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.
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. It is truly heartening to be part of an initiative that connects people with such a meaningful tradition.”
Commenting on the initiative, 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.”
