Emami Healthy & Tasty has created an idol of Maa Durga sculpted from Emami Healthy & Tasty Fresh Chakki Atta for this Durga Puja, combining devotion and sustenance in a genuinely unique celebration. The atta, which is traditionally stone-ground and made from 100% pure wheat, represents tradition, community, and healthy living and exemplifies the brand’s fundamental principles of softness, nutrition, and purity.

Celebrities will participate in the 15-day event and help shape the idol, transforming it into a genuine celebration of culture and community. The campaign, which started on September 17, 2025, with well-known actress Ms. Priyanka Sarkar applying Atta to the Maa Durga Idol, will come to an end on Dashami, October 2, with Sindur Khela.

Seeds will be inserted into the idol as a symbolic act of rebirth, signifying fresh starts and expanding the Goddess’s divine blessings.

“Durga Puja is a season of celebration, faith, and quality time spent with loved ones. Emami Healthy & Tasty Fresh Chakki Atta stands for sustenance, purity, and tradition, all of which we aimed to symbolize with our special Atta Durga campaign. Similar to how our atta unites families around tender, healthful rotis, our idol honors harmony, compassion, and the enduring essence of Durga Puja,” said Mr. Vibhash Agarwal, Director.

A great initiative indeed!!

Priyanka Dutta