ITC Aashirvaad Atta’s Ganesh Chaturthi Campaign Sets world record with the Biggest Distribution of Ganesha Idols on Wheat Grains

As part of its festive initiative at the iconic Andheri Cha Raja pandal in Mumbai, Aashirvaad distributed 2000 intricately engraved wheat grains featuring the idol of Lord Ganesha to devotees during the 10-day celebrations. Each engraved grain was presented in an acrylic display box with a built-in magnifying lens – a rare collectible that captured the campaign’s devotional essence.

The initiative was brought to life under Aashirvaad’s this year’s festive campaign “Gehu Gehu Hai Vishesh, Har Gehu Mein Hai Ganesh”, which paid heartfelt tribute to the purity of wheat and its deep cultural significance in Indian households. More than a symbolic gesture, it reflected Aashirvaad’s core belief that every grain of wheat embodies purity and devotion-worthy quality and, when milled, transforms into the  atta that has earned the trust of millions of households. Staying true to its promise of shuddhata (purity), Aashirvaad continues to source responsibly, uphold the highest quality standards, and evolve with the changing needs of Indian families. In Mumbai, this commitment is reflected in Aashirvaad’s wide portfolio of offerings including Chakki Premium MP Sehori Atta, Chakki MP Sehori Atta, Chakki MP Lokwan Atta, Chakki Khapli Atta, and Organic Atta. Each variant brings the finest grains to consumers, ensuring superior-quality atta tailored to local preferences, from soft and fluffy rotis to nutritious, mindful choices.