Tapash Roy, 25th September: In an extraordinary fusion of faith and nourishment, Emami Healthy & Tasty has created a Maa Durga idol sculpted entirely from its Fresh Chakki Atta. Crafted from 100% pure wheat and stone-ground in the traditional way, the initiative seeks to embody the brand’s ethos of purity, nutrition, togetherness, and wholesome living.
Superstar and Brand Ambassador Prosenjit Chatterjee graced the final phase of the idol’s completion. The initiative, which commenced on September 17 with the participation of actor Priyanka Sarkar, carries a symbolic gesture of sustainability: seeds embedded within the idol will later be planted, signifying new beginnings and invoking the blessings of Maa Durga.
“Durga Puja celebrates devotion, joy, and unity. Through the Atta Durga initiative, we aspired to craft a symbol reflecting nourishment, purity, and tradition — the very values our Fresh Chakki Atta stands for. The initiative has already drawn enthusiastic visitors eager to witness this one-of-a-kind idol,” said Vibhash Agarwal, Director, Emami Group.
The unveiling comes as Emami Agrotech Ltd — the ₹20,000 crore edible oil, food, and bio-diesel arm of the ₹30,000 crore Emami Group — makes a strategic entry into India’s vast branded staples market with the launch of Emami Healthy & Tasty Fresh Chakki Atta, Maida, and Suji. Made from select wheat grains and traditionally stone-ground, the atta is rich in protein, fibre, and vitamins, ensuring soft, nutritious rotis while underscoring the brand’s promise of quality and “food happiness.”
Emami Agrotech Limited, a flagship of the Emami Group, is a leading player in edible oils, spices, specialty fats, vanaspati, and biodiesel, with a turnover of around ₹20,000 crore. Its popular brands include Emami Healthy & Tasty, Himani Best Choice, Rasoi, and Bake Magic. Expanding its footprint beyond oils, the company has launched “Mantra Masala” spices using cryogenic technology and ventured into processed foods with “Advans” soya chunks.
With state-of-the-art facilities at Haldia (West Bengal), Krishnapatnam (Andhra Pradesh), Jaipur (Rajasthan), and Kandla (Gujarat) — boasting a total capacity of 12,000 tonnes per day — Emami Agrotech integrates advanced R&D and stringent quality testing to meet global standards. The company is also engaged in organic and contract farming, reinforcing its long-term commitment to sustainable agriculture and nutrition.
