ITC’s Mangaldeep Agarbatti joins hand with Shrine Board

Chandigarh. On the cusp of this year’s auspicious Navaratras, ITC’s Agarbatti brand Mangaldeep Treya has joined hands with Shri Mata Vaishno Devi Shrine Board, Jammu & Kashmir to offer special langar seva to innumerable devotees of the Mata Vaishno Devi Temple during the 9-day of the Navaratras, which witnesses one of the largest gathering of pilgrims.

Mangaldeep’s popular agarbatti variant ‘Mangaldeep Treya’ will also be contributing for the “Shatchandi Maha Yagna” conducted during the Navaratras, at the devout temple.  

ITC’s Mangaldeep has also committed to extend its support to the ‘Mata Vaishnodevi Langar Seva’ not only for this Navaratri but for the two Navaratri periods in a year.

In 2018, the Vaishno Devi Temple received over 85-lakh ‘Yatris’. Each year, the temple witnesses a footfall of over 3-lakh pilgrims during the Navaratras alone.

Speaking on this occasion, Mr. Ravi Rayavaram, Chief Executive, ITC’s Agarbatti Business said “We at ITC Mangaldeep are deeply grateful to the Shri Mata Vaishno Devi Shrine Board for giving us the opportunity to support these activities and play an enabling role in people’s lives in their pursuit of devotion.”

Mr. Simrandeep Singh, CEO of the Shri Mata Vaishno Devi Shrine Board, Jammu & Kashmir said, “We are extremely pleased about Mangaldeep's support for the  Shatchandi Yagna and Langar Seva. This will help us in enhancing the devotees experience during their visit to the shrine”. 

  

Mangaldeep has also proposed to spearhead a unique initiative called the ‘Mangaldeep Green Temple’ at the Shri Vaishnodevi Temple, which will involve implementation of requisite infrastructure to convert organic temple offerings and Langar leftovers into bio-gas. The biogas generated from the initiative will have the capacity to provide fuel to ‘Bhojonalay kitchens’ of the temple.

In line with ITC’s philosophy of ‘Sab Saath Badhein’ to drive economic, social and environmental capital, Mangaldeep has been working with popular temples in the country to convert organic offerings at their premises into biogas or compost. The “Mangaldeep Green Temple” initiative through ITC’s Mission Sunehra Kal program, has already been installed at 4 temples in Tamil Nadu.