FRAGRANCE WITH PURPOSEITC Mangaldeep’s Sustainability Vision
At ITC Mangaldeep, every incense stick carries the fragrance of responsibility – Gaurav Tayal
In today’s evolving incenseindustry, sustainability is nolonger just a trend—it’s anecessity. At the forefront ofthis shift is ITC Mangaldeep, abrand that has reimaginedthe way incense can be made,marketed, and consumed—with responsibility at itscore. In this exclusiveconversation with SugandhIndia Magazine, Mr. GauravTayal, Divisional CEO –Matches & Agarbatti Division,ITC Ltd., delves into thebrand’s holistic sustainabilityjourney.
From empowering womenthrough self-help groups tolaunching bamboo-less andcharcoal-free incense sticks,Mangaldeep’s initiatives are areflection of ITC’s larger vision forsocial and environmental stewardship.Mr. Tayal shares how the brandbalances innovation, communityimpact, and market relevance —whilenavigating the complexities ofbuilding a sustainable supply chain ina traditional industry. Whether it’s
“We believe the future ofincense lies not just inhow it smells, but in howit’s made, sourced, andshared. Mangaldeep iscommitted to craftingproducts that carry bothfragrance and purpose.”
– Gaurav Tayal
transforming temple flowers intomeaningful products orpioneering recyclable packagingsolutions, Mangaldeep continuesto set benchmarks for a greener,more inclusive future.
How has ITC Mangaldeep’ssustainability focus evolved overthe years?
ITC Mangaldeep has been deeplyaligned with ITC’s commitment tosustainability, which is embedded inevery aspect of its diversifiedbusinesses. What began as acompliance-oriented approach hasevolved into a comprehensive,integrated strategy that combinesenvironmental stewardship withsocio-economic empowerment.Over the years, Mangaldeep hasactively partnered with women’sself-help groups (SHGs), supportedsmall-scale vendors, and promotedfair trade practices, ensuring that itsvalue chain benefits marginalizedcommunities. More recently, thebrand has demonstrated leadershipin innovation by introducingeco-friendly variants, such asbamboo-less and charcoal-freeincense sticks and launchingtemple-inspired product lines thatincorporate dried temple flowers.This multi-faceted approach reflectsMangaldeep’s endeavour toharmonize consumer needs,community welfare, andenvironmental responsibility.
What is the main challenge ITCMangaldeep faces in maintainingits sustainabilitystandards?
Sustainability for ITCMangaldeep is a dynamic journeythat requires continuous innovationand adaptation. Operating within anagri-and forestry-based value chainoffers uniqueopportunities to createmeaningful social andenvironmental impact, but it alsodemands careful stewardship toensure consistent quality and ethicalsourcing across a diverse suppliernetwork. Balancing the dualobjectives of empoweringcommunities, particularly womenand marginalized groups, whileadvancing environmental goalsrequires thoughtful interventionsthat are both inclusive and scalable.As consumer expectations evolveand regulatory frameworks advance,Mangaldeep remains committed toproactively refining its processes,building resilient supply chains, andinvesting in responsible innovationsthat enable the brand to deliverhigh-quality, sustainable productswhile creating shared value for allstakeholders.
“Mangaldeep has incorporated 20% Post-Consumer Resin (PCR)
content into its laminates, making it one of the first in the
category to adopt PCR in its packaging.”
How does ITC Mangaldeep’ssustainability performanceinfluence its market positioning?
Mangaldeep’s steadfast focus onsustainability and inclusive growthprovides a strong differentiator in ahighly competitive marketplace ofthe incense industry. Itscommitment to ethical sourcing,livelihood creation, and eco-friendlyinnovation resonates with a growingsegment of consumers whoprioritize responsible consumption.By offering premium, natural, andsocially responsible products,Mangaldeep has successfullyelevated its brand equity andstrengthened its presence in thepremium segment. Furthermore, itsparticipation in fair trade networksand adoption of globally recognizedcertifications, such as the FTOmark, have enhanced its credibilityand appeal in both domestic andinternational markets, reinforcingITC’s reputation as a responsibleand future-ready enterprise.
What specific materials does ITCMangaldeep use in its products topromote sustainability?
ITC Mangaldeep integratessustainability at the material levelthrough the thoughtful selection ofeco-friendly and naturalcomponents. The brand hasintroduced bamboo-less andcharcoal-free variants, significantlyreducing the reliance on forestresources and minimizing emissionsduring usage. Natural binders andfragrances are employed to ensure asafe and environmentally sensitiveproduct experience. Notably,Mangaldeep’s temple-inspired rangeincorporates dried flowers collectedfrom major temples, transformingsacred floral offerings intomeaningful products whilesimultaneously supporting localcommunities engaged in flowercollection and processing. While specifics onpackaging are continually being enhanced,ITC’s larger commitment to recyclable andsustainable packaging solutions extends toMangaldeep’s portfolio, further reinforcingits holistic approach to sustainability.
How does ITC Mangaldeep measure thesuccess of its sustainability initiatives?
Success forMangaldeep ismeasured through acomprehensive set ofimpact-drivenmetrics that reflectboth social andenvironmentalprogress.
Empoweringwomen throughself-help groupsis not CSR-it’sa core part ofoursupply chain.
On thesocial front, thebrand evaluates thescale of livelihoodgeneration, includingthe number ofwomen and small-scaleentrepreneursempowered and theincome opportunities created across its valuechain. Environmentally, Mangaldeep assessesits reductions in carbon emissions, wasteminimization, and decreased usage ofnon-renewable materials, in alignment withITC’s corporate-wide sustainabilityparameters. Market response, consumeradoption of sustainable product lines, andrecognition through certifications and awardsalso serve as key indicators of the brand’ssustainability performance and consumertrust.
How does ITC Mangaldeep’s ‘fragrance-lock’packaging contribute to sustainability?
The fragrance-lock packaging reflectsMangaldeep’s ongoing commitment tocombining product excellence withresponsible innovation. In a pioneering movewithin the agarbatti industry, Mangaldeephas incorporated 20% Post-Consumer Resin(PCR) content into its laminates, making itone of the first in the category to adopt PCRin its packaging. Additionally, the shift from aPET/PE structure to more recyclablematerials has further enhanced thepackaging’s sustainability profile. Whileensuring that the aroma and quality of theincense sticks are preserved over extendedperiods, reducing spoilage and wastage, theseadvancements also significantly lower theenvironmental footprint by optimizingmaterial usage and promoting circularity.This integrated approach not only elevatesconsumer satisfaction but also reinforcesMangaldeep’s broader commitment tosustainable packaging and responsibleconsumption.
