» The trade meeting emphasizedemerging consumer trends and the brand’s vision for the devotional &wellness segment
GUJARAT, AHMEDABAD 9th JUNE 2025: ITC’s Mangaldeep, India’s leading incense brand, recently convened a high-impact Trade Meet in Ahmedabad, Gujarat, bringing together over 100+ leading distributors and wholesalers from across the region. The event highlighted the brand’s commitment to building strong partnerships and its continued focus on innovation in the devotional products category.
With India’s incense industry witnessing consistent growth, the meet served as a platform to spotlight Mangaldeep’s focus on addressing shifting consumer preferences, particularly the blend of devotion and wellness. As part of this vision, trade partners were introduced to the Mangaldeep Scent range, a portfolio curated across price points, offering innovative formats that resonate with younger, urban audiences. The new-age collection, including Mangaldeep Scent 3-in-1, received an enthusiastic response, reflecting a growing alignment with evolving lifestyle trends.
Speaking about the brand’s evolving role, Mr Gaurav Tayal, Divisional CEO of Matches and Agarbatti Division at ITC, said,”Today’s consumer is rooted in tradition but also seeks relevance in a fast-changing world. At Mangaldeep, we are deeply attuned to these shifts and continue to innovate formats and experiences that connect emotionally while offering contemporary convenience. Gujarat has been a key market for us, and this meeting is a step forward in strengthening our relationships with our trade partners in the region.”
At the event, Mangaldeep introduced its latest category innovation, Dry Dhoop Sticks (Classic & Signature Range), marking the entry of this format into the Gujarat market. The offering is aligned with the rising demand for cleaner, convenient formats that preserve ritualistic values while catering to modern lifestyles.
“At Mangaldeep, innovation is deeply intertwined with our purpose. We are not just creating products; we are curating experiences that reflect the spiritual and emotional aspirations of modern India. Whether through premium offerings or unique formats of incense, we are constantly reimagining how fragrance can enrich everyday moments of devotion and mindfulness.” Said Atul Pujar, Head of Marketing of Matches and Agarbati Division at ITC.
The event also provided an opportunity to showcase Mangaldeep’s evolution into a brand that brings innovative fragrances across diverse formats, offering both traditional and contemporary incense solutions. The enthusiastic turnout and engagement from the trade community highlighted the growing confidence in Mangaldeep’s product roadmap and its ability to stay ahead of consumer trends in the region.
