New Delhi, July 11, 2025: ITC Mangaldeep, one of India’s leading incense brands, has announced the expansion of its ‘Sixth Sense Panel’—a sensory-first innovation initiative aimed at integrating visually impaired individuals into its fragrance development process. The initiative now includes 180 participants across major cities such as Chennai, Kolkata, Mumbai, Delhi, and Hyderabad.
Originally launched in 2021, the Sixth Sense Panel is based on research indicating that visually impaired individuals often have enhanced olfactory abilities. The initiative has allowed panel members to play an active role in developing several of Mangaldeep’s key fragrance variants, including Sandal, Rose, Lavender, and Marigold.
The latest phase of the programme included two advanced training sessions held in June 2025, aimed at sharpening scent evaluation and olfactory articulation skills. Panelists were also introduced to structured product evaluation protocols and engaged in hands-on testing of Mangaldeep’s offerings like dhoop sticks, flora agarbattis, premium cups, and sambrani sticks.
“The Sixth Sense Panel began 4 years back and now it has transformed into an integral part of how we develop and refine our select fragrance offerings at Mangaldeep. Collaborating with individuals who have a naturally heightened olfactory sense gives us valuable perspectives that go beyond conventional testing methods. We at Mangaldeep are looking forward to creating a more meaningful and engaging collaboration with the visually impaired community in the days ahead,” said Gaurav Tayal, Divisional Chief Executive, Agarbatti & Matches Business, ITC Ltd.
Participants in the programme come from varied academic and professional backgrounds, including social sector organizations, education, and sports. Thirty visually impaired individuals were recently felicitated for completing specialized fragrance training under the initiative.
“Being part of ITC's Sixth Sense panel has been a truly empowering experience. It’s more than just fragrance evaluation; it is about pride, purpose, and inclusion. I’m honoured to contribute to a project that gives the visually impaired community a meaningful voice,” said Mahender Vaishna, Former Blind Cricket World Cup Winner & Founder, Mahnav Ability Trust.
“I am truly grateful to ITC for this enriching training experience. It has reignited the joy and creativity I once felt before losing my vision. As someone passionate about design, this opportunity has helped me rediscover my confidence and fulfil a long-held dream of being part of a corporate environment where I feel valued and appreciated,” said Minal Singhvi, Co-founder, Radio Udaan.
With this initiative, ITC Mangaldeep aims to demonstrate how inclusion can go beyond accessibility by valuing individuals for their unique strengths. The brand continues to blend tradition with innovation to create devotional products that resonate across communities and abilities.
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