Aashirvaad Honours Artisans Behind Lord Jagannath's Rath With "Gunatmaka Paramparaa" Campaign

Aashirvaad, India's leading packaged atta brand, has launched a special cultural initiative, "Gunatmaka Paramparaa", during the ongoing Puri Rath Yatra to honour the Vishwakarma Maharana community. These traditional artisans build the sacred chariots of Lord Jagannath, Lord Balabhadra and Devi Subhadra.

The campaign, which means "Tradition of Quality", celebrates the centuries-old tradition of Rath Nirman (chariot construction) and recognises the hard work, skills and dedication of generations of artisans who have kept this tradition alive.

Aashirvaad said, "Just as the Vishwakarma Maharana community prioritises quality and excellence in chariot construction, the brand too remains committed to delivering trusted quality to millions of households across India through its promise of 'Quality Ki Guarantee.'"

The main attraction of the experience is a 360-degree hemispheric projection dome, where visitors can watch the complete process of chariot-making and learn about the lives and work of the craftsmen.

It also shows a special connection between the wheel of Lord Jagannath's Rath and the traditional stone chakki. While the Rath wheel represents Lord Jagannath's journey, the chakki has been a symbol of purity, nourishment and quality in Indian kitchens for generations.

The installation was inaugurated in the presence of Odia actor Elina Samantaray, who interacted with members of the Vishwakarma Maharana community, devotees and visitors at the venue.

Speaking about the initiative, Samantaray said she was honoured to be associated with a campaign that celebrates Odisha's cultural legacy and recognises the contribution of the Vishwakarma Maharana community.

"Being part of Gunatmaka Paramparaa is truly special. It beautifully honours Odisha's rich heritage and the remarkable craftsmanship of the Vishwakarma Maharana community, while connecting people with a meaningful tradition," she said.

"Aashirvaad has earned the trust of families across India through its commitment to quality over the years. Being a part of 'Gunatmaka Paramparaa' is truly special as it honours Odisha's rich cultural heritage and the remarkable craftsmanship of the Vishwakarma Maharana community while connecting people with a meaningful tradition," she added.

Anuj Rustagi, Chief Executive, Staples Business Unit, Foods Division, ITC Ltd., said the campaign celebrates the dedication and skills of the Vishwakarma Maharana community.

"Through Gunatmaka Paramparaa, we are proud to pay tribute to the Vishwakarma Maharana community, whose exceptional craftsmanship has preserved the sacred tradition of Rath Nirman for generations. Inspired by their unwavering commitment to quality, this initiative brings our promise of ‘Quality Ki Guarantee' to life while celebrating heritage, craftsmanship and faith," he said.

Disclaimer: The above sponsored content is non-editorial and has been sourced from a third party. NDTV does not guarantee, vouch for or necessarily endorse any of the above content, nor is responsible for it in any manner whatsoever.