On the occasion of Ganesh Chaturthi, ITC’s leading brand Mangaldeep Agarbatti joined forces with Shree Siddhivinayak Ganapati Temple Trust of Mumbai and also with BRTC (Bamboo Research & Training Center), which is part of the Maharashtra Government to launch a very special and exclusive Agarbatti. This Agarbatti is offering their favourite fragrances to millions of Lord Ganapathi’s devotees.
It has also been said that Ganapathi has 32 different forms, which are Bal Ganapathi, Ekdanta Ganapathi, Vijaya Ganapathi, etc., all of which have their own meaning according to Hindu mythology. During this Ganesh Chaturthi, Mangaldeep honours all the kinds of Ganapathi worshipped in India with this special agarbatti “Mandaldeep Temple – Lord Ganesha’s favourite Agarbatti fragrance.” It includes the flowers offered to the Lord in the temple of Shree Siddhivinayak. This also has a dual scent rendered with the aid of products believed to be the favourite of Lord Siddhivinayak, i.e. Hibiscus and Marigold. Such agarbatti are rendered by the BRTC under them by rural women who work for it. It also has a reputation mark accepted by the Temple Trust.
For each pack to be sold, the ITC must indicate a certain amount that is specified in the pack to the temple trust on behalf of the devotees. This was launched by carrying out a campaign, i.e. #RoopAnekAgarbattiEk, narrating this with the tale of a different agarbatti to all kinds of Ganapathi. This is showed by two celebrities, Sonu Sood and Kajal Agrawal, who demonstrate their stories by using this agarbatti as their favourite form of Ganapathi. These agarbatti packs are available to customers in selected Reliance SMART stores and on the BigBasket e-commerce website.
While talking about the launch of the product Mr. Ravi Rayavaram, who is the Chief Executive Officer of ITC’s Agarbatti Business, said that, on the basis of this specially crafted innovative Mangaldeep Agarbatti, consumers could feel the divine of Shree Siddhivinayak Temple, which is known to be one of the most sacred temples in India. He also added that it also generates income for rural village women of the BRTC, who have also provided a livelihood for them.
Mr. TSK Reddy, Managing Director of the Maharashtra Bamboo Development Board, said that we want to promote this unique initiative for rural women to communicate with consumers. This relationship has produced a huge effect on the livelihoods of rural women in rural areas as they prepare the agarbatti with their love affection towards God. So, we BRTC are very happy to be associated with this special initiative.
