Aashirvaad, India’s leading packaged atta brand, launched its unique spiritual initiative ‘Bhakti Pathe’ during the ongoing Puri Rath Yatra. The immersive experience, live from June 27 to July 5 near Bada Sankha More, offers devotees a high-tech yet heartfelt connection with Lord Jagannath through digital prasad-making and a holographic darshan of the deities.
The activation features a “Prasad-Making Zone” where devotees virtually prepare offerings using Aashirvaad Shudh Chakki Atta. Once the ritual is completed, a large LED screen splits to reveal a stunning holographic vision of Lord Jagannath, Balabhadra, and Subhadra on their raths, enhancing the spiritual journey for thousands.
Anuj Rustagi, COO, Staples & Adjacencies, Foods Division, ITC Ltd, said, “With ‘Bhakti Pathe,’ we aim to blend devotion with digital, making darshan more inclusive and accessible.” In Guwahati, where Aashirvaad holds a strong consumer base, the activation has sparked excitement. Local retailers report increased footfall and consumer interest in festival-themed offerings, reinforcing Aashirvaad’s bond with households during key cultural celebrations. Aashirvaad continues to lead India’s staples segment, now extending its offerings across salt, spices, millets, and ready-to-eat meals, enriching traditional Indian kitchens.