Mangaldeep, ITC Limited’s flagship brand of incense sticks used primarily for religious purposes, was second in India’s market share, with good profitability, but sluggish topline growth. Mangaldeep offered a range of products covering the economy, popular, and premium categories. Price per stick was the key parameter industry players focused on, but many consumers sought benefits beyond price. Janani Kandaswamy, category brand lead for ITC’s Incense and Fragrances, had identified five distinct segments for for puja on the basis of consumers’ motivation for the prayer ritual and the manner of expressing devotion. In February 2019, Mangaldeep had a single broad positioning across its portfolio, as the brand of pure worship, which helped connect to the divine. But Kandaswamy believed that it was time to move away from a one size fits all positioning. She had to design a portfolio strategy to double revenue over three years, tap into new growth opportunities, and make Mangaldeep the most loved devotional brand in the category.