ITC’s Mangaldeep to spread its fragrance in Ayodhya to create Khushboo Path, augment devotees’ celebrations at the Lord Ram Temple

• Associates with Shri Ram Janmbhoomi Teerth Kshetra on the auspicious occasion of the Nutan Vigrah Pran Prathisthra of Shri Ram Lallaji
• Establishes 5-foot tall Mangaldeep Agarbattis to create Khusboo Path inside the Temple premises
• In the runup to the inauguration of the Temple, Mangaldeep launched “Mangal Aarambh” to train priests, shopkeepers and hotel owners of Ayodhya
  

Ayodhya / Mumbai, 18 January 2024: On the momentous inauguration of the Lord Ram Mandir in Ayodhya on the 22^nd 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 a duration of 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 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, Gaurav Tayal, Chief Executive, ITC’s Agarbatti Business, 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 January 22nd 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 center, 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.

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. Mangaldeep, its flagship brand, is today No.1 in the dhoop segment and No.2 in agarbattis in the country. The Business leverages the core strengths of ITC in nation-wide distribution and marketing, market insights, innovation, brand building, digitalisation, supply chain management, and differentiated packaging solutions to offer Indian consumers high quality agarbattis and dhoop. The business has also supported livelihoods for many in the country, a majority of whom are women. The brand also supports the cause of diversity and inclusion by setting up the ‘Mangaldeep Sixth Sense’ panel to provide employment opportunities to visually challenged people by tapping into their keen olfactory abilities to improve product offerings.