Mangaldeep Incense has partnered with ISKCON Vrindavan for ‘Vrindavan Vibes’, a devotional event centred around collective kirtan sessions. According to the organisers, the event recorded participation from more than 4,000 devotees on its opening day.
The initiative brings together youth, families and devotees for community-led devotional singing within a temple setting. Organisers say the format reflects a growing interest in participative spiritual gatherings that combine traditional devotional practices with collective cultural experiences.
Vrindavan Vibes Jamming (Kirtan Utsav) is positioned as a platform for devotional singing and community engagement. Vrindavan, traditionally associated with the worship of Lord Krishna, continues to be a hub for devotional gatherings and temple-led cultural activities.
As part of the collaboration, Mangaldeep has introduced fragrance-based experiential elements at the venue, including ambient fragrance installations, a curated Khusbhoo Path experience, a selfie booth for visitors, and commemorative souvenirs for devotees.
Commenting on this association, Rohit Dogra, Divisional CEO of Matches and Agarbatti Division said, “At Mangaldeep, devotion has always been at the heart of everything we do. Today, we are witnessing a beautiful shift in how spirituality is expressed, especially among young India where bhajans and kirtans are becoming vibrant, collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes is a reflection of this evolution. We are proud to enhance these sacred gatherings through fragrance-led experiences that deepen ambience, emotion, and connection. For us, it is about staying rooted in tradition while embracing the many ways in which devotion continues to inspire and unite communities.”
According to organisers, bhajan and kirtan gatherings are increasingly being viewed as spaces for emotional connection, cultural identity and spiritual engagement, particularly among younger participants. The event aims to create a shared devotional atmosphere through music and collective chanting.
Through this collaboration, Mangaldeep seeks to extend its presence in devotional spaces, from households and temples to larger community-led spiritual events.
