Aashirvaad’s Madhubani Art Campaign Brings Chhath Puja to Life

ITC Aashirvaad, a well-established brand in the Indian atta market, has launched a special campaign to celebrate the vibrant festival of Chhath Puja. In collaboration with Padma Shri Smt. Dulari Devi, a renowned Madhubani artist, the initiative—titled Apni Madhubani, Apna Aashirvaad—aims to celebrate Bihar's rich cultural heritage through the traditional art form of Madhubani.

As part of the campaign, a unique workshop was organised by ITC, where budding artists and enthusiasts had the opportunity to learn directly from Smt. Dulari Devi, a prominent figure in the Madhubani tradition. The workshop allowed participants to explore the intricate techniques of this folk art, which has been passed down through generations in Bihar’s Mithila region.

In addition to the workshop, ITC Aashirvaad has launched limited-edition atta packs adorned with exclusive Madhubani artwork by Smt. Dulari Devi. The design on these packs highlights the rituals and traditions of Chhath Puja, adding a cultural touch to the festive celebrations. To deepen the consumer’s connection with the festival, the pack includes a QR code linking to an interactive feature that explains the rituals, significance, and history of Chhath Puja.

“We are pleased to be part of such an important cultural celebration and honoured to collaborate with Smt. Dulari Devi,” said Mr. Anuj Rustagi, COO, Staples & Adjacencies at ITC Ltd. “Through this initiative, we hope to engage with the younger generation, encouraging them to appreciate and carry forward the cultural richness of Madhubani art.”

Smt. Dulari Devi expressed her excitement about the collaboration, noting, “This initiative celebrates Chhath Puja and helps keep the essence of Madhubani art alive for future generations. I am thrilled to be a part of it.”

Alongside the workshops and festive packs, Aashirvaad has launched a user-generated content (UGC) contest to further engage with the community. Running from November 4th to December 4th, participants are invited to showcase their Madhubani artwork for a chance to win exciting prizes. Those wishing to participate can give a missed call to 7097299717 and submit their artwork as part of the competition.

Aashirvaad, known for its focus on purity, ensures that its products are made with 0% maida, using carefully selected grains and a packaging process that adheres to stringent hygiene standards. The limited-edition packs are available in stores across Bihar and Jharkhand, where the brand enjoys strong market presence.