THEBUSINESSBYTES BUREAU

PURI, JULY 19, 2026

Building on the success of last year's Iodine Ka Tilak campaign, Aashirvaad Salt has returned to the Puri Rath Yatra with a larger, movement-led initiative inspired by the festival's three enduring pillars — Darshan, Ann and Seva. The campaign brings together awareness, nourishment and social impact through an integrated cultural activation.

At the heart of the initiative are Aashirvaad Iodine Sevaks, a mobile on-ground team accompanying devotees along key Rath Yatra routes and taking the campaign directly to the people.

The Darshan experience begins with the belief that Darshan is not only about seeing the Lord but also about recognising what truly matters. Devotees are welcomed with Jai Jagannath and offered the symbolic Iodine Ka Tilak — a traditional sandalwood paste tilak infused with iodine tincture. The gesture encourages families to ask a simple yet important question: "Is the salt we use at home iodized?" Live demonstrations further help make the otherwise invisible presence of iodine visible, enabling families to better understand the role of iodized salt in everyday nutrition.

Celebrating Odisha's rich culinary heritage, the Ann experience offers devotees Tanka Torani, one of Lord Jagannath's favourite traditional drinks, prepared with fermented rice water and a pinch of Aashirvaad Iodized Salt. Through this culturally familiar offering, the brand reinforces the importance of making healthier nutritional choices in daily meals.

The initiative culminates with Seva, the central pillar of this year's campaign. For every meaningful iodine awareness interaction during Rath Yatra, Aashirvaad Salt will contribute salt packs to partner NGOs supporting community meal programmes for children. By linking awareness with action, the campaign aims to extend its impact beyond the festival and promote better nutrition among underserved communities.

The campaign was unveiled in the presence of Ollywood actress Archita Sahu, who joined devotees in experiencing the Darshan, Ann and Seva journey.

Sharing her thoughts, Archita Sahu said, "As someone who has embraced motherhood recently, I've come to realize that our family's health is shaped by the small, everyday choices we make. Choosing iodized salt may seem like a simple decision, but it can make a meaningful difference to daily nutrition. What I find especially beautiful about Aashirvaad Salt's initiative is the way it brings this important message to Rath Yatra through the spirit of Darshan, Ann and Seva. The Iodine Ka Tilak gently reminds families about the importance of iodine, while the Ann and Seva initiatives ensure that this awareness translates into nourishment and care for many more people beyond the festival. It's a thoughtful way of turning faith into collective wellbeing."

Commenting on the initiative, Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd., said: "Rath Yatra is one of India's most powerful expressions of faith, community and collective participation. Salt is one of the most fundamental ingredients on every family’s plate, yet its role in everyday nutrition gets unnoticed. We continue our mission to educate families about the risks of iodine deficiency. Iodized salt plays a crucial role in meeting the iodine required for brain development, especially for children. By partnering with credible implementation partners to support community meals with iodized salt, we hope every interaction inspires not only better choices at home but also contributes towards improving nutrition for communities that need it most."

By combining Darshan to create awareness, Ann to celebrate Odisha's culinary traditions, and Seva to extend nutritional support through NGO partnerships, Aashirvaad Salt's Rath Yatra initiative underscores a simple yet enduring message: a small everyday choice, such as using iodized salt, can make a meaningful difference to individual and community well-being.