Kolkata, September 17, 2025: Durga Puja in Bengal is not just a festival, it’s an emotion, a cultural heartbeat. This year, Emami Healthy & Tasty has taken the festive spirit a step further by unveiling a unique idol of Maa Durga, sculpted entirely from their Fresh Chakki Atta.
The initiative, titled “Atta Durga”, beautifully merges the essence of nourishment with devotion. The idol, crafted from 100% pure wheat atta — stone-ground to retain its natural goodness — is designed to embody the brand’s values of purity, health, and togetherness.
The 15-day celebration, beginning on 17th September 2025, will see participation from noted personalities and community members who will join in shaping the idol, making it not just a religious event but a cultural collaboration. Popular actor Priyanka Sarkar unveiled the idol on the inaugural day, marking a festive start that will culminate on Dashami, 2nd October, with the symbolic ritual of Sindur Khela.
What makes this initiative truly unique is its message of renewal. Seeds have been embedded within the idol, which will be planted after immersion — a sustainable gesture of new beginnings, carrying forward Maa Durga’s blessings into the soil.
Speaking about the initiative, Mr. Vibhash Agarwal, Director, Emami Group, said:
“Durga Puja is about faith, celebration, and shared joy. With Atta Durga, we wanted to create a living symbol of nourishment, purity, and tradition — the same values Emami Healthy & Tasty Fresh Chakki Atta brings to every home. Just as our atta brings families together over soft, wholesome rotis, this idol represents unity and the timeless spirit of Puja.”
Emami Agrotech Ltd, part of the Rs 30,000 crore Emami Group, has recently expanded into India’s branded staples market with products like Fresh Chakki Atta, Maida, and Suji. The move strengthens its presence in the food industry, where it is already a household name with brands like Emami Healthy & Tasty edible oils, Himani Best Choice, Rasoi, Bake Magic, and Mantra Masala.
With the Atta Durga initiative, Emami is not only celebrating tradition but also redefining how brands can engage with culture and community during one of India’s biggest festivals. This unique blend of spirituality, sustainability, and nourishment has already created waves across Kolkata, setting the tone for a Puja that is both memorable and meaningful.
