As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector, the Company commenced marketing Agarbattis (Incense Sticks) sourced from small-scale and cottage units in 2003. This Business leverages the core strengths of ITC in nation-wide distribution and marketing, brand building, supply chain management, manufacture of high quality paperboards and the creation of innovative packaging solutions to offer Indian consumers high quality Agarbattis & Dhoop. These core strengths aided ITC in becoming the No. 1 Dhoop player in the country. With its participation in the business, ITC aims to enhance the competitiveness of the small-scale and cottage units through its complementary R&D based product development and strengths in trade marketing and distribution.​

The Business continues to work on various exciting new offerings to the consumers and is planning to launch them in the near future.​