Mangaldeep, ITC’s Agarbatti brand, collaborates with Shri Ram Janmbhoomi Teerth Kshetra for initiatives during the inauguration and beyond. The collaboration includes activities related to Nutan Vigrah Pran Prathisthra of Shri Ram Lallaji.
As part of the association Mangaldeep has donated its flagship dhoop, the ‘Mangaldeep 3 in 1 Dhoop,’ for six months from the Temple’s opening date. This gesture aims to facilitate the daily puja rituals for the pandits, ensuring a seamless and aromatic devotional experience.
On the day of the inauguration, Mangaldeep plans to install a ‘Khushboo Path’ within the Temple premises. This corridor, adorned with agarbattis, aims to diffuse the fragrance of Mangaldeep agarbatti throughout the Temple. Visitors passing through these corridors may experience the aroma of the agarbatti during their Temple visit.
Two agarbatti stands have also been installed at ‘Ram Ki Phedi’ where devotees can light incense sticks and offer their prayers to Lord Ram. Mangaldeep has also provided platforms for Pujaris at river ghats as well as pooja outlets, hawker setups and umbrellas for shade in the markets of Ayodhya. To facilitate the management of large crowds and ensure smooth flow of devotees, Mangaldeep will be also providing 300 barricades at the main Temple and over 100 barricades at the Temple entrance.
“For us at Mangaldeep, it is indeed an honour to be a part of this historic and sacred event. Our mission is to serve as the enablers of devotion in Temples as well as at devotees’ homes. We are fully committed to ensuring a harmonious and enriching experience for all those participating in the festivities of the Ayodhya Lord Ram Temple. We express our sincere gratitude to the Shri Ram Janmbhoomi Teerth Kshetra for entrusting us with the opportunity to serve the devotees,” Gaurav Tayal, chief executive, ITC’s Agarbatti Business, said.
For the grand inauguration, Mangaldeep initiated the ‘Mangal Aarambh’ campaign, the objective of which was to empower and train the key stakeholders in Ayodhya—priests, shopkeepers, and hotel owners—who play pivotal roles in welcoming devotees, both from within India and abroad.
The campaign comprised five rounds of Sabhas, focusing on crucial themes such as tourism packages, pooja variants, product knowledge and storytelling. Through these sessions, a total of 490 participants were trained to become proficient guides, pujaris, hawkers and caretakers. Their expertise is geared towards providing an enriching and beautiful experience to visitors to the pious city of Ayodhya.