Kolkata, 5 July 2025:
Aashirvaad, India’s No.1 packaged atta brand from ITC Ltd., made a profound mark at this year’s Puri Rath Yatra with the launch of its visionary initiative ‘Bhakti Pathe’ (Path of Devotion). Seamlessly blending spiritual heritage with cutting-edge technology, the initiative redefined devotional engagement for lakhs of pilgrims between June 27 and July 5.
Set up near Bada Sankha More on Grand Road, the ‘Bhakti Pathe’ installation offered a multi-sensory spiritual experience, combining AI, gamification, and immersive digital storytelling. At the core of the activation was a holographic darshan of the Holy Trinity Lord Jagannath, Lord Balabhadra, and Devi Subhadra creating a deeply emotional and inclusive divine encounter for all visitors.
This tech-enabled spiritual zone not only paid homage to age-old traditions but also showcased how innovation can enhance religious experiences, making devotion more interactive, accessible, and memorable.
