Fortune Honors Chhath Puja with Limited-Edition Soyabean Oil Pack & Events

In a unique celebration of Chhath Puja, Fortune has introduced a limited-edition Soyabean Oil pack adorned with Madhubani art to honor Bihar’s rich cultural heritage. Available in a 1-liter pouch across Bihar, the special packaging captures the spirit of Chhath Puja, one of the state’s most revered festivals, and is Fortune’s way of connecting with Bihar’s traditions.

This festive edition is part of Adani Wilmar’s (AWL) broader initiative to honor local customs while sharing in the joy and meaning of Chhath Puja. As the festival approaches, Fortune’s Chakki Fresh Atta is also adding to the festivities by enhancing the flavor of traditional Chhath recipes like thekua—a beloved sweet treat prepared as a festive offering. With its smooth texture, Fortune Chakki Fresh Atta helps families prepare soft, flavorful thekuas, elevating the traditional delicacy.

To spread the festive cheer, AWL has organized special decorations at ghaats in key Chhath Puja locations across Patna, creating a festive atmosphere that brings the community together. Alongside this, Fortune has launched a multimedia marketing campaign, featuring television commercials, print ads, and digital content showcasing the limited-edition packaging and emphasizing the brand’s dedication to regional celebrations. A 10-second promotional film has also been released on platforms like Meta and YouTube, capturing the essence of Chhath Puja and Fortune’s involvement in it.

A highlight of Fortune’s campaign is the ‘Thekua Making Mahotsav,’ an event that celebrates the joy of traditional Chhath foods. Held across Patna, Muzaffarpur, and Bhagalpur, the event brought together over 100 women from local communities who joined forces to prepare over 3,000 thekuas using Fortune products. The event emphasized the importance of Fortune Soyabean Oil and Fortune Chakki Fresh Atta in creating authentic Chhath flavors, allowing families to prepare traditional dishes that honor the festival’s customs.

The event also featured live cooking demonstrations by Chef Poonam Singh (Patna), Chef Pawan Pandit (Bhagalpur), and Chef Naveen (Muzaffarpur), each of whom shared techniques to perfect thekua-making using Fortune’s premium ingredients. The gathering gave attendees a chance to learn, share favorite recipes, and experience the richness of Chhath traditions in a communal setting. Attendees could also sample freshly prepared thekuas, offering a taste of the holiday’s authentic flavors.

Adani Wilmar’s efforts reflect a commitment to honoring cultural heritage and promoting community bonding through food. “We’re thrilled to join the people of Bihar in celebrating Chhath Puja,” said a spokesperson for Fortune. “Through the Madhubani-inspired packaging and the Thekua Making Mahotsav, we aim to capture the essence of Chhath and bring communities together in celebration of traditional flavors.”

As Chhath Puja draws closer, the limited-edition Fortune Soyabean Oil pack and the Thekua Making Mahotsav highlight the brand’s connection with local culture, making it a meaningful part of family traditions. This year, families across Bihar can enjoy Fortune’s products as they prepare thekua and other festive treats, enhancing the joy of Chhath Puja with both taste and tradition.