Q] For Diwali this year, you launched the Deepali Deepotsav initiative, which enabled users to participate in the ritual digitally through virtual diya-lighting. How are you measuring the ROI and engagement for this initiative?
Approximately over 1.3 lakh consumers participated in the initiative — lighting virtual diyas that were mirrored physically at the Ghats. What’s even more satisfying is that 75% of users completed the full experience, with an average engagement time of over two minutes. It’s one of our most successful campaigns in recent years. While the metrics are encouraging, what matters most is fulfilling our brand mission of enabling devotion. That emotional connect goes beyond numbers.
Q] Devotion and faith are often associated with older generations. How are you engaging Gen Z or younger audiences?
We don’t believe devotion is limited to older generations. The question is how to make it relevant and accessible to younger audiences. The Deepotsav initiative proved that if experiences are authentic and relatable, all age groups participate. For example, we’ve launched fusion-scented products that appeal to younger consumers seeking sensory richness. Every generation expresses devotion differently — our job is to offer them meaningful and modern ways to do so, without altering tradition.
Q] What does the marketing mix look like for ITC Mangaldeep? How do you balance digital and traditional media?
Our approach is always consumer-first. We’re present wherever the devotees are — both online and offline. The Digital Deepotsav was executed digitally to maximise reach, while our on-ground presence in Ayodhya complemented it. It’s not about being digital-first or traditional-first, but about balancing both depending on where the consumer is and how they engage with acts of devotion.
Q] Which markets are your key growth drivers?
We’re witnessing growth across the country. Even in strong markets, new product formats and innovations are driving faster growth. In emerging markets where our presence is limited, there’s tremendous untapped potential. Overall, the category is growing, and Mangaldeep is growing faster than the category, driven by a segmented portfolio and evolving consumer experiences.
Q] What is your stance on influencer marketing as part of your strategy?
Influencers play a valuable role when they tell relevant stories that resonate with our consumers. They help amplify brand messages with nuance and context. Across our portfolio, influencers have effectively helped us extend our reach and deepen engagement. So yes, influencer marketing is an integral part of our mix.
Q] With several local and challenger brands entering this space, how does Mangaldeep stay competitive?
Innovation is thriving even in the Pooja Needs category. The growth of quick commerce itself is proof of that. Our edge lies in a differentiated and deep product portfolio — especially our wide range of fragrances and strong distribution network across all channels, from general trade to e-commerce and quick commerce. Mangaldeep’s strong brand equity, innovation-led products, and channel depth keeps us ahead of the competition.
Q] What is the outlook for the company in the coming year?
We’ve been growing at more than double the industry rate, and we expect this momentum to continue. Our focus will be on innovation-led growth and entering adjacent categories to create richer experiences. The Deepotsav initiative proved how technology can deliver world-class, low-bandwidth, app-free engagement through WebAR. Partnering with the UP government for this initiative was a privilege — our goal was to amplify their efforts, not chase records. The success has encouraged us to continue building on this foundation.
