Excelsior Correspondent
JAMMU, Sept 27: On the cusp of this year’s auspicious Navaratras, ITC’s Agarbatti brand MangaldeepTreya has joined hands with Shri Mata Vaishno Devi Shrine Board to offer donation for the Langar of the Shri Mata Vaishno Devi Shrine during all nine days of the Navaratras, which witness one of the largest gathering of pilgrims.
Mangaldeep’s popular Agarbatti variant ‘Mangaldeep Treya’ will also be contributing for the “Shat Chandi Maha Yagya” conducted during the Navaratras, at the holy Shrine.
According to a handout, the initiative is a commitment to provide a pious and fulfilling experience to the devotees and pilgrims, who pay their visit to this holy Shrine on foot from around the country. As the Shat Chandi Maha Yagya is an embodiment of the power of the three Goddesses, Mata Maha Kali, Mata Maha Lakshmi and Mata Maha Saraswati, the Yagya is befittingly supported by ‘Magaldeep Treya’ which celebrates the power of these three Goddesses.
ITC’s Mangaldeep has also committed to extend its support to the ‘Mata Vaishno Devi Langar Seva’ for both the Navaratri festivals (Chaitra and Sharad) in a year. Each year, the temple witnesses a footfall of over 3 lakh pilgrims during the Sharad Navaratras alone.
Speaking on this occasion, Ravi Rayavaram, Chief Executive, ITC’s Agarbatti Business, said, “Mangaldeep is privileged to extend its support towards this reverent Shrine temple by being an integral part of the two major activities ‘Vaishno Devi Langar Seva’ and the ‘Shat Chandi Maha Yagya’ during the Navaratras. We at ITC Mangaldeep are deeply grateful to Shri Mata Vaishno Devi Shrine Board for giving us the opportunity to support these activities and play an enabling role in people’s lives in their pursuit of devotion.”
Simrandeep Singh, CEO of the Shri Mata Vaishno Devi Shrine Board, said, “we are extremely pleased about Mangaldeep’s support for the Shat Chandi Maha Yagya and Langar Seva. This will help us in enhancing the devotees’ experience during their visit to the Shrine”.
Mangaldeep has also proposed to spearhead a unique initiative called the ‘Mangaldeep Green Temple’ at the Shri Mata Vaishno Devi Shrine, which will involve implementation of requisite infrastructure to convert organic temple offerings and Langar and Bhojanalayas leftovers into biogas. The biogas generated from the initiative will have the capacity to provide fuel to ‘Bhojanalaya kitchens’ of the temple.
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