Aashirvaad Atta Unveils Unique Festive Initiative at Mumbai’s Iconic “Andhericha Raja”

Mumbai: ITC’s Aashirvaad Atta has launched a unique festive initiative at one of Mumbai’s most iconic Ganesh pandals, “Andhericha Raja.” The campaign, titled “Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh” (Every wheat grain is special, and in every grain resides Ganesh), aims to blend devotion with purity and quality.

Speaking on the occasion, Mr. Anuj Rustagi, Chief Executive – Staples, Foods Division, ITC Ltd., said, “Ganeshotsav is celebrated with great fervor in Maharashtra. Through this initiative, we wanted to create a memorable experience for devotees. Every grain of Aashirvaad wheat is as special and pure as Lord Ganesha’s blessings, carefully sourced from the right farms.”

Highlighting its premium offerings, the brand showcased the recently launched Aashirvaad Chakki range – including Sharbati Sehore, Lokwan, and Khapli wheat flours – which have quickly become a favorite among Mumbai homemakers.

Adding a special touch to the celebrations, renowned Marathi actress Spruha Joshi visited the Aashirvaad Creation Zone and interacted with devotees. The highlight of the event was the extraordinary micro art by globally acclaimed artist Panna Maheshwari, who hand-painted miniature Ganesh idols on real wheat grains. Some of these unique grains were gifted to special guests and lucky devotees as souvenirs.

Spruha Joshi shared, “Ganeshotsav is close to every Mumbaikar’s heart. This beautiful initiative shows how divinity touches every part of our lives. I’m proud to be a part of a celebration that blends rich tradition with a commitment to quality.”

To further amplify the campaign, Aashirvaad Atta has announced its attempt to set a record for “Maximum Ganesh idols painted on wheat grains and distributed.” The Creation Zone will remain open to visitors daily from August 27 to September 5, 2025, post 4 PM.