Brands
ITC Mangaldeep distributes 100,000 jalbattis at Mahakumbh
MUMBAI: Incense sticks are a part of most Indian’s daily worship rituals. Whether in temples or at home, the beautiful perfume that permeates the place lends to a calmness of the spirit. ITC’s Mangaladeep has been among the more favoured national incense brands in the Maha Kumbh 2025.
As part of its activities, ITC Mangaldeep has introduced a unique and innovative offering, Mangaldeep Jalbatti, an underwater incense stick designed to honor the sacred rivers while preserving their sanctity. The total number of jalbattis distributed has been increased to a whopping 100,000 from 10,000 after witnessing a huge demand among the devotees.
Crafted from alum (phitkari) powder, a traditional water purifier, Jalbatti dissolves in water upon contact, contributing positively to water quality. By incorporating Jalbatti into their offerings, devotees can now uphold their devotion while ensuring that the rivers remain as pure as their faith.
As the world’s largest spiritual congregation, Maha Kumbh 2025 in Prayagraj continues to stand as a proud testament to India’s deep-rooted spiritual traditions.
Millions of devotees have been gathering at the Triveni Sangam, the confluence of the sacred Ganga, Yamuna, and Saraswati rivers, to partake in rituals such as Ganga aartis, shahi nnaans, and deep daans, all symbolising their profound reverence for these ancient rivers.
ITC Mangaldeep has been an integral part of this devotion, enhancing spiritual experience through various initiatives.
Through this initiative, ITC Mangaldeep has reinforced its commitment to enabling devotion and empowering devotees by blending tradition with meaningful impact. As millions take their holy dip at the Triveni Sangam, jalbatti serves as an emblem of devotion that not only honors but also safeguards the sacred waters
Brands
BlaBliBlu hits Rs 100 crore run rate within six months of launch
Affordable luxury fragrance brand rides youth demand and rapid adoption
NEW DELHI: BlaBliBlu has clocked an annual run rate of Rs 100 crore within just six months of launch, underlining the rapid rise of new-age fragrance brands catering to India’s young consumers.
The startup, founded by Palash Arneja along with Rajat, Kushal and Durgesh, is currently operating at a monthly run rate of Rs 8 crore. The milestone places it among the fastest-growing entrants in India’s competitive fragrance market.
BlaBliBlu’s growth story hinges on a clear gap it spotted early on. Consumers typically had to choose between expensive international perfumes and lower-priced options that often compromised on quality or longevity. The brand positioned itself in between, offering fragrances priced under Rs 1,000 while maintaining premium-like performance.
A key differentiator has been its product formulation. With a fragrance oil concentration of around 25 per cent, the company claims its perfumes deliver longer-lasting wear comparable to higher-end global brands. Combined with sleek packaging and design, the products have resonated with younger buyers looking for both style and substance.
“Reaching a Rs 100 crore annual run rate within six months is an exciting milestone that shows strong customer demand across India,” said BlaBliBlu founder Palash Arneja. He added that the brand’s focus has been on delivering premium-quality scents while keeping them accessible, supported by continuous feedback and product innovation.
Instead of relying heavily on marketing spends, the company has leaned on a product-led growth strategy. Its trial packs, priced at Rs 399, allow customers to sample multiple fragrances before committing to a full-size purchase. The option to redeem the trial cost or opt for a refund has helped reduce hesitation and build trust among first-time buyers.
Customer insight has also played a central role in shaping the brand. Before launch, the team conducted on-ground research across malls and retail spaces to understand preferences. Since then, feedback from thousands of users has fed into product development and brand decisions.
Looking ahead, BlaBliBlu plans to expand its portfolio into adjacent categories such as body washes, roll-ons and car fragrances, while also exploring niche scent offerings.
With a strong start and a clear value proposition, the brand’s early momentum suggests it is well placed to carve out a lasting space in India’s evolving fragrance market.
