Inspired by the timeless tradition of Rath Nirman, Aashirvaad honours craftsmanship through an immersive cultural experience.

Puri : Continuing its deep-rooted association with the iconic Puri Rath Yatra, Aashirvaad, India's No.1 packaged atta brand, is presenting 'Gunatmaka Paramparaa', an immersive cultural experience inspired by the enduring legacy of the Vishwakarma Maharana community, the master craftsmen behind Lord Jagannath's sacred Rath. The campaign, whose name translates to 'Tradition of Quality,' celebrates generations of skill, precision and craftsmanship while bringing Aashirvaad's promise of 'Quality Ki Guarantee' to life.

Rooted in Odisha's centuries-old traditions, the experience draws inspiration from the meticulous craftsmanship involved in constructing Lord Jagannath's Rath. Every year, the revered chariots are built by the Vishwakarma Maharana community, whose dedication and expertise have preserved this sacred tradition across generations. These timeless values of craftsmanship and quality resonate deeply with Aashirvaad's commitment to delivering trusted quality to millions of Indian households.

At the heart of the experience is a symbolic connection between the Rath wheel and the traditional stone chakki. While one carries the divine journey of Lord Jagannath, the other has long represented the pursuit of quality and nourishment in Indian homes.

The experience was inaugurated in the presence of renowned Odia actress Elina Samantaray, who interacted with the Vishwakarma community, devotees, and experienced the immersive installation.

Sharing her thoughts, Elina Samantaray said,"I am delighted to be associated with Aashirvaad, a brand that has earned the trust of families across the country through its unwavering commitment to quality. Being part of Gunatmaka Paramparaa makes this association even more special, as it thoughtfully celebrates Odisha's rich cultural heritage and honours the remarkable craftsmanship of the Vishwakarma Maharana community. It is truly heartening to be part of an initiative that connects people with such a meaningful tradition."

Commenting on the initiative, Mr. Anuj Rustagi, Chief Executive, Staples Business Unit, Foods Division, ITC Ltd., said, "Aashirvaad has always stood for quality, trust and nourishment. Through Gunatmaka Paramparaa, we are proud to pay tribute to the Vishwakarma Maharana community, whose extraordinary craftsmanship has kept the sacred tradition of Rath Nirman alive for generations. Inspired by their unwavering commitment to quality, this initiative brings our promise of 'Quality Ki Guarantee' to life through an immersive cultural experience that celebrates heritage, craftsmanship and faith."

The experience unfolds through a 360-degree hemispheric projection dome, taking devotees on the journey of Rath construction and the stories of the artisans behind it. Visitors symbolically contribute to the creation of Lord Jagannath's Rath before witnessing a divine visual reveal of the Lord's compassionate eyes accompanied by chants of 'Jai Jagannath'Through Gunatmaka Paramparaa,

Aashirvaad reaffirms its longstanding connection with Odisha by honouring the Vishwakarma Maharana community and celebrating the enduring tradition of quality that lies at the heart of Rath Nirman.

Powered by Froala Editor