Spreading a new smoke....

We all know that ITC is no longer just a cigarette making company; it has become much more than that; in fact quite a credible name in the field of agriculture, packaged foods. But did you know that ITC makes agarbatti’s or incense sticks too?

The company sells under the brand name of ‘Mangaldeep’ and it has matchboxes, agarbattis and even dhoops or sambrani. This business comes under the “other” category  and this segment had reported a topline of Rs.7626 crore in 9MFY17, clocking 20% growth.

This sector is dominated by the unorganized sector and in the organized, only two names exist – Mangaldeep and Cycle brand, which is the market leader from the NR group.

ITC has come up with a unique marketing strategy – it has tied up with temples like Vaishno Devi for use of Mangaldeep incense sticks in ‘puja thalis’. Value packs for households are also being pushed. And another innovation – there is a ‘Mangaldeep’ mobile app, which offers devotional content including bhajans and information on performing pujas.

So on one hand, the company makes sticks which people smoke and die and then on the other, it makes sticks for God – a sort of roundabout penance?