THEBUSINESSBYTES
BUREAU
PURI,
JULY 19, 2026
Continuing its
deep-rooted association with the iconic Puri Rath Yatra, Aashirvaad, India's
No. 1 packaged atta brand, has launched 'Gunatmaka Paramparaa', an immersive
cultural experience inspired by the enduring legacy of the Vishwakarma Maharana
community — the master craftsmen behind Lord Jagannath's sacred chariots.
Meaning 'Tradition of
Quality,' the campaign 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 the annual construction of Lord Jagannath's Rath.
Every year, the revered chariots are handcrafted by the Vishwakarma Maharana
community, whose dedication and expertise have preserved this sacred tradition
across generations. These enduring values of craftsmanship and quality resonate
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 symbolised the pursuit of quality and nourishment in Indian homes.
The experience was
inaugurated in the presence of renowned Ollywood actress Elina Samantaray, who
interacted with members of the Vishwakarma Maharana 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, 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 immersive experience unfolds through a 360-degree hemispheric projection dome, taking devotees on a captivating journey through the construction of Lord Jagannath's Rath and the stories of the artisans behind it. Visitors are invited to symbolically contribute to the creation of the sacred chariot 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.
