Mission Shakti’s ‘Peetha on Wheels’ brings Raja delights to doorsteps, boosts SHG livelihoods

THEBUSINESSBYTES BUREAU

BHUBANESWAR, JUNE 11, 2026

In a unique blend of cultural celebration and women’s economic empowerment, the Mission Shakti Department has launched ‘Peetha on Wheels’, a mobile food venture designed to promote Odisha’s rich culinary heritage while creating enhanced market opportunities for Self-Help Group (SHG) members during the Raja Festival.

The initiative was inaugurated by Deputy Chief Minister Pravati Parida at the Subhadra Shakti Bazaar in Bhubaneswar on Thursday. As part of the programme, six specially designed ‘Peetha on Wheels’ vehicles were flagged off to serve traditional Odia delicacies at key locations across the city throughout the festive period.

The mobile units will offer a wide range of authentic Odia delicacies, including Arisa, Kakara, Manda, Chakuli and Poda Pitha, along with popular local favourites such as Dahibara, Bara and Alu Chop. Prepared and marketed by women associated with SHGs, the initiative provides a direct platform for women entrepreneurs to connect with consumers, expand their customer base and enhance their incomes.

The programme reflects the State Government’s continued commitment to preserving Odisha’s cultural traditions while leveraging festivals as opportunities for inclusive economic growth. By taking traditional cuisine closer to citizens, the initiative seeks to popularise indigenous food practices among younger generations and create sustainable livelihood opportunities for women-led enterprises.

Speaking on the occasion, Deputy Chief Minister Pravati Parida highlighted the pivotal role played by Mission Shakti members in strengthening Odisha’s rural economy. She said innovative marketing initiatives such as ‘Peetha on Wheels’ not only showcase the State’s rich culinary legacy but also help SHG members improve their earnings through better market access and visibility.

Adding to the festive celebrations, the Mission Shakti Department has announced a special Raja Festival offer at the Subhadra Shakti Bazaar located on the SIRD campus in Bhubaneswar. From June 11 to June 16, visitors can avail themselves of an attractive 20+10 per cent discount on handloom products.

The bazaar features an extensive collection of handloom and handicraft items, millet-based food products and organic produce manufactured by SHG members from across Odisha. To create a vibrant Raja experience, several cultural and lifestyle activities have also been organised at the venue.

SHG members trained at the World Skill Centre are offering services such as mehendi application, hair styling and nail art. Traditional attractions, including Raja swings, Raja paan and lac bangles, have also been arranged to provide visitors with an immersive festive experience.

The initiative is expected to strengthen the market ecosystem for women entrepreneurs while offering citizens a unique opportunity to celebrate Raja through Odisha’s traditional cuisine, crafts and cultural heritage at a single destination.