The
unique launch befittingly coincides with the Ganesh Chaturthi celebrations
Mangaldeep, ITC’s leading
Agarbatti brand has joined hands with the reverent Shree Siddhivinayak Ganapati
Temple Trust of Mumbai as well as with BRTC (Bamboo Research & Training
Center), Govt. of Maharashtra, to launch a very special and unique agarbatti
offering – the ‘Mangaldeep Temple – Lord Ganesha’s favourite fragrances
Agarbatti pack dedicated to millions of Lord Ganapathi’s devotees.
This unique launch befittingly coincides with the celebrations of Ganesh
Chaturthi starting from Saturday, 22nd August.
It is
believed that Ganapathi has 32 different forms - Bal Ganapathi, Ekdanta
Ganapathi, Vijaya Ganapathi etc. each having its own significance in mythology.
This Ganesh Chaturthi, Mangaldeep celebrates all the forms of Ganapathi
worshipped across India with the launch of this special agarbatti - “Mangaldeep
Temple – Lord Ganesha’s favourite fragrances Agarbatti”.
The ‘Mangaldeep Temple – Lord Ganesha’s favourite
fragrances agarbatti” is a divine agarbatti specially crafted for
Lord Ganapathi’s devotees. The agarbatti contains the flowers offered to the
Lord at Shree Siddhivinayak Temple. It is an innovative dual-fragrance
agarbatti, made with fragrances of items believed to be Lord Siddhivinayak’s
favourite – Hibiscus and Marigold. The agarbattis are made by rural women of
Maharashtra, working under the aegis of BRTC (Bamboo Research & Training
Center), Pomburna, Government of Maharashtra. The pack also has the approval of
the Shree Siddhivinayak Temple Trust as a mark of credibility. For every pack
sold by ITC, the company will contribute a dedicated amount mentioned on the
pack to the Shree Siddhivinayak Temple Trust, on behalf of the devotees.
The
launch is supported by a digital campaign #RoopAnekAgarbattiEk, to narrate the
story of one special Agarbatti for all forms of Ganapathi. The
concept will be brought alive by national celebrities Sonu Sood and Kajal
Aggarwal, who will regale us with stories around their favorite form of
Ganapathi and his special agarbatti while they celebrate Ganesh Chaturthi this
year from their homes. Consumers will be able to buy the Mangaldeep Temple
– Lord Ganesha’s favourite fragrances agarbatti pack from select Reliance
SMART stores and ecommerce platform BigBasket.
Mangaldeep Brand & Business information: The Agarbatti business is an integral part of ITC’s business strategy of creating multiple drivers of growth in the FMCG sector. This Business has sustained its growth momentum anchored on a robust product portfolio and distribution reach. ITC sources Agarbattis (Incense sticks) from the small-scale and cottage unit since 2003. It has supported the creation of livelihoods for more than 10,000 people in the country, many of whom belong to the weaker sections of society. ITC is also building a bamboo-to-agarbatti value chain anchored by the Mangaldeep brand that will create livelihoods by promoting bamboo cultivation, whilst enabling import substitution.
This Business with its
flagship brand Mangaldeep leverages the core strengths of ITC in nation-wide
distribution and marketing, brand building, supply chain management,
manufacture of high-quality paperboards and creating innovative packaging
solutions to offer Indian consumers high quality Agarbattis through the brand
Mangaldeep. In line with ITC’s philosophy of triple bottom line to drive
economic, social and environmental capital, Mangaldeep has been working with
popular temples to convert organic waste at their premises into biogas and
manure. This “Mangaldeep Green Temple” initiative through ITC’s Mission Sunehra
Kal program, has already been installed at 4 temples in Tamil Nadu.
New Delhi, 20 August 2020