Bhubaneswar, June 12: In a unique initiative blending cultural celebration with women’s empowerment, the Odisha Government’s Mission Shakti Department has launched ‘Pitha on Wheels’, a mobile food venture aimed at promoting traditional Odia cuisine and creating new business opportunities for women-led Self-Help Groups (SHGs).
Deputy Chief Minister Pravati Parida inaugurated the initiative at the Subhadra Shakti Bazaar in Bhubaneswar and flagged off six specially designed food vehicles. The mobile units will serve traditional Odia delicacies at various locations across the city during the Raja Festival.
The ‘Pitha on Wheels’ vehicles will offer a range of popular Odia dishes, including Arisa Pitha, Kakara Pitha, Manda Pitha, Chakuli Pitha and Poda Pitha, along with local favourites such as Dahibara, Bara and Alu Chop. All food items are being prepared and marketed by women associated with SHGs, providing them with direct access to customers and enhanced income opportunities.
Officials said the initiative is designed to preserve Odisha’s rich culinary heritage while using cultural festivals as a platform to strengthen women’s economic participation. The programme also aims to introduce younger generations to traditional Odia food culture.
Speaking at the launch, Pravati Parida highlighted the significant contribution of Mission Shakti members to the state’s rural economy and said innovative marketing platforms such as ‘Pitha on Wheels’ help women entrepreneurs expand their businesses through better market access while showcasing Odisha’s unique food traditions.
As part of the Raja celebrations, the Mission Shakti Department has also announced special offers at the Subhadra Shakti Bazaar located at the campus of the State Institute of Rural Development. Visitors can avail themselves of a combined 30 per cent discount (20+10 per cent) on handloom products from June 11 to June 16.
The bazaar features an extensive collection of handloom and handicraft products, millet-based foods and organic produce prepared by SHG members from across the state.
To add to the festive atmosphere, several cultural and lifestyle activities have been arranged. SHG members trained at the World Skill Centre are offering services such as mehendi application, hair styling and nail art. Traditional Raja attractions, including swings, Raja paan and lac bangles, have also been set up for visitors.
The initiative is expected to strengthen market linkages for women entrepreneurs while offering citizens a vibrant platform to experience Odisha’s Raja Festival, traditional cuisine and cultural heritage.
