THEBUSINESSBYTES BUREAU

BHUBANESWAR, AUGUST 8, 2026

 ITC’s Aashirvaad Atta concluded its ‘Gunatmaka Paramparaa’ campaign at the Puri Rath Yatra, offering devotees an immersive experience inspired by the centuries-old tradition of Rath Nirman (construction of chariots) and celebrating the craftsmanship of the Vishwakarma Maharana community that has preserved the revered tradition across generations.

The unique activation enabled over 13,750 devotees to become part of the sacred journey of Lord Jagannath’s Rath Yatra, bringing together Odisha’s rich cultural heritage, traditional craftsmanship and immersive technology.

At the heart of the experience was a 360-degree hemispheric projection dome integrated with physical and digital stone chakkis, synchronised Rath wheels and sensor-led technology. Devotees entered the experience in groups and collectively rotated the chakkis to unlock a 210-second immersive journey recreating the sacred process of Rath construction, followed by a divine darshan and Rath Yatra experience.

As the wheels turned, participants were taken through the story of Rath Nirman, the artistry and dedication of the Vishwakarma Maharanas and the spiritual journey of Lord Jagannath’s Rath along the Bada Danda. The experience culminated in the divine reveal of the Lord’s eyes amid chants of "Jai Jagannath."

The activation drew a symbolic connection between the sacred Rath wheel and the traditional stone chakki, reflecting shared values of quality, care and craftsmanship. Through ‘Gunatmaka Paramparaa’, Aashirvaad Atta brought its promise of 'Quality Ki Guarantee' to life by highlighting the care, precision and dedication central to both the construction of the sacred Rath and the making of every pack of Aashirvaad Atta.

The experience also extended beyond the physical installation through a seamless digital engagement. On completing the journey, devotees received a 'Quality Ki Guarantee' certificate and Rath Yatra greetings via WhatsApp, creating a personalised memory of their participation.

As a gesture of gratitude, Aashirvaad Atta provided a one-year supply of atta to the Vishwakarma Maharana artisans and their families, honouring their invaluable contribution to preserving the timeless tradition of Rath Nirman.

With more than 86500 devotees participating during the festival, ‘Gunatmaka Paramparaa’ successfully brought together Odisha’s cultural heritage and immersive storytelling technology, allowing visitors to experience the spirit of Rath Nirman in a distinctive and engaging manner.

By honouring the enduring legacy of the Vishwakarma Maharana community and enabling devotees to experience the spirit of Rath Nirman firsthand, Aashirvaad Atta reinforced its longstanding association with Rath Yatra while reaffirming the trust, quality and care that have long defined the brand.