ITC Mangaldeep, one of India’s leading incense brands, has unveiled refreshed and new variants of its popular Anushri agarbatti line, specifically tailored for the West Bengal market. The launch event, held in Kolkata, brought together over 100 key trade partners, underscoring the brand’s growing reach and strong regional partnerships.
The revamped Anushri Yellow pack now features a new fragrance, while two new variants—Lily Blossom and Deluxe—have been introduced to cater to evolving consumer preferences. To enhance value, ITC Mangaldeep has added 20% extra sticks per pack, offering 60 sticks to meet monthly devotional needs.
“Anushri has been a cornerstone of the Mangaldeep portfolio,” said Gaurav Tayal, Divisional CEO, Agarbatti & Matches Division, ITC Ltd. “These offerings reflect feedback from loyal consumers and reaffirm our commitment to value and excellence, especially in a dynamic market like Bengal.” In Kolkata, the new variants are expected to drive higher shelf visibility and consumer engagement, particularly in the city’s bustling devotional product segment. Retailers anticipate increased footfall and repeat purchases owing to the brand’s strong emotional connect and competitive pricing.
