Bhubaneswar: In a unique blend of cultural celebration and economic empowerment, the Odisha Government’s Mission Shakti Department has launched ‘Pitha on Wheels’, a mobile food initiative aimed at promoting traditional Odia cuisine while creating greater market opportunities for women entrepreneurs during the Raja Festival.
The initiative features specially designed vehicles that travel to different locations, offering a variety of traditional Odia pithas, snacks, and festive delicacies prepared by members of Self-Help Groups (SHGs). Through the programme, women entrepreneurs are directly involved in the preparation, branding, marketing, and sale of the products.
Officials said the initiative seeks to popularize Odisha’s rich culinary heritage while providing SHG members with direct access to consumers, helping them expand their businesses and generate sustainable income. By connecting traditional food products with a wider customer base, the programme aims to strengthen women-led enterprises and promote local entrepreneurship.
The launch comes as part of the state’s broader efforts to empower women through livelihood opportunities under Mission Shakti, which has emerged as one of Odisha’s flagship programmes for women’s economic development.
Alongside the mobile food venture, the government has also organized the Subhadra Shakti Bazaar, a special marketplace showcasing products created by SHG members. The bazaar offers discounts on handloom and handicraft products and serves as a platform for women entrepreneurs to display and sell their goods.
Visitors to the Raja Festival celebrations can also enjoy a range of cultural performances, traditional games, and community activities, creating a vibrant atmosphere that highlights Odisha’s cultural and artistic traditions.
Officials believe initiatives such as ‘Pitha on Wheels’ and the Subhadra Shakti Bazaar not only preserve and promote traditional food and crafts but also contribute to women’s financial independence by creating new avenues for income generation.
As Raja Festival celebrations continue across the state, the initiative is expected to attract residents and tourists alike, offering them an opportunity to experience Odisha’s culinary heritage while supporting women-led enterprises and local communities.
-OdishaAge
