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ITC’s Mangaldeep Agarbattis Crafts a Unique Offering on the Occasion of the Mahashivaratri

Dedicated to Lord Baba Vishwanath of the Reverent Kashi Temple

Mangaldeep Erects Giant Shivalinga of Fabric Cloth Flowers at Assi Ghat, Varanasi on the Auspicious Occasion of Mahashivratri

Brand joins hands with the reverent Shri Kashi Vishwanath Temple Trust of Varanasi and women of Chandauli village.

New Delhi, 20 February 2020: Mangaldeep, ITC’s Agarbatti brand, has joined hands with the reverent Shri Kashi Vishwanath Temple Trust of Varanasi as well as the local women of Chandauli village leveraging ITC’s e-Choupal ecosystem to introduce a very special agarbatti offering–the ‘Mangaldeep Temple—Baba Vishwanath’ agarbattis pack dedicated to Baba Vishwanath. The ‘Mangaldeep Temple—Baba Vishwanath’ agarbatti pack is a unique agarbatti, which contains the same flowers that are offered to Baba Vishwanath. The agarbattis contain the fragrances of Dhatura and Lotus, which are considered to be Baba Vishwanath’s favourite offerings.

These agarbattis are made with love and devotion of the local women of Chandauli for Baba Vishwanath, whom they sincerely worship.  The unique agarbatti offering has been made even more special with active support from the Kashi Vishwanath Temple Trust and carries the Temple’s logo in each pack. ITC will donate a fixed amount (as mentioned on the pack) to the Baba Vishwanath temple on the sale of each pack thereby praying for the buyers’ well-being. The Mangaldeep Temple – Baba Vishwanath agarbatti pack was recently dedicated to all devotees by the Honourable Chief Minister of Uttar Pradesh, Shri Yogi Adityanath Ji.

Additionally, Mangaldeep is dedicating to the devotees of Lord Shiva, by installing a giant Shivalinga, at the landmark Assi Ghat, Varanasi. The structure, measuring 8 feet in height and 6 feet across at the base, would be installed on the occasion of the auspicious day of Mahashivratri, the 21st Feb 2020. It shall be covered fully in a mix of cloth-fabricated pink Lotus and white Dhatura flowers.

Speaking on the occassion, Mr. Ravi Rayavaram, Divisional Chief Executive, ITC’s Matches and Agarbatti Business, said “The occasion of Maha Shivratri holds a place of deep and venerable significance to the millions of Lord Shiva worshippers. We have, through our humble efforts, endeavored to enrich the festivity of the day by installing this Shivalinga on the banks of river Ganga, which is sure to inspire piety and religious fervor amongst all devotees. The Mangaldeep brand stands nobler with the endorsement of the Kashi Vishwanath Temple Trust and we thank them for their continued trust and support. Through the unique agarbatti, Mangaldeep continues to enable devotees experience the divinity of the God and Temple in their homes”.

Devotees will also be able to light the ‘Mangaldeep Temple—Baba Vishwanath agarbatti’ at the Assi Ghat to experience its divine fragrance and even purchase the product from the Baba Vishwanath temple store.

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 offerings in the temple premises into biogas or compost. This “Mangaldeep Green Temple” initiative through ITC’s Mission Sunehra Kal program, has already been installed at four temples in Tamil Nadu.

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