Delhi, Mar 10: ITC Mangaldeep has expanded its Sixth Sense Panel with the addition of 30 new members in Delhi, further strengthening its commitment to innovation rooted in empathy. The expanded panel brings together a diverse and accomplished cohort, reinforcing the brand’s belief that product innovation must be shaped by deeper sensory insight.
Approximately 90% of the newly inducted members are employed across varied professional fields, while others are associated with NGOs and access groups or are pursuing postgraduate and doctoral studies. Their inclusion strengthens Mangaldeep’s long-standing effort to integrate heightened olfactory sensitivity into its product development process, moving beyond conventional testing frameworks toward more nuanced, human-led evaluation.
Speaking on the initiative, Rohit Dogra, Divisional CEO, Agarbatti & Matches Division at ITC, said,
“When we started the Sixth Sense Panel four years ago, it was with the belief that product is best understood through those who truly experience it at a deeper level. Today, it has become an important part of how we shape and fine-tune our offerings at Mangaldeep. The insights shared by our visually impaired panelists bring a depth and honesty that conventional testing often misses. We look forward to continuing this journey together and building an even stronger, more meaningful association with the community.”
As part of the structured onboarding and training programme, the new panel members underwent immersive olfactive training across key product families, Fruity, Floral, Woody, Aromatic/Herbal/Mint, and Oudh/Amber through both individual raw materials and blended compositions.
They were also introduced to Mangaldeep’s popular and premium product formats through tactile and scent-based familiarisation, including Popular Dhoop Sticks, Premium Dhoop Cones, Flora Agarbatti, Premium Cups, and Sambrani Sticks. A detailed product evaluation protocol was also implemented to enable systematic participation in monthly product assessment tracks.
“I’m truly grateful to ITC Mangaldeep for including us in their product testing journey. The entire experience was thoughtful and inclusive, and the gestures extended to us made us feel genuinely valued,” said Sonali Rawat, Maths Faculty at Deep Stambh Manobal Foundation.
“I would like to thank ITC Mangaldeep for organising such a meaningful and informative training. It was encouraging to be part of an initiative that is truly inclusive. I felt supported and respected throughout the session,” said Prerna Sobti, a corporate trainer with over 20 years of experience.
Through this expansion, the Sixth Sense Panel continues to evolve as a core pillar of Mangaldeep’s product innovation framework, ensuring that product development is guided not only by science and scale, but by immersive sensory experience. With initiatives such as this, ITC Mangaldeep continues to blend tradition with forward-looking innovation, creating devotional experiences that are both sensorially rich and meaningfully inclusive.
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