ITC Ltd.’s Aashirvaad Salt participated in the recently organized Durga Puja in Bengal. The brand endeavored to keep the artisans hydrated with their unique initiative ‘Chutki Bhor Aashirvaad’. The special initiative was undertaken by Aashirvaad Salt to refresh thousands of artisans who tirelessly toiled as they raced to complete the idols in time for Durga Puja.

The brand also released a digital video showcasing the result of this initiative and how it powered up the energy level of the craftsmen.

Idols are an integral part of Durga Puja celebrations and Kolkata becomes home to innumerable artisans who handcraft them with utmost dedication. To revitalize and boost the energy of Bengal’s artisans, Aashirvaad Salt’s volunteers carried a container full of Nimbu Pani and reached out to more than 2800+ artisans in a span of two days. The volunteers distributed the natural refreshing beverage, prepared using Aashirvaad Iodized Salt to all the artisans to keep them energized and enabling them to work tirelessly.