At Puri Rath Yatra celebrations, Aashirvaad Salt highlighted the importance of iodine consumption for normal growth and brain function; while raising awareness about it with its 'Aashirvaad Iodine ka Chheenta' campaign. Devotees at the festival were spotted with a special tilak on their forehead. This tilak was infused with organic chandan and iodine tincture, designed to be absorbed by the body; thereby providing them with an iodine dose for the day. More importantly, devotees took a pledge to include an adequately iodized salt like Aashirvaad Salt as part of their regular dietary routine to support their iodine requirements on a consistent basis.

Additionally, devotees as well as social workers, traffic police, and sanitation workers received Aashirvaad Salt tote bags in an awareness drive, intended to serve as a reminder to them for including an Iodised Salt like Aashirvaad Salt in their routine diet. Refreshing nimbupani made with Aashirvaad Iodised Salt were also served to the devotees to help them stay hydrated during the intense summer heat.

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