In a move that beautifully blends dairy heritage with cultural preservation, Gowardhan Ghee, a flagship brand under Parag Milk Foods, has announced its partnership with Sony Marathi’s new reality show, Kon Honar Maharashtracha Ladka Kirtankar.
This groundbreaking reality show marks a significant milestone as the first television platform dedicated to Kirtan, a traditional Maharashtrian devotional performance art that harmonizes poetry, music, and spiritual storytelling. With deep roots in the state’s cultural consciousness, Kirtan is not merely performance—it’s a collective expression of devotion that has connected communities for generations.
By co-sponsoring this spiritual celebration, Gowardhan Ghee affirms its commitment to values of purity, tradition, and community enrichment. Speaking on the partnership, Akshali Shah, Executive Director, Parag Milk Foods, said:
“Just like Gowardhan Ghee has been part of India’s culinary traditions for generations, Kirtan holds a timeless place in Maharashtra’s spiritual fabric. We are honored to support a show that brings this powerful cultural form to the forefront.”
Tushar Shah, CMO of Sony Pictures Networks India, echoed this sentiment:
“This show is more than entertainment—it’s a revival of an art form that defines Maharashtra. With Gowardhan Ghee’s values rooted in purity and tradition, their partnership adds immense credibility and cultural resonance to this initiative.”
The program not only showcases traditional talent but also helps preserve Maharashtra’s cultural and spiritual identity. As a brand synonymous with authenticity and Indian family life, Gowardhan Ghee is aligning its legacy with a cause that transcends commerce—uplifting a regional art form on a national stage.
With a market share of over 20% in cow ghee, Gowardhan is part of the vast dairy ecosystem championed by Parag Milk Foods, one of India’s leading private dairy FMCG players. The company continues to diversify its impact—from nutrition to nurturing heritage.
