Aashirvaad Salt rejuvenates thousands of devotees at Puri Rath Yatra

ITC’s Aashirvaad Salt, acclaimed for its processing of natural sea salt crystals and high standards of hygienic handling, participated in Orissa’s biggest annual festival, Puri Rath Yatra. A special initiative was launched by Aashirvaad Salt to energize thousands of devotees who endure the scorching heat and dusty winds during Rath Yatra This year, Aashirvaad Salt took the onus of helping pilgrims to keep themselves hydrated with its initiative ‘Chutki Bhar Aashirvaad’.

During the 10 day-long annual festival, while devotees participated in the 2 km procession starting from Lord Jagannath’s Temple to Gundicha Temple, they were greeted with Aashirvaad Salt’s special ‘Nimbu Pani’ carts.

Speaking on the occasion, Mr. Suresh Chand, Marketing Manager, Staples and RTE – Foods, ITC Ltd. said, “Brand Aashirvaad’s philosophy has been to ‘Nurture through Nature’. It was felt that Aashirvaad salt could make a meaningful contribution to the spirit and celebration of Rath Yatra by energizing thousands of devotees with a refreshing beverage like nimbu pani. For us, this initiative is a testimony of the powerhouse that a pinch of Aashirvaad Salt can be in the lives of consumers.”

With this philanthropic gesture, the brand served more than 1 Lakh devotees by distributing 11,086 litres of Nimbu Pani throughout the festival between 4th July to 12th July.