iWorld
Scents of purpose as Mangaldeep expands its ‘Sixth Sense’ fragrance panel
MUMBAI: Who needs sight to sense greatness? At Mangaldeep, fragrance creation is being reimagined, one heightened sense at a time. ITC Mangaldeep, India’s leading incense brand, is proving that scent goes beyond sensory pleasure, it can also be a catalyst for purpose, pride, and inclusion. With the expansion of its “Sixth Sense Panel” to 180 visually impaired individuals, the brand is building a fragrance development process where ability, not disability, takes centre stage.
Launched in 2021, the initiative taps into the clinically established superpower of the visually impaired: an enhanced sense of smell. Now comprising panelists from Mumbai, Delhi, Hyderabad, Chennai and Kolkata with academic and professional credentials to match this one-of-a-kind team is actively shaping Mangaldeep’s latest offerings. So far, it has influenced hits like Sandal, Rose, Lavender, and Marigold incense variants.
In June 2025, 30 new panelists completed a specialised olfactory training programme, where they fine-tuned their scent articulation across fragrance families from fruity to floral, woody to oudh. With access to Mangaldeep’s in-house experts and structured evaluation tools, these panellists are now key contributors to product innovation, turning scent into a shared language of dignity.
“This is no CSR tokenism. The Sixth Sense Panel has become integral to how we develop fragrances,” said ITC Ltd divisional chief executive for agarbatti & matches business Gaurav Tayal. “It brings us perspectives we’d otherwise miss.”
The initiative draws inspiration from research at the Massachusetts Eye and Ear Institute, which found that the visually impaired often possess superior olfactory faculties, a super-skill Mangaldeep is now mainstreaming into the fragrance industry.
Former Blind Cricket World Cup winner Mahender Vaishna, now a panellist, called the experience “empowering and dignifying,” while Radio Udaan co-founder Minal Singhvi credited the programme with helping her rediscover joy, confidence, and creative purpose.
At its core, Mangaldeep’s inclusive innovation is about rewriting the narrative around disability not through sympathy, but through strength. In the process, it’s proving that the soul of scent lies not in how it’s seen, but in how deeply it’s felt.
As brands across sectors explore meaningful inclusivity, Mangaldeep is lighting the way, one fragrant step at a time.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
