October 27, 2021

Aashirvaad Salt Volunteers carried Nimbu Pani and reached out to the artisans Durga Puja

Staff Reporter – Kolkata

ITC Ltd.’s Aashirvaad Salt participated in Bengal’s biggest annual festival, Durga Puja. The brand endeavored to keep the artisans hydrated with its initiative ‘Chutki Bhor Aashirvaad’. The special initiative was undertaken by Aashirvaad Salt to refresh thousands of artisans who tirelessly toil as they race to complete the idols in time for the most awaited festival of West Bengal. The brand also released a digital video showcasing the result of this initiative and how it powered up the energy level of the craftsmen who put their best foot forward with months of hard work to enable people of West Bengal to celebrate Durga Puja in a befitting manner. Video

Link- https://www.youtube.com/watch?v=ywkUYT2eaIc   Idolsarean integral part of Durga Puja celebrations and Kolkata becomes home to innumerable artisans whohandcraftthem with utmost dedication that brightens up the festival. They work night and day laboriously, recreating the charm and intricate beauty of Goddess Durga and other idols that are creatively decorated to be displayed in pandalsduring the festive period. To revitalize and boost the energy of Bengal’s artisans, Aashirvaad Salt’s volunteers carried a container full of Nimbu Pani and reached out to more than 2800+ artisans in a span of two days. The volunteersdistributedthe natural refreshing beverage, prepared using Aashirvaad Iodized Salt to all the artisans to keep them energized and enabling them to work tirelessly.   Speaking on the occasion, Mr. Ganesh Kumar Sundararaman, SBU Chief Executive – Staples, Snacks & Meals, ITC Ltd- Foods Divisionsaid, “We are glad that we could make a contribution to enliven the spirit of the artisans through our ‘Chutki Bhor Aashirvaad’ initiative. Aashirvaad Salt’s philosophy has been to ‘Nurture through Nature’ and this initiative was a testimony of the powerhouse that a pinch of Aashirvaad Salt can be in the lives of consumers.”

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