ITC’s Mangaldeep launches Treya, a three-in-one pack of devotional fragrances

ITC’s Mangaldeep launches Treya, a three-in-one pack of devotional fragrances

Chennai, 16 September 2017: On the eve of the festive occasions of Navrathri and Durga Puja, Mangaldeep, the agarbatti brand of ITC, today launched Treya, a new and unique brand of puja Agarbattis. Treya, or ‘the balance of three,’ celebrates the powers of the three devis – Saraswati (Wisdom), Lakshmi (Prosperity) and Durga (Strength) – that reside in every woman. The Treya three-in-one combo pack of puja agarbattis offer three distinct fragrances within a single pack. The three devotional fragrances within one packet present both variety and convenience in the consumer’s daily puja. Celebrating the power of womanhood, Treya is a tribute to every woman praying to achieve for herself and for her family the balance of three – wisdom, prosperity and strength.

Mr. V.M. Rajasekharan, Chief Executive, ITC’s Agarbatti division, said “Treya as a brand is about celebration and devotion. It celebrates a woman’s aspirations and how she strikes a balance among wisdom, prosperity and strength. The unique three-in-one combo pack with different fragrances is a differentiated offering for consumers. The launch of Treya is another endeavor from Mangaldeep to align to the needs and preferences of our consumers. As the leading puja agarbattis brand we see Mangaldeep to be an important contributor to the devotional and spiritual life of our customers.”

Celebrating the Treya in every woman, a special film and song have been created for Treya, crafted by the famous film maker and cinematographer Rajeev Menon and singer Karthik. The sloka, Tvam Shakti Treya Atmakaha, or ‘the power of three resides in you’ is at the core of the film and runs throughout the length of the film.

The launch of Treya coincides with Navarathri, a festival filled with joy and celebration. Treya will be launched at the beginning of a two-day long cultural programme in Chennai celebrating the three goddesses, Saraswati, Lakshmi and Durga. Sponsored by Treya, the event will see young artists coming together and paying respect to Goddess Saraswati. Veenai Isai will have 50 music students, teachers playing in unison famous tunes like Manikka Veenai, Bho Shambho. Krishna Gana Sabha will reverberate with the tunes of 50 Veenas. Dance Choreographer Radhika Shurajit’s team will showcase the Colors of India through various dance forms.

The dance and celebration journey will start from Bengal to Tamil Nadu – the dance drama will showcase various celebrations like Bengal’s Durga Pooja, Gujarat’s Dandiya, Kerala’s Kolkali, Mysore Festival, Devi Stuthi from Odissa, Maharashtra folk and never seen before Ramleela from North India. The evening will also have Singer of Mahanadi fame Dr Shobhana Vignesh who will captivate the audience with her melodious voice as she narrates and sings about Ideals of India’s Womanhood.

Mangaldeep Brand & Business Info: The Agarbatti business is an integral part of ITC’s business strategy of creating multiple drivers of growth in the FMCG sector. This Business has sustained its growth momentum anchored on a robust product portfolio and distribution reach. ITC sources Agarbattis (Incense sticks) from the small-scale industries . It has supported the creation of livelihoods for more than 10,000 people in the country, many of whom belong to the weaker sections of society. This Business with its flagship brand Mangaldeep leverages the core strengths of ITC in nation-wide distribution and marketing, brand building, supply chain management, manufacture of high quality paperboards and creating innovative packaging solutions to offer Indian consumers high quality Agarbattis through the brand Mangaldeep. Growing at a CAGR of more than 20%, it is also the fastest growing brand in the category. Towards playing a deeper role in the devotional life of consumers, the Business has launched a unique and highly innovative mobile app with an extensive collection of devotional content. The App has received excellent response with over 1,75,000 installations and a rating of 4.6/5. Going forward, Mangaldeep is looking at launching regionally relevant offerings to further customize the portfolio in line with local consumer preferences.