In an exclusive with The Hindu Businessline , Gaurav Tayal, Chief Executive, Matches and Agarbatti Business, ITC, states, "today, consumers are looking for a bit more from their incense sticks than just a devotional offering. They are thinking about how these products can create an overall calming and positive atmosphere and if they can offer people at home a sensorial experience." He further notes, "We leveraged the Group's consumer research strength and have been able to catch and cater to emerging trends."

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