In an exclusive with Financial Express, Gaurav Tayal, Chief Executive of the Matches & Agarbatti Business (MAB) at ITC, says, "As part of the overarching ITC Next strategy, we have been driving innovation and premiumisation at Mangaldeep to offer our consumers differentiated and unique value propositions. We are the most penetrated brand by volume and the most recalled brand across the country, with a 30% top-of-mind recall in major markets'".

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https://www.financialexpress.com/business/brandwagon-from-ritual-to-riches-the-premiumisation-of-incense-with-itcs-mangaldeep-3567341/