The Business Bytes
Bhubaneswar, July 5, 2024 (TBB Bureau): Aashirvaad Salt is gearing up to celebrate the globally renowned Puri Rath Yatra 2024 with an innovative initiative, ‘Aashirvaad Iodine ka Chheenta’. This unique campaign aims to raise awareness about the critical importance of iodine in daily diets and encourages devotees to pledge to include iodized salt in their routine.
This innovative campaign by Aashirvaad Salt not only celebrates the spirit of the Puri Rath Yatra but also underscores the importance of health and well-being for all devotees.
Iodine is an essential micronutrient crucial for normal growth, brain development, and thyroid function. Studies indicate that adequate iodine intake is vital for cognitive function and overall mental well-being. The ‘Aashirvaad Iodine ka Chheenta’ campaign seeks to educate devotees on the importance of iodine consumption and empower them to make informed dietary choices.
As part of this initiative, devotees at the festival will receive a special tilak on their foreheads. This tilak, infused with organic chandan (sandalwood) and iodine tincture, is designed to be absorbed by the body, providing an immediate dose of iodine. More importantly, devotees will be encouraged to pledge to consume iodized salt, such as Aashirvaad Salt, regularly to support their iodine needs.
Visitors to the Puri Rath Yatra can spot ’tilak manas’ (boys carrying iodine-infused tilak trays) near Bada Sankha on Grand Road in the pilgrim city. Additionally, they can visit the Aashirvaad Salt stall to receive their share of the blessed ‘Aashirvaad Iodine ka Chheenta’. The stall will be open to visitors from July 7, 2024, onwards.
