Aashirvaad Atta salutes Mothers in ‘Durgotinashinir Shondhane’ campaign

This Durga Puja, ITC’s Aashirvaad Atta has launched an empowering campaign, ‘Durgotinashinir Shondhane,’ honoring the strength of mothers and their essential role as nourishers of their families. Drawing parallels with Ma Durga, the embodiment of multiple forms and energy, the campaign recognizes mothers as powerful forces, tirelessly nurturing their children, much like the goddess herself.

The campaign has been designed to highlight the invaluable contributions mothers make in nourishing their families. Aashirvaad Atta has introduced a unique consumer engagement experience at the Baghbazar Sarbojonin Durga Puja Pandal.

Mothers visiting the pandal are invited to participate in a special activity where they rotate traditional chakkis (grinding stones), generating kinetic energy. This energy lights up a massive LED screen where Ma Durga, powered by the mothers’ efforts, defeats Mahishasur, the demon. Each round of grinding symbolizes the relentless efforts of mothers to ensure the well-being of their families, reinforcing the message that mothers are the true incarnations of Ma Durga, the Durgotinasini—the force that overcomes all challenges.

In addition to the symbolic celebration, Aashirvaad Atta has partnered with local NGO Shoishob to support underprivileged children. For every round of chakki-rotation, 4 kg of Aashirvaad Atta will be donated to Shoishob, contributing to their mission of fulfilling the nutritional needs of children from marginalized communities.

Commenting on the campaign, Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd, said: “Each year, we engage in Durga Puja with the intent to make a meaningful impact. This year, the ‘Durgotinashinir Shondhane’ campaign is a tribute to the indomitable strength of mothers, who embody the qualities of Ma Durga as protectors and providers. We are proud to celebrate the unwavering spirit of every mother, who is the ultimate nourisher.”

Popular actress Sandipta Sen, present at the campaign’s inauguration, added:“It’s a privilege to be part of the ‘Durgotinashinir Shondhane’ campaign by Aashirvaad Atta. This campaign resonates with every woman, acknowledging the immense power mothers hold in shaping the future of their children. I’m honored to be part of an initiative that celebrates this critical role.”

Through this cause-driven campaign, Aashirvaad Atta not only pays homage to mothers but also reinforces its commitment to community welfare, ensuring a meaningful connection between the festival and a noble cause.