What happens when an enterprise links its Diversity, Equity and Inclusivity #DEI goals with business objectives? Innovation is unleashed.

That's the story of the Mangaldeep Sixth Sense Panel! At a time when ITC was exploring myriad ways to align businesses and DEI objectives, its Agarbattis Business found an innovative solution. The Business set up the Mangaldeep Sixth Sense panel - a team of visually challenged individuals - who have a sharper sense of smell - came together to become fragrance testers.

Now, this purpose-led initiative opens up a new source of competitive advantage for the business, reports Brandequity.

To know more about this initiative, read the article here :
https://brandequity.economictimes.indiatimes.com/news/marketing/itc-and-a-business-case-for-diversity-equity-and-inclusion-saturday-solologues/106786371