FMCG: Safety Matches & Incense Sticks
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ITC's 'Mangaldeep' agarbattis are manufactured by small-scale and cottage units, providing livelihood opportunities for more than 14,000 people. Mangaldeep ASHA (Assistance in Social Habilitation through Agarbattis) is an ITC initiative to improve the quality of raw agarbatti production and provide better livelihood for women rollers.
Sourced from the small-scale sector, the Safety Matches Business leverages the core strength of ITC in marketing and distribution, brand building and supply chain management to offer Indian consumers high quality safety matches. ITC's range of Safety Matches includes popular brands like 'Aim' and 'Homelites'.