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Mumbai (Anil Bedag): ITC’s Aashirvaad Atta has introduced its unique festive initiative at one of the most famous Ganesh Pandals in Mumbai, “Andheri Cha Raja”. The initiative has been launched through a special campaign “Gehun Ghehun Hai Special, Har Ghehun Mein Hai Ganesh”. Speaking on the occasion, Mr. Anuj Rustagi, Chief Executive – Staples, Foods Division, ITC Ltd. said, “Ganeshotsav is celebrated with great pomp in Maharashtra. We wanted to create an unforgettable experience for the devotees. The ‘Gehun Ghehun Hai Special, Har Ghehun Mein Hai Ganesh’ activity reflects this spirit. Every grain of Aashirvaad wheat is as special as the blessings of Lord Ganesha, pure and of the finest quality as it is carefully handpicked from the right farms.
The recently launched Ashirvad Chakki range of Premium Sihori, Sihori, Lokvan and Khapli Atta embodies these values and has proven to be the choice of Mumbai housewives.”
To add to the festive ambiance, popular Marathi actress Spruha Joshi visited the creation zone of Ashirvad Atta and experienced the whole venture with the devotees. Also, globally renowned micro-painter Panna Maheshwari showcased her unique art by hand painting the idol of Lord Ganesha on real wheat grains. Some of these special wheat grains were also given away as souvenirs to eminent personalities and lucky devotees, making this Ganeshotsav truly unique.
Spruha Joshi said, “Ganeshotsav is very close to the heart of every Mumbaikar. This beautiful initiative showcases how divinity touches every aspect of our lives. I feel proud to be a part of this unique celebration that brings together our rich traditions and commitment to the quality of blessings.”
To further strengthen this initiative, Ashirvad Atta has announced to attempt the record of “distributing the maximum number of Ganesha idols carved on wheat grains”. This Creation Zone will be open for devotees from 27th August to 5th September 2025, daily after 4 pm.
