Chhath Goes Digital: Aashirvaad brings Tradition at Your Fingertips

India, 27th October 2025: Chhath Puja a festival of gratitude, purity, and devotion to Chhathi Maiya and the Sun—holds a special place in the hearts of millions across India. This year, Aashirvaad Shudh Chakki Atta introduces the ‘Ghar Jaisa Chhath’ initiative, allowing devotees to experience and participate in Chhath rituals from the comfort of their homes.

Recognizing that many devotees today are constrained by distance, urban life, or changing routines, Aashirvaad has launched the Aashirvaad Chhath Experience   an interactive digital platform that brings the auspicious journey of Chhath to life through storytelling, sound, and sensory design.

The microsite guides devotees step-by-step through rituals—from preparing Thekua to arranging Soop and offering heartfelt prayers for family wellbeing. The experience culminates with soulful Chhath geet and the serene Arghya to the setting sun, symbolizing gratitude and divine blessings. Users can also capture festive selfies in a Chhath-themed frame and share them with loved ones, spreading joy across distances.

To amplify the festive spirit, Aashirvaad is hosting the #GharJaisaChhath Contest from October 25–31, 2025. Devotees who complete the microsite journey and share their selfies on social media stand a chance to win exciting prizes.

Commenting on the campaign, Anuj Rustagi, BU Chief Executive  Staples, Foods Division, ITC Ltd., said:
“Through our festive campaigns, we strive to connect with consumers authentically and meaningfully. Our campaign celebrates the festival in a contemporary format, helping families cherish age-old rituals while staying rooted in their values. Every element—from the ambient audio of river ghats to the narration of Chhath geet—has been designed to evoke the emotion and reverence of being at the ghat itself. Through this digital journey, we hope to transform distance into closeness and celebration into a shared emotion.”

To make the celebration even more rooted in regional culture, Aashirvaad Shudh Chakki Atta has launched a Limited Edition Chhath Pack (LEP), featuring Madhubani art – the region’s most prominent art form curated by Padma Shri Dulari Devi-a tribute to the festival’s cultural roots. Each pack carries a QR code for instant access to the microsite—making it easy for devotees across regions to reconnect with tradition from home.