ITV

Tag: Mangaldeep

  • Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel

    Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel

    MUMBAI: Who needs sight to sense greatness? At Mangaldeep, fragrance creation is being reimagined, one heightened sense at a time. ITC Mangaldeep, India’s leading incense brand, is proving that scent goes beyond sensory pleasure, it can also be a catalyst for purpose, pride, and inclusion. With the expansion of its “Sixth Sense Panel” to 180 visually impaired individuals, the brand is building a fragrance development process where ability, not disability, takes centre stage.

    Launched in 2021, the initiative taps into the clinically established superpower of the visually impaired: an enhanced sense of smell. Now comprising panelists from Mumbai, Delhi, Hyderabad, Chennai and Kolkata with academic and professional credentials to match this one-of-a-kind team is actively shaping Mangaldeep’s latest offerings. So far, it has influenced hits like Sandal, Rose, Lavender, and Marigold incense variants.

    In June 2025, 30 new panelists completed a specialised olfactory training programme, where they fine-tuned their scent articulation across fragrance families from fruity to floral, woody to oudh. With access to Mangaldeep’s in-house experts and structured evaluation tools, these panellists are now key contributors to product innovation, turning scent into a shared language of dignity.

    “This is no CSR tokenism. The Sixth Sense Panel has become integral to how we develop fragrances,” said ITC Ltd divisional chief executive for agarbatti & matches business Gaurav Tayal. “It brings us perspectives we’d otherwise miss.”

    The initiative draws inspiration from research at the Massachusetts Eye and Ear Institute, which found that the visually impaired often possess superior olfactory faculties, a super-skill Mangaldeep is now mainstreaming into the fragrance industry.

    Former Blind Cricket World Cup winner Mahender Vaishna, now a panellist, called the experience “empowering and dignifying,” while Radio Udaan co-founder Minal Singhvi  credited the programme with helping her rediscover joy, confidence, and creative purpose.

    At its core, Mangaldeep’s inclusive innovation is about rewriting the narrative around disability not through sympathy, but through strength. In the process, it’s proving that the soul of scent lies not in how it’s seen, but in how deeply it’s felt.

    As brands across sectors explore meaningful inclusivity, Mangaldeep is lighting the way, one fragrant step at a time.

  • Mangaldeep by ITC enhances celebrations at Lord Ram Temple in Ayodhya with Khushboo Path

    Mangaldeep by ITC enhances celebrations at Lord Ram Temple in Ayodhya with Khushboo Path

    Mumbai: On the momentous inauguration of the Lord Ram Mandir in Ayodhya on the 22 of this month, Mangaldeep, ITC’s Agarbatti brand, is spearheading a series of initiatives to actively be a part of and enrich the celebrations of devotees during the inauguration and beyond. Mangaldeep has joined hands with the Shri Ram Janmbhoomi Teerth Kshetra to implement various initiatives in honour of the proud occasion – Nutan Vigrah Pran Prathisthra of Shri Ram Lallaji.

    As part of the association Mangaldeep has donated its flagship dhoop, the “Mangaldeep 3 in 1 Dhoop,” for six months from the Temple’s opening date. This gesture aims to facilitate the daily puja rituals for the pandits, ensuring a seamless and aromatic devotional experience.

    On the day of the inauguration, Mangaldeep will be enhancing the devotees’ spiritual experience by installing a unique “Khushboo Path” within the Temple premises. This fragrant corridor, adorned with 5-foot tall agarbattis, has been meticulously crafted to diffuse the auspicious fragrance of Mangaldeep agarbatti throughout the Temple. Visitors passing through these corridors will be immersed in the pure and divine aroma of the agarbatti, providing them with a truly uplifting and spiritual experience during their Temple visit.

    Two agarbatti stands have also been installed at ‘Ram Ki Phedi’ where devotees can light incense sticks and offer their prayers to Lord Ram. Mangaldeep has also provided platforms for Pujaris at river ghats as well as pooja outlets, hawker setups and umbrellas for shade in the markets of Ayodhya. To facilitate the management of large crowds and ensure a smooth flow of devotees, Mangaldeep will be also providing 300 barricades at the main Temple and over 100 barricades at the Temple entrance.

    Speaking about Mangaldeep’s initiatives in the run-up to the inauguration of the Lord Ram Temple, ITC’s Agarbatti Business chief executive Gaurav Tayal said “For us at Mangaldeep, it is indeed an honour to be a part of this historic and sacred event. Our mission is to serve as the enablers of devotion in Temples as well as at devotees’ homes. We are fully committed to ensuring a harmonious and enriching experience for all those participating in the festivities of the Ayodhya Lord Ram Temple. We express our sincere gratitude to the Shri Ram Janmbhoomi Teerth Kshetra for entrusting us with the opportunity to serve the devotees.”

    For the grand inauguration, Mangaldeep initiated the “Mangal Aarambh” campaign, the objective of which was to empower and train the key stakeholders in Ayodhya—priests, shopkeepers, and hotel owners—who play pivotal roles in welcoming devotees, both from within India and abroad.

    This comprehensive campaign comprised five rounds of Sabhas, focusing on crucial themes such as tourism packages, pooja variants, product knowledge and storytelling. Through these sessions, a total of 490 participants were meticulously trained to become proficient guides, pujaris, hawkers and caretakers. Their expertise is geared towards providing an enriching and beautiful experience to visitors to the pious city of Ayodhya.

    The inauguration of the Ayodhya Ram Mandir on 22 January will indeed mark a momentous occasion for devotees, establishing it as one of the most significant pilgrimage sites in India. The Temple is anticipated to emerge as a major religious and cultural centre, attracting millions of devotees from India and around the world. ITC’s incense stick brand Mangaldeep is honoured to be a participant in this auspicious beginning.

  • ITC’s Mangaldeep marks ‘Sixth Sense’ panel with #WorldSightDay Video

    ITC’s Mangaldeep marks ‘Sixth Sense’ panel with #WorldSightDay Video

    Mumbai: Mangaldeep, ITC’s agarbatti brand, has launched a new video on the occasion of World Sight Day, commemorating the contribution of its more than 150 visually impaired ITC Mangaldeep ‘Sixth Sense’ fragrance testers in the creation of unique and superior fragrance varieties of its products.

    ITC Mangaldeep has set up the flagship ‘Sixth Sense’ panels in Delhi, Kolkata, Mumbai, Hyderabad, and Chennai, to provide employment opportunities to visually challenged people by tapping into their keen olfactory abilities to improve it product offerings. Mangaldeep has made them a part of the fragrance evaluation process at the product testing stage, while supporting them with livelihood opportunities as well as empowering them with a sense of dignity and pride for being able to make an impact.

    It has recruited 150 plus ‘Sixth Sense’ panellists with assistance from self-help groups and NGOs and are given extensive training after they are onboarded.

    The heartwarming video shows a visually impaired individual walking through the by-lanes leading to his house and describing the surroundings around him by inhaling the aroma generated by households and shops selling food items and flowers. He then introduces himself and says that although he does not have the power of vision, he has superior olfactory abilities which has helped in earning a livelihood being an ITC Mangaldeep ‘Sixth Sense’ panellist and leading a dignified life.

    The video leaves a lasting impression and makes us realise how lucky are those human beings who can enjoy the world’s surroundings with their eyes. The video also highlights the resilient nature of visually impaired individuals and how they manage to tackle the numerous curveballs thrown by life with a genial smile.  

    The members of  Mangaldeep ‘Sixth Sense’ panel have been able to capture minute variations in fragrance strengths and are bringing in high value-addition in the olfactive matching of fragrances, a crucial process which involves matching a fragrance to a benchmark. This panel has played significant roles in the creation of unique and superior fragrance varieties of Sandal, Rose, Lavender and Marigold.

  • ITC’s Mangaldeep ropes in Odiya superstar Babushaan Mohanty as new brand ambassador

    ITC’s Mangaldeep ropes in Odiya superstar Babushaan Mohanty as new brand ambassador

    NEW DELHI: Mangaldeep, ITC’s Agarbatti brand has roped in Odia superstar Babushaan Mohanty for its agarbatti offering – the ‘Mangaldeep – Jagannath Temple’ agarbattis. This divine agarbatti is created by rural women of Odisha under the aegis of ORMAS (Odisha Rural Development and Marketing Society) and was launched by the chief minister of Odisha, Naveen Patnaik, during last year’s Rath Yatra festival.

    The Rath Yatra this year, will be seeing Babushaan endorse the Mangaldeep – Jagannath Temple agarbatti brand. The Superstar of Odia movies with a career spanning more than a decade, has given multiple hits and earned many awards. Babushaan, also a trained classical singer, will be endorsing the very special offering by Mangaldeep, dedicated to the people of Odisha.

    The ‘Mangaldeep – Jagannath Temple’ agarbatti pack is the most divine agarbatti specially crafted for Lord Jagannath’s devotees. The agarbatti offers innovative dual-fragrance sticks, with two differently coloured parts and are made with fragrances of items believed to be Lord Jagannath’s favourite (Tulsi, Neem, Chandan and Kasturi). The agarbattis are made by the rural women of Odisha under the aegis of ORMAS (Odisha Rural Development and Marketing Society), government of Odisha. The launch pack also has the approval from the Temple administration of Shree Jagannath Temple, Puri as a mark of credibility. For every pack sold by ITC, the company will donate a dedicated amount mentioned on the pack to the Shree Jagannath Temple, Puri on behalf of the devotees.

    These four pillars make the agarbatti a divine offering, that will help the devotees recreate the aura of the Jagannath Temple at home and make their daily puja a special experience.

    Speaking about the association,  ITC’s Agarbatti Business chief executive Ravi Rayavaram said “Babushaan will be endorsing the most divine agarbatti offering specially crafted for Lord Jagannath’s devotees called ‘Mangaldeep – Jagannath Temple’ agarbatti. We are happy that more local hands are joining for Mangaldeep’s mission of bringing home the divinity of Jagannath Puri temple. We are also very grateful of ORMAS and Shree Jagannath Temple, Puri who hailed the baton with us last year to launch this divine product for lacs of Lord Jagannath’s devotees. Babushaan, a devotee of Lord Jagannath and one of the most loved person in Odisha was a perfect fit for the brand to take this mission to every house in Odisha.”

    Babushaan Mohanty, said “It is a great pleasure to be associated with ITC’s Mangaldeep brand and that too for a divine product made for the people of Orissa. Mangaldeep Temple’s brand mission is to help consumers experience the divinity of the temple in their homes. I am excited to be a part of this mission.  I am also excited that the agarbatti provides a source of livelihood to many rural women of Odisha. ITC, ORMAS and the Shree Jagannath Temple, Puri have come together and I am happy to be associated with this unique initiative.  

    On the cusp of this year’s auspicious Rath Yatra festival, Mangaldeep will be airing a special TV program with the celebrity on TV during Rath Yatra. Babushaan will be coming to everyone’s home through TV with interesting stories about Lord Jagannath and the temple, along with views from the experts.

  • Mangaldeep’s conversation with God with Bhumika Chawla

    Mangaldeep’s conversation with God with Bhumika Chawla

    MUMBAI: ITC’s leading incense stick brand, Mangaldeep, has launched a unique ‘slice of life’ campaign that depicts everyday conversations with God.

    With Bhumika Chawla as the protagonist, the brand delves into moments amidst the daily hustle and bustle of life that essentially provides an opportunity for a serene prayer and an intimate conversation with the almighty. The campaign also highlights the unique positioning of ITC’s Mangaldeep, which through its range of divinely fragranced incense sticks brings about a sense of calm and comfort when the mind is anxious.

    The film opens with Bhumika Chawla amidst the daily morning rush at home, handling myriad aspects of a household and yet making time for a short but anxious prayer. The moment she lights the fragranced Mangaldeep incense sticks, a sense of calm prevails for a natural and peaceful conversation with God.

    ITC Ltd chief executive for agarbatti and safety matches business Ravi Rayavaram says, “Mangaldeep’s ‘Conversation with God’ campaign reflects the spiritual core of every Indian. Devotion, prayer and invoking good for everyone, is a way of life for many. This simple life truth promoted by Mangaldeep through its recent campaign is rooted in its core brand philosophy of enabling every individual’s pursuit of devotion. Bhumika Chawla personifies the life of every Indian woman and the challenging morning moments in her life.”

    R K SWAMY BBDO principal consultant Vivek Shenoy adds, “Unlike in a temple where there is a devotional ambience, in her everyday prayer space, the consumer struggles to connect with god unperturbed. In today’s day and age, prayer is often rushed, distracted and mechanical…even when we sit down to do it, a parallel monologue runs in the head that has nothing to do with connecting with the divine. The right fragrance can transform the mental state, creating the climate for that connection.”

    Available across retail outlets in India, ITC Mangaldeep is the second largest agarbatti brand in India and the only agarbatti brand with a large national presence.

    The Mangaldeep brand was launched and marketed by ITC’s Matches and Agarbattis Business Division since 2003. Within a decade of its launch, the brand achieved market leadership in the Dhoop category and a strong No.2 position in Agarbatti category with a combined consumer spend of over 750 crores.

    Mangaldeep’s vision is to be the most loved enabler and partner in people’s pursuit of devotion and spirituality. In this regard, the brand has extended beyond quality incense products into services such as devotional content and religious tourism through its Mobile app. By enabling the daily pursuit of devotion of over 4 lakh users, it is among the highest rated devotional apps in India.