How ITC’s Mangaldeep has strategically positioned itself as more than just a fragrance

The incense stick (agarbatti) industry plays a vital role during Diwali, as many families incorporate incense into their rituals and celebrations. This tradition creates a unique opportunity for brands to resonate with consumers’ spiritual practices while offering products that elevate the festive atmosphere.

In conversation with Adgully, Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business (MAB) at ITC, speaks about the company’s strategic initiatives for Diwali, the evolving significance of incense in contemporary celebrations, and how the company aims to enhance consumers’ festive experiences.

Mangaldeep has a rich heritage in the incense stick market. How has the brand evolved over the years to stay relevant in a rapidly changing consumer landscape?

Mangaldeep, a well-established brand in the Indian incense stick market, has evolved significantly over the years to maintain its relevance in an increasingly dynamic consumer landscape. Diversifying of product range, coupled with the premiumization strategy, has catered to evolving preferences of consumers seeking a variety of scents. This move aligns with consumers who are willing to pay more for superior quality and an enhanced sensory experience during prayers. Mangaldeep has strategically positioned itself as more than just a product for fragrance. Through collaborations with major temples like Ayodhya and various religious bodies, the brand emphasizes its deep connection with tradition, making it a part of daily devotional practices. Their use of the “Mangaldeep 6th Sense Panel,” which involves members who cannot see, but have heightened senses of smell, ensures exceptional fragrance quality. Simultaneously, Mangaldeep connects with the spiritual core of consumers through its latest campaign, “Dil Se Karo Baat Bhagwan Ke Saath” campaign, blending tradition with new-age spirituality. Lastly, Mangaldeep has tailored its products to cater to regional preferences. Different regions in India have distinct cultural practices, and Mangaldeep has created specific products and fragrances to meet these localized needs, further deepening its connection with diverse consumer groups. Through these strategies, Mangaldeep has managed to maintain its stronghold in the market while appealing to both traditional and modern consumers, ensuring that the brand remains relevant amid shifting consumer behaviours and preferences.

What inspired Mangaldeep to venture into the luxury gifting segment, and how does this new line differentiate itself from your traditional offerings?

The FMCG market has seen a strong shift toward premiumization, with consumers seeking more than just products – they want enriched experiences. This trend extends to the incense market, where devotees now desire more sophisticated, multi-sensory experiences during prayers and rituals. Mangaldeep being the enabler of devotion ventured into the luxury gifting segment as the opportunity within the incense gifting category is rapidly growing, driven by consumer demand for spiritual wellness. By offering premium products specifically crafted for occasions such as morning rituals, special pujas, and housewarming rituals, we provide meaningful, elevated gifting options that align with modern devotional practices. Mangaldeep recognizes this opportunity to enhance consumers’ spiritual experiences through premium offerings.

As devotion becomes more personalized and intimate, we aim to provide fragrances that resonate on a deeper level. We believe that incense is more than just a product – it is a bridge between the devotee and their faith. Our premium range focuses on using the finest natural ingredients and essential oils to create complex, long-lasting fragrances that elevate every ritual. Through this approach, Mangaldeep aspires to not just meet, but exceed consumer expectations, offering them the finest incense products that transform everyday moments of devotion into something extraordinary.

Could you provide an overview of Mangaldeep’s new product lineup? How do these offerings reflect the brand’s commitment to purity and tradition?

Mangal Morning Giftbox – Discover the Mangal Mornings Giftbox, thoughtfully curated inspired by the serenity of morning rituals. This box features calming incense with wooden stands, nourishing nuts, soothing tea, and uplifting affirmation cards. Whether for yourself or as a thoughtful gift, it invites you to start your day with positivity and clarity. Perfect for anyone looking to begin their day with intention and joy.

Temple treasures Giftbox – Experience our Temple Treasures Giftbox, a unique offering that captures the sacred essence of Kedarnath and Badrinath Temples. This special collection features incense crafted from blessed flowers used in the ceremonies of Kedarnath and Badrinath. Each incense stick carries the spiritual aroma of these holy sites. Perfect for anyone seeking to enrich their spiritual practice or as a meaningful gift to share the essence of devotion.

Diwali Giftbox – Celebrate the spirit of Diwali with our Mangaldeep Diwali Giftbox, a comprehensive collection designed to elevate your rituals. This all-in-one set includes everything you need for traditional celebrations, from Plantable toran, aromatic Dhoop cones to auspicious Shubh Labh decorations, this giftbox has it all. Perfect for bringing brightness and dazzle to your celebrations while making your festivities both joyful and meaningful.

Durga Pujo Box – The box is specially curated to celebrate the spirit of Durga Puja with a collection of premium fragrances. This box is perfect for those bringing an elevated sense of celebrations to their Pujo celebrations.

Temple Dhoop Sticks & Cones – Experience the divine purity of temple rituals with Mangaldeep Temple Dhoop Cones & Sticks. This dhoop cones pack combines two distinct fragrances – each capturing the essence of Sandalwood and Patchouli. While Javadu Dhoop sticks give you pleasant atmosphere. They bring home the sacred aura of temples creating a soothing, long-lasting fragrance that purifies the air and elevates your spiritual atmosphere.

Scent Dhoop Sticks & Cones – House of Mangaldeep brings you a new variant of Scent Dhoop cones with infused fragrances of Lavender and Amber. Scent Dhoop Sticks infused of rich black oudh fragrance. They bring a touch of modern luxury to your prayers.

How does Mangaldeep define “affordable luxury”, and what strategies do you have in place to ensure that your new luxury gifting products remain accessible to a broader consumer demographic?

At Mangaldeep, we define affordable luxury as offering premium fragrances that elevate devotional experiences while remaining accessible to a broad consumer base. Our strategy focuses on delivering high-quality products using natural, superior ingredients, without compromising on affordability. Ensure our new luxury gifting products are within reach for a wider demographic, we have optimized production by leveraging efficient manufacturing processes and sourcing to manage costs. This allows us to offer enriched, long-lasting fragrances at competitive prices. Additionally, we are expanding our distribution through both online and offline channels, ensuring that these premium offerings are easily available to all. Our aim is to make luxury feel attainable, allowing more consumers to experience elevated devotion through our affordable, yet high-quality products.

With the growing trend of luxury gifting, particularly during festive seasons, what consumer insights have you observed that influenced this strategic decision?

The growing trend of luxury gifting has been shaped by several key consumer insights that have influenced our strategic decision at Mangaldeep. Firstly, consumers are increasingly seeking gifts that offer a sense of exclusivity and thoughtfulness. In today’s market, luxury gifts are seen to express care and appreciation through products that stand out in terms of quality and experience. We have also observed that consumers now prefer gifts that have a deeper, more personal meaning – especially in the devotional space. With rituals and spirituality becoming more intimate, there is a rising demand for products that not only serve a functional purpose but also enhance the emotional and sensory experience during prayers.

Furthermore, consumers are gravitating toward products that combine aesthetics with purpose, making beautifully crafted, premium incense and dhoop a perfect gifting option for special occasions. By tapping into these insights, we have developed our luxury gifting range to meet the desire for meaningful, high-quality gifts that enrich devotional practices, while still being accessible to a wide audience.

What challenges do you face in terms of government regulations regarding product safety and quality in the incense stick industry, and how are you addressing these?

In the incense stick industry, adhering to government regulations on product safety and quality is a priority. These regulations focus on ensuring that products are made using safe, approved ingredients and that they meet specific emission standards to protect consumer health and the environment. Mangaldeep is fully committed to complying with all relevant regulations. We ensure that our products are manufactured with high-quality, safe ingredients and undergo rigorous testing to meet both safety and quality standards. We conduct regular audits to ensure we are complying all regulations and have always been a responsible player in this industry.

In light of recent market trends, how has your advertising spend evolved over the past few years, particularly in the luxury segment?

In response to recent market trends, Mangaldeep has significantly shifted its advertising spend towards digital mediums to align with evolving consumer behaviour. Recognizing the growing influence of online platforms, the has increased focus on digital campaigns. We now run targeted online campaigns, product-focused films, and comprehensive media plans to highlight our premium offerings. Our social media handles play a crucial role in promoting these products through influencer collaborations, static posts, and engaging GIFs. This shift ensures that the brand remains relevant and top-of-mind in a rapidly changing digital landscape.

Additionally, in-store visibility ensures our Premium products are prominently displayed for offline consumers, creating a balanced approach that integrates both online and offline marketing strategies to effectively connect with our audience. This balanced approach enables us to effectively promote our premium range while adapting to the evolving retail landscape.

What role does media coverage play in your marketing strategy for the luxury gifting products? How do you plan to engage with the media to generate buzz around this launch?

Media coverage is crucial to Mangaldeep’s strategy for promoting our gifting and premium range, as it helps create visibility and build excitement. To generate buzz around the launch, we plan to engage the media through targeted press releases, and exclusive product previews. We have capitalized on the rising trend of quick commerce to collaborate with platforms to run exclusive promotions. Additionally, we will schedule interviews with key publications to highlight the story behind our premium range. These efforts along with running targeted digital campaigns will further amplify awareness, ensuring broad coverage and position our products as premium gifting options. By integrating media buzz with digital and quick commerce platforms, Mangaldeep maintains a string, adaptive presence in the modern marketplace.

How do you measure the return on investment (ROI) for your advertising campaigns, particularly in the context of launching a new premium product range?

To measure the effectiveness of our advertising spends for launching a new premium product range, we evaluate several key aspects. For digital campaigns, we track brand awareness through impressions, reach, and engagement, while also measuring consumer sentiment via social media interactions, feedback, and product reviews. For media campaigns, we assess the media coverage, earned media value, and visibility generated from PR efforts, influencer collaborations, and product placements. We also monitor sales performance across General Trade, e-commerce, and key account channels to measure direct impact. Return on advertising spend (ROAS) is a critical metric, ensuring that all our campaigns, whether digital, media, or in-store visibility, translate into measurable results and drive both brand growth and sales. This comprehensive approach helps optimize our advertising strategy for maximum impact.

Are there any upcoming innovations or product lines that you are excited about that align with Mangaldeep’s vision for the future?

Yes, Mangaldeep is excited about several upcoming innovations that align with our vision for the future. We are focusing on expanding into category adjacencies that complement our core incense offerings, as seen in the recent launch of camphor products. These new lines tap into the growing consumer demand for products that enhance devotional rituals, offering purity and tradition in different forms. Mangaldeep is always excited about innovations that align with our future vision, including expanding into category adjacencies like camphor, which we have recently launched. These innovations reflect our commitment to enhancing both the devotional and sensory experiences of our consumers.