ITC’s Matches and Agarbatti division, led by CEO Rohit Dogra, is revolutionizing spiritual engagement by blending traditional rituals with immersive technology. By utilizing Augmented Reality to foster meaningful, "phygital" devotional experiences, the brand focuses on authentic, experience-driven marketing that enhances sanctity for younger consumers without compromising the heritage of worship.
CHENNAI — In an era where artificial intelligence and digital immersion are reshaping consumer engagement, ITC Limited’s Matches and Agarbatti division is taking a nuanced approach to spiritual connectivity. Rohit Dogra, the Divisional CEO who took the helm in September 2025, maintains that the brand’s digital forays—including Augmented Reality (AR) experiences and interactive festive campaigns—are successful only because they are rooted in the "sanctity of worship" rather than the novelty of technology itself.
Under Dogra’s leadership, Mangaldeep has moved beyond traditional media-led communication, adopting "experience-driven" marketing. This shift was most recently visible during the 2025 Ayodhya Deepotsav, where an AR-powered initiative allowed millions of devotees to virtually light diyas that corresponded to real lamps in Ayodhya. The campaign not only set a Guinness World Record but also underscored the brand's belief that devotion should evolve alongside society while remaining tethered to tradition.
Technology as a Bridge, Not a Replacement
For the modern consumer, particularly younger demographics, the lines between digital interaction and physical ritual are increasingly blurred. Dogra identifies this "phygital" evolution as a core insight. According to Dogra, many devotees today live away from home, travel frequently, or lack physical access to temples, yet maintain a profound desire for continuity in their spiritual practices.
"Devotion is timeless, though the way we experience it continues to evolve," Dogra noted. By deploying AR-led devotional experiences—such as digital aartis and virtual diyas—alongside traditional physical rituals, Mangaldeep aims to extend spiritual engagement beyond geography, time, and access without diluting the sanctity of worship. The technology acts as a bridge, making sacred traditions intuitive for a generation that connects with digital platforms as naturally as they do with physical shrines.
Balancing Tradition with Thoughtful Innovation
The strategy is clearly reflected in recent product launches, such as the "Mangaldeep Nature" range. These products are designed to be charcoal-free and long-lasting, drawing sensory inspiration from natural landscapes like the Valley of Flowers and ancient forests.
"Mangaldeep has always been committed to making prayer more meaningful by combining tradition with thoughtful innovation," Dogra explained during the launch of the Nature collection in Chennai. He emphasized that the goal is to bring the "calmness of nature" into daily prayer, reinforcing the brand's vision that devotion should be a meditative experience.
Impact on Brand Affinity
The shift toward experiential marketing has fostered what the company calls "emotional salience." By becoming part of the cultural moment itself rather than just a product on a shelf, Mangaldeep has managed to deepen its connection with consumers. The success of these initiatives is measured not just in sales, but in engagement rates; for instance, Kolkata-based festive activations led by the brand garnered millions of views and high participation rates, proving that consumers seek active involvement in their rituals rather than passive messaging.
Official Sources
According to corporate filings and recent statements by ITC leadership, the Matches and Agarbatti division remains focused on "meaningful innovation." The company’s ongoing strategy aligns with its broader "ITC Next" vision, which emphasizes resilience and digital-first consumer engagement while upholding the core values of its heritage brands.
"Organizers stated that by blending technology with tradition, the aim is to make sacred rituals more accessible to today's generation while preserving the deep-rooted cultural essence that defines the devotional experience."
Why It Matters
For businesses in the FMCG and spiritual goods sector, ITC’s approach offers a template for balancing modernization with cultural sensitivity. As digital adoption grows in India, the challenge for traditional brands is to remain relevant without alienating core audiences. Dogra’s focus on "authenticity first" suggests that as long as technology is used to enhance the emotional and spiritual intent—rather than merely serving as a marketing gimmick—it can successfully foster lasting brand affinity among younger, tech-savvy devotees.
Key Facts at a Glance
Leadership: Rohit Dogra serves as the Divisional CEO of ITC’s Matches & Agarbatti Division (appointed Sept 2025).
Technological Approach: Use of AR and immersive storytelling to make festive pujas and rituals interactive and accessible.
Product Innovation: Launch of "Mangaldeep Nature," a charcoal-free, nature-inspired fragrance range for daily rituals.
Key Achievement: Played a pivotal role in the Ayodhya Deepotsav 2025, which set a Guinness World Record.
Strategic Vision: "Responsible Competitiveness" and a "phygital" (physical + digital) ecosystem for devotional products.
Frequently Asked Questions (FAQ)
1. How does Mangaldeep ensure technology doesn’t distract from the sanctity of prayer?
According to the company, technology is used to facilitate the ritual experience (such as lighting a virtual diya or exploring temple stories) rather than replacing the physical act of worship. The focus remains on accessibility and inclusivity for those unable to attend traditional pujas.
2. What is the core philosophy behind Mangaldeep’s digital marketing?
The philosophy is to make devotion more "experiential" and "inclusive," allowing consumers to participate in cultural moments regardless of their geographical location.
3. Who is Rohit Dogra, and what is his role at ITC?
Rohit Dogra is the Divisional CEO of ITC’s Matches & Agarbatti Division, appointed in September 2025. He has over 25 years of experience within ITC across diverse FMCG categories.
4. How does the "Mangaldeep Nature" range reflect the brand’s strategy?
The range focuses on "thoughtful innovation" by being charcoal-free and inspired by natural serenity, aiming to make prayer a more meditative and calm experience.
Source: ITC Portal Leadership, Adgully, Social Samosa Case Study, Indian Retailer
