Aashirvaad Atta, India’s top-selling packaged atta brand, continues to honor the vibrant spirit of Rongali Bihu in Assam. The 4-day event witnessed an overwhelming response from over 9000 participants, creating the record of Longest Relay Bihu Dance acknowledged by India Book of Records.
The Aashirvaad ShudhChakki Atta pandal at Latasil Ground showcased Assam’s tapestry, featuring iconic symbols like Japi, Dhol, and Gamosa, while the reverberating Dhol beats captivated participants and spectators. The brand added a modern twist to the traditional celebrations by giving away participants their AI-generated Bihu avatars,personalized memorabilia relevant to the festival. The Aashirvaad Atta pandal, a celebration of health and well-being, featured cultural activities and games for attendees.
The brand’s slogan, “the right amount of fibre to keep you fit and active,” was reflected in the enthusiastic participation of women from all over the state in contests, vying for prizes and embodying the brand’s message. Mr. Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd., expressing his delight at the overwhelming response to the event, said, “We extend our heartfelt gratitude to everyone who contributed to this celebration and helped us attain the Record.”