Mission Shakti Launches ‘Peetha on Wheels’ to Promote Traditional Cuisine and Women Entrepreneurs During Raja

Bhubaneswar: Bringing Odisha’s festive flavours to the streets of the capital, the Mission Shakti Department has launched a unique mobile food initiative, ‘Peetha on Wheels’, to celebrate Raja Festival while creating new business opportunities for women-led Self-Help Groups (SHGs).

Deputy Chief Minister and Minister of Mission Shakti, Pravati Parida, inaugurated the initiative at the Subhadra Shakti Bazaar in Bhubaneswar on Wednesday. On the occasion, six specially designed food vehicles were flagged off to serve traditional Odia delicacies at different locations across the city during the Raja festivities.

The mobile units will offer a variety of popular traditional pithas, including Arisa, Kakara, Manda, Chakuli and Poda Pitha, along with local favourites such as Dahibara, Bara and Alu Chop. The products are being prepared and sold by women associated with SHGs, providing them with a direct marketing platform and greater visibility among consumers.

Officials said the initiative has been designed to preserve Odisha’s rich culinary traditions while strengthening livelihood opportunities for women entrepreneurs. By taking traditional foods directly to the public, the programme aims to increase demand for indigenous products and encourage younger generations to reconnect with local food traditions.

Addressing the gathering, Pravati Parida said Mission Shakti members have emerged as key contributors to Odisha’s economic and social development. She noted that innovative ventures such as ‘Peetha on Wheels’ can help SHG members expand their businesses, access new markets and increase their earnings.

The Deputy Chief Minister said the initiative reflects the government’s commitment to empowering women through entrepreneurship while simultaneously promoting Odisha’s cultural heritage.

To mark the Raja celebrations, the Mission Shakti Department has also announced special offers at the Subhadra Shakti Bazaar located on the premises of the State Institute of Rural Development (SIRD) in Bhubaneswar. Visitors can avail a 20+10 per cent discount on handloom products from June 11 to June 16.

The bazaar showcases a wide range of products made by SHG members from across the state, including handloom and handicraft items, millet-based food products and organic produce.

Several cultural and recreational activities have also been organised to enhance the festive atmosphere. SHG members trained at the World Skill Centre are providing services such as mehendi application, hair styling and nail art, while traditional Raja attractions including swings, Raja paan and lac bangles have been arranged for visitors.

Officials said the initiative is expected to strengthen the market ecosystem for women-led enterprises while offering residents an opportunity to experience Odisha’s traditional Raja celebrations, cuisine and crafts under one platform.