Bhubaneswar: ITC’s Aashirvaad Atta, India’s No.1 packaged atta brand, is back to celebrate Odisha’s biggest annual festival, Puri Rath Yatra 2023. The brand is known to find innovative ways to enable devotees to experience this rich cultural festival. This year too, Aashirvaad Atta presents a one-of-a-kind and unparalleled immersive ‘270-degree theatrical experience’ providing devotees with a captivating and culturally rich journey of Odisha and the grandeur of the Rath Yatra.
Through the 9 days of the Puri Rath Yatra festival, devotees from across India, converge to witness the magnificent procession of Lord Jagannath. The entire state wears a festive hue and immerses itself in preparing for the yatra with deep reverence and enthusiasm. Aashirvaad Atta has been an integral part of this iconic event for several years, actively supporting and enriching the spiritual experience of the countless devotees who flock to Puri. To enhance the celebration this year’s Rath Yatra, Aashirvaad has created a tech-enabled immersive theatre experience at the ‘Aashirvaad Odisha Anubhuti Bhavan’.
