Bhubaneswar: In a unique initiative aimed at celebrating Raja Festival while promoting women-led entrepreneurship, the Odisha Government’s Mission Shakti Department on Thursday launched ‘Pitha on Wheels’, a mobile food venture designed to popularise traditional Odia cuisine and expand market opportunities for Self-Help Group (SHG) members.
Deputy Chief Minister Pravati Parida inaugurated the initiative at the Subhadra Shakti Bazaar in Bhubaneswar and flagged off six specially designed ‘Pitha on Wheels’ vehicles. The mobile units will serve traditional Odia delicacies at key locations across the city during the Raja festivities.
The vehicles will offer a variety of traditional pithas, including Arisa, Kakara, Manda, Chakuli and Poda Pitha, along with popular local snacks such as Dahibara, Bara and Alu Chop. The food items are being prepared and marketed by women associated with SHGs, providing them with direct access to consumers and new avenues for income generation.
Officials said the initiative is part of the State Government’s efforts to preserve Odisha’s rich culinary heritage while using cultural festivals as platforms for women’s economic empowerment. By taking traditional food closer to the public, the programme also seeks to encourage younger generations to connect with indigenous food traditions.
Speaking on the occasion, Parida highlighted the contribution of Mission Shakti members to Odisha’s rural economy and said innovative marketing initiatives such as ‘Pitha on Wheels’ help SHG entrepreneurs enhance their earnings through improved market access while showcasing the State’s culinary legacy.
As part of the Raja celebrations, the Mission Shakti Department has also announced a special discount at the Subhadra Shakti Bazaar located at the State Institute of Rural Development (SIRD) campus in Bhubaneswar. Visitors can avail a 20+10 per cent discount on handloom products from June 11 to June 16.
The bazaar features a wide range of handloom and handicraft products, millet-based food items and organic produce manufactured by SHG members from different parts of the State.
To enhance the festive experience, several cultural and lifestyle activities have been organised at the venue. SHG members trained at the World Skill Centre are offering services such as mehendi application, hair styling and nail art, while traditional Raja attractions including swings, Raja paan and lac bangles have also been arranged for visitors.
The initiative is expected to strengthen market linkages for women entrepreneurs and provide citizens with a one-stop destination to experience Odisha’s traditional Raja festivities, local cuisine and cultural heritage.
