t is hard to imagine that it was called the Indian Tobacco Company until a few years ago. With a portfolio that includes greeting cards and hotels, ready-to-cook meals and lifestyle accessories, biscuits, candies and packaging products, matchsticks and agri products, ITC is coming to mean a lot of entirely different things to different people.

One of its more intriguing forays has been into the decidedly unglamorous business of incense sticks (or agarbattis). It is something you would expect to excite a cottage industry, not a company that is spoken of in the same breath as Hindustan Lever.... more