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The Rath Yatra festival, a jewel of Odisha's heritage, has symbolized tradition and faith for centuries. Aashirvaad Atta, India's leading atta brand, blends innovation with tradition during Rath Yatra through its initiatives.
This year, Aashirvaad Atta presents 'Rath Yatra - Eka Aitihya,' illustrating the evolution of Rath Yatra from the 1100s to today using immersive three-screen technology. Their stall on GT Road features vibrant Patachitra art, showcasing intricate details and mythological narratives through Ikkat, Sambalpuri, Kotki, and Bomkai handlooms.
Aashirvaad will digitally recreate the sacred Rath pulling experience, making it accessible for everyone. This immersive experience goes beyond a consumer attraction, embodying devotion and the festival's spirit.
Visitors can explore 'Rath Yatra - Eka Aitihya' near Bada Sankha More on GT Road, Puri, from July 7th to July 16th, 2024.
05-07-2024
Email: info@imciindia.org
Telephone: +91 9650304949.
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