Bhubaneswar, Aug 13 : What began as a festival-led awareness initiative at this year’s Rath Yatra has now grown into a lasting commitment to children’s nutrition. Building on the success of its ‘Iodine Ka Tilak’ campaign, ITC’s Aashirvaad Salt has partnered with 7 Children Foundations – Asha Kiran, Jeevan Jyoti, Sri Sri Maa Ananda, Rama Krushna Balaasharm, Prativa and Madhurmyee Adarsha Siksha Niketan to contribute iodized salt for over 6 lakh children’s meals, extending the campaign’s Seva pillar well beyond the festival itself.
The Iodine Ka Tilak initiative enabled over 3 lakh devotee interactions, driving meaningful conversations around the role of iodine in everyday nutrition. More than 1.5 lakh glasses of Lembu Sarbat and Tanka Torani, a beloved drink of Lord Jagannath prepared with fermented rice water and the right pinch of Aashirvaad Iodized Salt, were served, celebrating Odisha’s rich culinary heritage while reinforcing the role of iodized salt in everyday meals.
For Aashirvaad Salt, the festival was never meant to be the endpoint. By channeling that goodwill into a structured nutrition partnership, the brand has turned a moment of collective devotion into an ongoing act of service- ensuring that the conversations sparked on the Rath yatra continue to translate into real support for children’s nutrition long after.
Speaking about the initiative, Mr. Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd., said:“Rath Yatra is a celebration of faith, community and service. Through Aashirvaad Salt, we wanted to participate in that journey in a way that was both culturally meaningful and socially relevant. By extending our Seva beyond the festival, we hope that the conversations that began at Rath Yatra continue as meaningful, lasting support for children’s nutrition”
By bringing together the three pillars of Darshan, Ann and Seva, Aashirvaad Salt has demonstrated how a festival activation can evolve into a long-term social impact initiative. What began as an effort to spread awareness around iodine during Rath Yatra now lives on a tangible contribution to children’s nutrition- legacy that endures well beyond the festival itself.
