Business EconomyPosted at: Sep 29 2019 2:00PM


ITC launches Mangaldeep Temple-baba Vishwanath agarbatti

Varanasi,Sep 29(UNI) Mangaldeep, ITC’s Agarbatti brand has joined hands with the reverent Shri Kashi Vishwanath Temple Trust of Varanasi and the local women in Chandauli under ITC e-choupal initiative, to launch a very special and divine agarbatti offering– the ‘Mangaldeep Temple - Baba Vishwanath’ agarbatti pack, dedicated to the devotees of Lord Shiva.
The launch of the unique offering from Mangaldeep was graced by Uttar Pradesh Chief Minister Yogi Adityanath on Sunday at the temple premises.
ITC officials, CEO of the Kashi Vishwanath Temple trust Vishal Singh, the rural women of Chandauli who make these agarbattis and other key representatives from the Shri Kashi Vishwanath Temple Trust were also present on the occasion.
The new agarbatti offering from Mangaldeep was a first-of-its-kind innovation that has two fragrance sections in the same agarbatti, colored differently and has been specially crafted with Lord Vishwanath’s favourite fragrances, Dhatura and Lotus.
These agarbattis also contain the divine offerings that was being offered by the devotees to Baba Vishwanath at the temple. The flowers were collected at the temple and transported to the manufacturing facility where they were processed and added into these specially crafted agarbattis.
The agarbattiis aimed at providing a unique offering for all devotees of Shiva across the country and to bring the divinity of the Baba Vishwanath Temple into every home.
ITC’s Mangaldeep was producing these agarbattis in Chandauli with the help of rural women through the ITC e-Choupal initiative. The engagement ofrural womento manufacture the agarbattis has enabled women empowerment through livelihood creation. The Shri Kashi Vishwanath Temple Trust of Varanasi has also lent their valuable support towards this unique initiative.
Speaking at the launch of the product, Chief Executive, ITC’s Agarbatti Business, said Ravi Rayavaram, ''Through this specially crafted innovative of Mangaldeep agarbatti, it has been our endeavour to enable consumers to feel the divinity of the famous Kashi Vishwanath temple in their homes, every time they light the agarbatti. Through the Mangaldeep ‘Temple’ sub-brand, we aspire to bring the enriching experience of the temple closer to the devotees. Our new offerings are made with the love and devotion of local women for Baba Vishwanath in Chandauli, whom they sincerely worship. Under ITC’s CSR initiative called “Mangadeep Green Temple”, we will also be installing in the near future, composter equipment for treating the sacred offerings to the god in a sustainable manner. I would also like to express my gratitude to the Temple Trust for their support to this landmark initiative.”

CEO, Kashi Vishwanath Temple Trust Vishal Singh said, ''We are extremely happy about this joint initiative with ITC’s Mangaldeep brand. The agarbatti is divine and ‘one of its kind’, because it contains offerings made to Baba Vishwanath by his devotees and also carries the symbol of the Kashi Vishwanath temple on the pack as a mark of credibility. We are excited that the agarbattis are made by rural women of Uttar Pradesh thereby providing them a source of livelihood. The Rs 120 MRP special box pack is available to devotees at the Kashi Vishwanath Mandir Nyas.''
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