ITC Mangaldeep to incense Ayodhya Temple

Mangaldeep, ITC’s Agarbatti brand will be spearheading a unique series of initiatives at the holy city of ayodhya to mark the momentous occassion of the “Pran Pratishta” – temple consecration of the upcoming Lord Shri ram Mandir.

ITC Ltd. 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.

The brand has donated six-month’s requirements of dhoop (agarbatti) to the upcoming temple. Mangaldeep will be enhancing the devotees’ spiritual experience by installing a unique “Khushboo Path” within the Temple premises.

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“, he added.

Mangaldeep had initiated the “Mangal Aarambh” campaign, through which key stakeholders in Ayodhya—priests, shopkeepers, and hotel owners—who play pivotal roles in welcoming devotees, both from within India and abroad were trained on various aspects.

The comprehensive campaign comprised of five rounds including 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.

Mangaldeep, is among the flagship brands of ITC Ltd. and is today No.1 in the dhoop segment and No.2 in agarbattis in the country.

The brand alsosupports 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.

During the initial days of the temple consecration, around 300,000 devotees are expected to visit the holy town of Ayodhya. To draw a comparison, Tirupati Balaji Temple attracts over 70,000 devotees everyday while the Taj Mahal at Agra draws over 40,000 Indian and International tourists everyday and is currently the most visited tourist destination in India.