National, 13 February 2025: ITC Mangaldeep, India’s leading incense brand has been an integral part of Maha Kumbh 2025 with its various initiatives to bring the congregation closer to devotees. 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 gather at the Triveni Sangam, the confluence of the sacred Ganga, Yamuna, and Saraswati rivers, to partake in rituals such as ‘Ganga Aartis’, ‘Shahi Snaans’, and ‘Deep Daans’, all symbolizing 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 reinforces 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.
