ITC today launched its Spriha brand of Natural Incense Sticks (Agarbattis) manufactured by 'Cottage Industries', a unit of the Sri Aurobindo Udyog Trust in Pondicherry. The launch was on the occasion of the 125th birth anniversary of ‘The Mother’ of Sri Aurobindo Ashram.

ITC will market Spriha in two fragrance options – 'Sambrani' and 'Nagchampa'. As a premium brand of 'Agarbattis', Spriha is priced at Rs.20 for 20 sticks. These incense sticks are manufactured in the traditional 'masala method', using natural ingredients.

ITC has also launched two other 'Agarbathi' brands - Nivedan at Rs.10 (for 20 sticks), and Ashageet at Rs.7.50 (for 20 sticks) and Rs.4.(for 10 sticks). 'Nivedan' is available in 'Sandal' and 'Bouquet' fragrances, and 'Ashageet' in 'Rose' and 'Jasmine'. These products are manufactured by small-scale units in Bangalore and other locations.

Almost all of ITC’s new initiatives in the FMCG sector are modelled on outsourcing the production from Small and Medium Enterprises (SMEs). The Company aims to enhance the competitiveness of the small and medium scale sectors through its complementary R&D based product development and marketing strengths, especially the breadth and depth of the Company’s trade marketing and distribution. It is part of the Company’s stated philosophy of "commitment beyond the market" to consciously contribute to enhancing the competitiveness of the larger value chain of which it is a part. The Company sees it as part of its superordinate goal to create "enduring value for the nation".