Bhubaneswar, June 12: In a festive initiative blending cultural celebration with economic empowerment, the Mission Shakti has launched ‘Pitha on Wheels’ to mark the Raja Festival while supporting women-led entrepreneurship across the state.
The initiative was inaugurated by Deputy Chief Minister Pravati Parida at the Subhadra Shakti Bazaar in Bhubaneswar, where six specially designed mobile food units were flagged off. The vehicles will travel across key locations in the city during the festive season, offering traditional Odia delicacies prepared by Self-Help Group (SHG) members.
The mobile units feature a variety of traditional foods including Arisa, Kakara, Manda, Chakuli, and Poda Pitha, along with popular local snacks such as Dahibara, Bara, and Alu Chop. The initiative provides SHG women direct access to consumers, enabling improved income opportunities and stronger market linkages.
Officials stated that the programme aims to preserve Odisha’s culinary heritage while using cultural festivals as platforms for women’s economic empowerment. By bringing traditional cuisine directly to the public, the initiative also seeks to encourage younger generations to engage with and appreciate regional food traditions.
As part of the wider Raja celebrations, the Mission Shakti Department has also introduced special discounts of up to 30 percent at the Subhadra Shakti Bazaar located at the State Institute of Rural Development (SIRD) campus in Bhubaneswar. The bazaar showcases handloom products, handicrafts, millet-based foods, and organic produce made by SHG entrepreneurs from across the state.
The venue also features cultural and lifestyle activities, including mehendi application, hairstyling, nail art, traditional swings, Raja-themed decorations, and local festive attractions such as Raja paan and lac bangles. These activities are being conducted by trained SHG members, further expanding livelihood opportunities.
The initiative is expected to strengthen rural entrepreneurship networks, enhance visibility for women-led enterprises, and offer citizens a vibrant space to experience Odisha’s traditional cuisine, crafts, and cultural heritage during the Raja festivities.
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