The objective behind the company’s plan to enter the agarbatti business is to create employment opportunities in Nepal amongst the weaker section of society. It is expected that SNPL’s strong distribution network would aid in penetration of the market and enable capture of a reasonable share of the market.

Research reveals that 65% of consumers do not exhibit any specific brand loyalty thereby providing a space in the market to build brand equity. SNPL’s access to ITC’s Mangaldeep brand, product portfolio and technical knowledge will be a competitive advantage.

The value proposition of Mangaldeep agarbatti is to provide superior fragrance experience to consumers at competitive prices. The portfolio of Mangaldeep consists of offers which is either flower or herb or wood (Sandal) based fragrance and others which are fine fragrance (i.e. not based on any flavor, shrub etc.).