Natural incense sticks from Sri Aurobindo Udyog Trust in Pondicherry

Spriha, ITC's premium brand, is priced at Rs 20 for 20 sticks in Sambrani and Nagchampa fragrances. They are manufactured in the traditional `masala' method, using natural ingredients such as charcoal, jigat and extracts from flowers. Nivedan (in Sandal and Bouquet, Rs 10 for 20 sticks) and Ashageet (Rose and Jasmine, Rs 7.50 for 20 sticks and Rs 4 for 10 sticks) are positioned as puja accessories, while Spriha, which, according to Rajasekharan, means aspiration, will be positioned as something that imparts tranquility. He says that the prices of Nivedan and Ashageet are comparable with those of the good quality brands in the market. Spriha, he points out, has the quotes of Aurobindo Ashram's Mother on its pack. The POS and print campaign has started but the TV campaign will take shape once a certain level of distribution is reached, says Rajasekharan. O&M is the ad agency handling the advertising. Sravanthi Challapalli Business Line Thursday, Jun 05, 2003

ITC launches `Spriha' brand of agarbattis KOLKATA, Feb. 21 ITC Ltd, which had recently set up a strategic business unit (SBU) for agarbattis, today launched its 'Spriha' brand of natural incense sticks, manufactured by Cottage Industries, a unit of the Sri Aurobindo Udyog Trust in Pondicherry. According to an official release by the company, the launch was on the occasion of the 125th birth anniversary of "The Mother'' of Sri Aurobindo Ashram. The company will market Spriha in two fragrance options — `Sambrani' and `Nagchampa', and as a premium brand, Spriha is priced at Rs 20 for 20 sticks. Our Bureau Business Line Saturday, Feb 22, 2003