The Hindu Business Line Jul 15, 2024

In an exclusive with The Hindu Businessline , Gaurav Tayal, Chief Executive, Matches and Agarbatti Business, ITC, states, "today, consumers are looking for a bit more from their incense sticks than just a devotional offering. They are thinking about how these products can create an overall calming and positive atmosphere and if they can offer people at home a sensorial experience." He further notes, "We leveraged the Group's consumer research strength and have been able to catch and cater to emerging trends."

Read the report in its entirety to know more on how ITC's Mangaldeep is foraying into premium fragrances, gauging consumer preferences through digital analytics and exploring the gifting potential of the brand :
https://www.thehindubusinessline.com/specials/corporate-file/itc-mangaldeeps-fragrant-new-forays/article68392493.ece