Maatrishakti Campaign: Aashirvaad lights-up Malekanghumti village in West Bengal

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Kolkata: This Durga Puja, ITC’s Aashirvaad Atta’s ‘Maatrishakti’ campaign placed mothers at the forefront, enabling them to channel their energy through the traditional Dhunuchi dance to bring light to the lives of the people of Malekanghumti, a village in Bengal.

A continuation of Aashirvaad Atta’s Eta Amar Maa campaign, this inspirational activity featured mothers of Kolkata who personified the spirit of Maa Durga herself with their participation in the traditional Dhunuchi dance. They danced on specially designed, tech-enabled energy floors. The energy generated from their dance steps was ingeniously harnessed and converted into tangible electrical energy which was then stored in batteries.

Around 25000 women came forward for the cause and helped generate 20000+ minutes of electricity, illuminating Malekanghumti village. This energy illuminated 300 homes of the village adding glimmer to their festive celebrations and further allowing them to conduct their regular activities with ease.

Encouraged by the success of the ‘Maatrishakti’ campaign, Aashirvaad Atta is taking its sustainability initiatives beyond Durga Puja. Going forward, the brand will install solar panels across the village. This endeavour aims to provide sustainable electricity, leading to a brighter and more prosperous future for the community.

Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd. said, “The remarkable energy, dedication, and unity displayed by the participating mothers in this campaign have deeply inspired us. The enthusiastic participation and the energy we witnessed during Durga Puja served as the catalyst for a commitment that extends far beyond the festival.”

Anuj Rustagi said, “Aashirvaad Atta is privileged to have been part of this heartwarming journey and will continue spreading joy and making a lasting, positive impact on our society. Our heartfelt thanks go out to the remarkable mothers who illuminated the lives of villagers during the festivities.”

The participating mothers were not only recognised but also honoured for their selfless contributions. Each participant received a certificate, a heartfelt thank-you postcard expressing the appreciation of village residents, and a vial of sindoor as a gesture of goodwill.

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