ITC’s Mangaldeep Erects Giant Shivalinga of Fabric Cloth Flowers at Assi Ghat, Varanasi on the Auspicious Occasion of Mahashivratri

Mangaldeep, ITC’s Agarbatti brand, has joined hands with the reverent Shri Kashi Vishwanath Temple Trust of Varanasi as well as the local women of Chandauli village leveraging ITC’s e-Choupal ecosystem to introduce a very special agarbatti offering-the ‘Mangaldeep Temple-Baba Vishwanath’ agarbattis pack dedicated to Baba Vishwanath. The ‘Mangaldeep Temple-Baba Vishwanath’ agarbatti pack is a unique agarbatti, which contains the same flowers that are offered to Baba Vishwanath. The agarbattis contain the fragrances of Dhatura and Lotus, which are considered to be Baba Vishwanath’s favourite offerings.  

These agarbattis are made with love and devotion of the local women of Chandauli for Baba Vishwanath, whom they sincerely worship.  The unique agarbatti offering has been made even more special with active support from the Kashi Vishwanath Temple Trust and carries the Temple’s logo in each pack. ITC will donate a fixed amount (as mentioned on the pack) to the Baba Vishwanath temple on the sale of each pack thereby praying for the buyers’ well-being. The Mangaldeep Temple – Baba Vishwanath agarbatti pack was recently dedicated to all devotees by the Honourable Chief Minister of Uttar Pradesh, Shri Yogi Adityanath Ji.

Additionally, Mangaldeep is dedicating to the devotees of Lord Shiva, by installing a giant Shivalinga, at the landmark Assi Ghat, Varanasi. The structure, measuring 8 feet in height and 6 feet across at the base, would be installed on the occasion of the auspicious day of Mahashivratri, the 21st Feb 2020. It shall be covered fully in a mix of cloth-fabricated pink Lotus and white Dhatura flowers.

Speaking on the occassion, Mr. Ravi Rayavaram, Divisional Chief Executive, ITC’s Matches and Agarbatti Business, said “The occasion of Maha Shivratri holds a place of deep and venerable significance to the millions of Lord Shiva worshippers. We have, through our humble efforts, endeavored to enrich the festivity of the day by installing this Shivalinga on the banks of river Ganga, which is sure to inspire piety and religious fervor amongst all devotees. The Mangaldeep brand stands nobler with the endorsement of the Kashi Vishwanath Temple Trust and we thank them for their continued trust and support. Through the unique agarbatti, Mangaldeep continues to enable devotees experience the divinity of the God and Temple in their homes”.

Devotees will also be able to light the ‘Mangaldeep Temple – Baba Vishwanath agarbatti’ at the Assi Ghat to experience its divine fragrance and even purchase the product from the Baba Vishwanath temple store.

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