ITC Mangaldeep (CRS Agarbathies) Treya Power of 3-in-1

 

Sold, marketed, and distributed by the giant consumer goods company India Tobacco (ITC) under the name Mangaldeep, which has become the best selling incense brand in India, partly through being cheap, and largely through the marketing and distribution power of ITC. They create TV adverts to promote the Mangaldeep brand and the individual products. They don't make the incense themselves - they use a variety of mostly small to medium sized local businesses, sometimes three different companies per product, identifying by code letting on the side of the packet. The incense for this packet was made by CRS Agarbathies of Jolarpettai, a small company formed in 2016.  

The name Treya means a young woman walking three paths or balancing three things - it represents the duties and aspirations of an Indian woman, while also referencing the three important elements of pooja - flowers, bell, and oil lamp. Multi-packs (3-in1, 5-in1, etc) of different fragrances are popular in India, especially for the everyday room freshener perfumed incense. This one neatly combines the popular 3-in1 multi-pack, with an appeal to women (the  main buyers of incense for the home) and to the pooja aspects. The styling of the box emulates Cycle's 3-in-1 - Cycle being the established leading Indian brand that Mangaldeep are replacing. 

There are three different fragrances (not identified on the packaging nor on any promotional literature I've looked at) which are three different coloured inner sleeves - red, brown, and green. The sticks are 9 inches with 7 inches of machine extruded subtly coloured paste onto plain machine-cut bamboo splints. The red has a mild fruity scent - not offensive, would serve as a background room freshener, but not for anything special. Has no emotional impression at all. This is simply a basic bargain room freshener with low aims. The brown is earthy and woody, and also quite smoky. I prefer the fruity red, even though I normally prefer woody over fruity. I think at this end of the spectrum, brightness and fun counts for a lot. It's not offensive, but it is clearly low end. The green is floral - jasmine I think. It is what it is. 

I've not been impressed with this Treya, nor with the other two Mangaldeep incenses I've tried. I'm told (by reader Vid) that as well as the small unknown companies, like this CRS Agarbathies, that ITC also use Sarathi (makers of Tulasi brand incense), so they do make better quality incense than this. However, I was curious about the brand, and I have satisfied my curiosity, so - unless I am sent some free samples - I will not be exploring any further. The low quality combined with not making the incense themselves means I have no further interest. All the Mangaldeep will now be going into the outhouse to keep the cats company.


Date: Oct 2023   Score:  21 

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Mangaldeep Incense