This Durga Puja, Emami Healthy & Tasty has come up with a unique celebration by creating a Maa Durga idol made from Emami Healthy & Tasty Fresh Chakki Atta. The idol is made from 100% pure wheat and is traditionally stone-ground, embodying the brand’s core values of purity, nutrition, and softness. The initiative aims to symbolize tradition, togetherness, and wholesome living.
The idol-making process began on September 17, 2025, with popular actor Priyanka Sarkar participating in the initial phase. Later, Prosenjit Chatterjee, the brand ambassador of Emami Healthy & Tasty, attended the final phase of the idol-making. In a symbolic gesture of renewal, seeds embedded in the idol will be planted later, marking new beginnings and extending the divine blessings of Maa Durga.
According to Vibhash Agarwal, Director of the Emami Group, the “Atta Durga” initiative aims to create a symbol that embodies nourishment, purity, and tradition, which are the same values that Emami Healthy & Tasty Fresh Chakki Atta represents. The initiative has been widely appreciated, with visitors coming to see the idol of Durga Maa.
Emami Agrotech Ltd, the edible oil, food, and bio-diesel arm of the Emami Group, has recently entered the branded staples market with the launch of Emami Healthy & Tasty Fresh Chakki Atta, Maida, and Suji. The Emami Healthy & Tasty Fresh Chakki Atta is made from the finest wheat grains and is traditionally stone-ground to retain its natural goodness. It is rich in protein, fiber, and vitamins, ensuring nutritious meals with soft, fluffy rotis. The brand is committed to quality and “food happiness,” turning every meal into a celebration of life and relationships.
The Emami Group is a Rs 30,000 crore company, and Emami Agrotech Ltd is its Rs 20,000 crore arm. With the launch of Emami Healthy & Tasty, the company aims to provide high-quality products that embody the values of tradition, togetherness, and wholesome living. The unique initiative of creating a Maa Durga idol from Emami Healthy & Tasty Fresh Chakki Atta is a reflection of the company’s commitment to these values.