The Business Bytes
Bhubaneswar, July 5, 2024 (TBB Bureau): The Rath Yatra festival, a crowning jewel of Odisha’s rich cultural heritage, has been a beacon of tradition and faith for centuries. This year, the festival’s grandeur is set to reach new heights as Aashirvaad Atta, India’s leading atta brand, introduces a groundbreaking initiative, ‘Rath Yatra – Eka Aitihya,’ seamlessly blending innovation with age-old traditions.
Aashirvaad Atta’s ‘Rath Yatra – Eka Aitihya’ promises a captivating journey through time, showcasing the evolution of Rath Yatra from the 1100 AD to the present day using state-of-the-art three-screen technology. Located on the bustling Grand Road in the pilgrim city of Puri, the brand’s stall will be a visual feast, adorned with vibrant Pattachitra art and the intricate handlooms of Ikkat, Sambalpuri, Kotki, and Bomkai, each telling its own story of Odisha’s rich heritage.
In a unique fusion of the virtual and the real, Aashirvaad will offer a digital simulation of the sacred chariot-pulling experience. This innovative approach ensures inclusivity, allowing everyone, including those who may find the physical act challenging, to participate in this revered ritual.
The immersive experience crafted by Aashirvaad Atta transcends mere consumer attraction. It embodies devotion and captures the festival’s spirit, promising an unforgettable journey through Odisha’s cherished traditions.
Visitors are invited to explore ‘Rath Yatra – Eka Aitihya’ at Aashirvaad’s activation near Bada Sankha on the Grand Road, Puri. The stall will be open from July 7th to July 16th, 2024, offering a once-in-a-lifetime blend of devotion and innovation.
Devotees are requested to embark on this remarkable journey and witness the timeless legacy of Odisha’s Rath Yatra brought to life like never before.
