On World Sight Day, ITC Mangaldeep, a prominent agarbatti brand, unveiled a poignant video celebrating the extraordinary olfactory contributions of over 150 visually impaired fragrance testers from its ‘Sixth Sense’ initiative.
Fostering Inclusion through ‘Sixth Sense’
In major cities like Delhi, Kolkata, Mumbai, Hyderabad, and Chennai, the ‘Sixth Sense’ panels stand as a testament to ITC Mangaldeep’s commitment to inclusivity. By leveraging the heightened olfactory skills of the visually impaired, these panels not only improve product fragrances but also provide meaningful employment and a deepened sense of purpose to these individuals.
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The initiative has collaborated with various NGOs and self-help groups to onboard more than 150 ‘Sixth Sense’ panelists. Comprehensive training follows their recruitment, ensuring their full integration into the fragrance evaluation process.
A Journey Beyond Sight
The released video captures a day in the life of a visually impaired individual. As he navigates the bustling streets, he describes his environment not by what he sees but by the rich tapestry of scents wafting from homes and storefronts. Through this narrative, the viewer is introduced to his role as a ‘Sixth Sense’ panelist with ITC Mangaldeep and the dignified life it has afforded him.
This visual story serves as a poignant reminder of the richness of sensory experiences, urging viewers to appreciate the beauty of sight and recognize the tenacity and resilience of those who navigate the world differently.
Enhancing Fragrance Quality
Members of the ‘Sixth Sense’ panel have exhibited an uncanny ability to discern subtle variations in fragrance strengths. Their expertise has proved invaluable, particularly in the olfactive matching of fragrances – a meticulous process of equating a scent to a predefined standard. As a result, ITC Mangaldeep’s offerings, including signature fragrances like Sandal, Rose, Lavender, and Marigold, owe much of their uniqueness and superiority to these unsung heroes.
