ITC Mangaldeep has launched two premium charcoal-free agarbatti variants, Temple Sandal Gold and Scent Cool Splash, expanding its fragrance portfolio ahead of the festive season.
Temple Sandal Gold combines natural sandalwood powder with Javadu-inspired notes to recreate the rich, serene fragrance associated with traditional temple sandalwood. Scent Cool Splash, the latest addition to the Mangaldeep Scent range, offers a refreshing fragrance designed to revitalise living spaces and complement contemporary lifestyles.
Both products are premium charcoal-free masala agarbattis, developed to cater to consumers seeking fragrances for devotional rituals as well as everyday use.
RohitDogra, chief executive of ITC Ltd’s Matches &Agarbatti Business Division, said the launches aim to meet evolving consumer preferences by combining traditional fragrance experiences with contemporary choices. He added that the festive season offers an opportunity to connect with consumers through products reflecting both heritage and changing lifestyles.
In Kolkata, the launches could tap into demand for agarbattis during Durga Puja-related observances, Kali Puja and other religious occasions, while the Cool Splash variant may appeal to urban households seeking fresh home fragrances. The products enter a competitive incense market where fragrance differentiation and premium positioning are important factors.
Both variants are available at retail stores and marts across India in packs of 40 sticks, priced at ₹150 each. The launches strengthen Mangaldeep’s premium portfolio across devotional and everyday fragrance segments.