ITC Aashirvaad Atta celebrates Chhath Puja with Madhubani Art tribute

In celebration of the auspicious festival of Chhath Puja, ITC Aashirvaad, one of India’s leading atta brands, has collaborated with renowned Madhubani artist, Padma Shri Smt. Dulari Devi. This special partnership includes an exclusive workshop where Smt. Dulari Devi shared her expertise in the traditional Madhubani art form, offering budding artists and enthusiasts an invaluable opportunity to learn directly from a master.

Through this initiative, ITC Aashirvaad aims to foster greater appreciation for this iconic art form and preserve its cultural legacy.
To commemorate the festival, Aashirvaad has launched limited-edition atta packs adorned with a custom Madhubani painting by Smt. Dulari Devi. The artwork beautifully illustrates the rituals of Chhath Puja, bringing the spirit of the festival into homes across India.

Adding to the festive spirit, Aashirvaad has introduced a User Generated Content (UGC) contest, running from November 4th to December 4th, inviting participants to showcase their Madhubani art for a chance to win exciting prizes. Participants can join by giving a missed call to 7097299717 and submitting their artwork.

Speaking on the initiative, Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd., said: “We are delighted to join in the celebration of Chhath Puja and honored to collaborate with Padma Shri Smt. Dulari Devi. Her exceptional talent and dedication to Madhubani art inspire many. Through this initiative, we hope to inspire the younger generation to embrace and carry forward this rich tradition.”

Dulari Devi shared her excitement about the collaboration, saying: “It has been an enriching experience working with ITC Aashirvaad for Chhath Puja. This initiative not only celebrates the festival but also supports the preservation of Madhubani art for future generations.”
This dedication reflects the values of purity and tradition that are central to Chhath Puja, making Aashirvaad a trusted choice for families during this festive time.