In early 2025, ITC Mangaldeep launched Jalbatti as a new, sustainable alternative to burning camphor in spiritual rituals, gaining immense popularity in the devotional products sector in India. The product had thus been introduced at the spiritually significant Maha Kumbh Mela in Prayagraj with the intent of marrying the sanctity of the ritual with science in sustainability. Its natural ingredients and design to minimise harmful emissions instantly struck a chord with environmentally conscious devotees. Hence, it was in line with ITC’s larger sustainability paradigm. Nevertheless, with mixed consumer reactions from admiration of the intent to scepticism concerning its so-called ‘authenticity’ at initial trials, ITC reached a strategic crossroads. Should it go all guns blazing in Jalbatti with a full-fledged national rollout? Should it attempt to reconfigure the offering for better cultural acceptance? Or should it put the whole initiative aside despite its ESG credentials? The case examines the intersection of religious tradition, sensory innovation, and corporate sustainability in one of the most culturally diverse markets. It provocatively and somewhat with great seriousness asks the readers to assess product-market fit in a sacred marketing scenario and to scrutinise branding and belief systems, before formulating a go-to-market stance that lays equal respect on planet and prayer.