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Aashirvaad Salt rejuvenates more than 2800 Kolkata Artisans this Durga Puja

Aashirvaad Salt Volunteers carried Nimbu Pani and reached out to the artisans

Through the ‘Chutki Bhor Aashirvaad’ initiative, the brand reached out to the unsung heroes and powered up their energy levels with the refreshing beverage, Nimbu Pani

Kolkata 2 October, 2019: ITC Ltd.’s Aashirvaad Salt participated in Bengal’s biggest annual festival, Durga Puja. The brand endeavored to keep the artisans hydrated with its initiative ‘Chutki Bhor Aashirvaad’. The special initiative was undertaken by Aashirvaad Salt to refresh thousands of artisans who tirelessly toil as they race to complete the idols in time for the most awaited festival of West Bengal. The brand also released a digital video showcasing the result of this initiative and how it powered up the energy level of the craftsmen who put their best foot forward with months of hard work to enable people of West Bengal to celebrate Durga Puja in a befitting manner. Video Link-

Idolsarean integral part of Durga Puja celebrations and Kolkata becomes home to innumerable artisans whohandcraftthem with utmost dedication thatbrightens up the festival. They work night and day laboriously, recreating the charm and intricate beauty of Goddess Durga and other idols that are creatively decorated to be displayed in pandalsduring the festive period. To revitalize and boost the energy of Bengal’s artisans, Aashirvaad Salt’s volunteers carried a container full of NimbuPani and reached out to more than 2800+ artisans in a span of two days. The volunteersdistributedthe natural refreshing beverage, prepared using Aashirvaad Iodized Salt to all the artisans to keepthem energized and enabling them to work tirelessly.

Speaking on the occasion, Mr. Ganesh Kumar Sundararaman, SBU Chief Executive – Staples, Snacks & Meals, ITC Ltd- Foods Divisionsaid, We are glad that we could make a contribution to enliven the spirit of the artisans through our ‘Chutki Bhor Aashirvaad’ initiative. Aashirvaad Salt’s philosophy has been to ‘Nurture through Nature’ and this initiative was a testimony of the powerhouse that a pinch of Aashirvaad Salt can be in the lives of consumers.”

About ITC Foods: ITC’s branded packaged foods business is one of the fastest growing foods businesses and the third largest foods company in India, driven by the market standing and consumer franchise of its popular brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages. ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network. ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products. The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.

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