Sunday, 21 July 2024


Aashirvaad Brings alive ‘Rath Yatra through the Ages

Staff Reporter –

The Rath Yatra festival, a jewel in the crown of Odisha’s rich cultural heritage, has been a symbol of tradition and faith for centuries. In the last few years, Aashirvaad Atta, India’s Number 1 atta brand, has been blending innovation with tradition through its unique initiatives around Rath Yatra.

This year, Aashirvaad Atta presents ‘Rath Yatra – Eka Aitihya’, an initiative that promises to be a journey through time, showcasing the evolution of Rath Yatra since the 1100s AD to the present date through an immersive 3 screen technology. The brand’s stall, set up on the bustling GT Road, will be adorned with the vibrant traditional art of Patachitra. This ancient art form, known for its intricate details and mythological narratives through the handlooms of Ikkat, Sambalpuri, Kotki, and Bomkai, each telling a story of their own.

In a unique blend of the virtual and the real, Aashirvaad will recreate the sacred Rath pulling experience. This digital simulation is designed to be inclusive, allowing those who find the physical act of pulling the chariot challenging to partake in the ritual.

The immersive experience crafted by Aashirvaad Atta is poised to be more than just a consumer attraction. It is an embodiment of devotion, a warm embrace of the festival’s spirit that promises to deliver an experience to remember.

‘Rath Yatra – Eka Aitihya’ honors the timeless legacy of Orissa’s Rath Yatra. One can visit Aashirvaad activation near Bada Sankha More at GT Road, Puri and embark on an unforgettable journey of devotion and innovation.

The stall will be open for visitors from 7th July to 16th July 2024.


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