Varanasi,Sep 29 : 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.
ITC’s Mangaldeep was producing these agarbattis in Chandauli with the help of rural women through the ITC e-Choupal initiative. The engagement of rural women to manufacture 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 the Mangaldeep ‘Temple’ sub-brand, we aspire to bring the enriching experience of the temple closer to the devotees. Under ITC’s CSR initiative called “Mangaldeep Green Temple.”
CEO, Kashi Vishwanath Temple Trust Vishal Singh said, ''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.'' (UNI)