and full of pride with the continuous engagement over a year. For them, ITC has emerged as a provider of the much-needed opportunity that can help build lives of dignity. At each celebration event, they spoke enthusiastically about their journeys as panellists, on finding purpose and confidence and how they look forward to the future with hope. It was also wonderful to see them curious about the products they have been evaluating in the past year and wanting to continue being associated to the panel.
'Sixth Sense' panellists have been selected through a rigorous process. Those recruited responded to awareness and outreach drives conducted in partnership with the brand. Each panellist has been trained in workshops to understand their roles, methods of monthly evaluation, standard questions, and rating scales. Their work informs productdevelopment by the brand.
The Mangaldeep 'Sixth Sense' Panel has been able to capture minute variations in fragrance strengths, and has played significant roles in the creation of unique fragrance varieties - Sandal, Rose, Lavender, Marigold, and more.
Speaking at the recent Kolkata felicitation programme, Gaurav Tayal, Chief Executive, ITC's Matches and Agarbatti Business, said, "With the Mangaldeep Sixth Sense Panel, we aimed to create a sustainable livelihood avenue for the visually impaired by leveraging their unique abilities in fragrance evaluation. This is an endeavour in line with the ITC credo of 'Nation First: Sab Saath Badhein' and the Company's commitment to build an inclusive enterprise."
Glimpses of Sixth Sense felicitation ceremonies below.