Financial Daily from THE HINDU group of publications
Tuesday, Aug 09, 2005


News
Features
Stocks
Port Info
Archives
Google

Group Sites

Marketing - Brands


ITC rolls out new `5-in-1' agarbattis under Mangaldeep brand

Mohan Padmanabhan

Kolkata , Aug. 8

ITC Ltd, maker of Mangaldeep brand of agarbattis, has launched a `5-in-1' product.

Mr R. Srinivasan, Member, Corporate Management Committee of ITC, told Business Line, besides the all-India distribution reach and well thought out media campaigns, what has really helped Mangaldeep brand agarbattis was the selection of fragrances through a scientific approach based on consumer preferences. The company's vendor development programmes, including stabilisation of operations in Tripura, have enabled ITC to fortify its presence in the Rs 1,200-crore market for agarbattis, he said.

He said the market, dominated by strong regional players, had shown a growth of 6-7 per cent in 2004 over that in the previous year.

The 5-in-one product comes in two packs — Rs 10 for 25 sticks and Rs 30 for 100 sticks. The two new additional fragrances are `Aeon' and `Amalum', besides the usual Sandal, Bouquet and Jasmine. According to Mr V.M. Rajasekharan, CEO of the Agarbatti SBU of ITC, the new fragrances have been developed in-house after intensive research at the Group Laboratory. Pointing out that the idea was to provide superior value for the consumer nationally, he said the thrust strategies have to be on region-specific preferences, considering that market leaders such as the Bangalore-based NRR (owner of the Cycle brand), with some 1,800 million sticks per annum, have a very strong in the `3-in-one' market segment. Mangaldeep now sells around 1,200 million sticks per annum. He said Mangaldeep's success as a superior product could be gauged from the fact that already there were Mangaldeep look-alikes in the market.

ITC sources agarbattis entirely through the cottage-SSI chain.He said the Durbar agarbattis (masala battis brand from ITC) have a strong demand in Andhra Pradesh (an estimated Rs 40-crore market).

Besides the recent bamboo development programme initiative, in collaboration with the Tripura Government, ITC is now on the look-out for tie-ups with various NGOs to give a leg up to Government of India's rural employment generation programme. ITC is working with organisations such as Aurobindo Ashram, Pondicherry, Sri Sri Ravi Shankar's Art of Living, Bangalore, and `Seva', in Mongyr, Bihar, for rolling of agarbattis by village women.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page


TMB Ltd

Stories in this Section
TCL India Holdings plans to set up CTV plant


Parle Agro plans confectionery foray
Zee Sports bags telecast rights for Afro-Asian Cup
DHL launches time-bound service
New head at Ogilvy Landscapes
Sonata Information to distribute PatchLink's software solutions
LIC market share dips in June quarter
Mumbai floods do a tsunamy for news channels
AI makes subtle changes in logo — To take on competition
ITC rolls out new `5-in-1' agarbattis under Mangaldeep brand
Pesticide content issue — Pepsi, Coke move SC on Rajasthan HC directive
J&J can keep the `baby', but with a caution!
Flower Bazaar still blooms for some vendors
Zee alleges sabotage of phone services during game show
Texas Instruments unveils single-chip mobile solution
Sensor kit to detect gas leakages slated for launch
Star One plans another game show


The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | The Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2005, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line