Mumbai: Gowardhan Ghee, a flagship brand under Parag Milk Foods and a trusted name in premium dairy products, has announced its partnership with ‘Kon Honar Maharashtracha Ladka Kirtankar’, a pioneering reality show on Sony Marathi. The collaboration underscores Gowardhan Ghee’s continued commitment to preserving India’s cultural and spiritual traditions by supporting Maharashtra’s rich legacy of Kirtan—a revered devotional art form that combines storytelling, poetry, and music.
As the first reality television show dedicated entirely to Kirtan, ‘Kon Honar Maharashtracha Ladka Kirtankar’ offers a national platform for this age-old practice that has served as a spiritual and cultural cornerstone for generations. The show aims to celebrate, preserve, and pass on this heritage to younger audiences, while bringing it into the mainstream.
Akshali Shah, Executive Director, Parag Milk Foods, shared her perspective on the partnership, “At Parag Milk Foods, our ethos has always been rooted in authenticity and heritage. Just as Gowardhan Ghee has been a trusted part of Indian households for generations, Kirtan carries forward an unbroken chain of devotion and storytelling. We are honored to support the reality show ‘Kon Honar Maharashtracha Ladka Kirtankar’ on Sony Marathi, ensuring that Maharashtra’s timeless traditions continue to inspire and resonate with audiences today.”
The collaboration is a natural fit, as both Gowardhan Ghee and the art of Kirtan are steeped in purity, tradition, and cultural value. By aligning with a show that shines a spotlight on Maharashtra’s spiritual heritage, the brand positions itself not only as a leader in dairy but also as a steward of Indian culture.
Tushar Shah, Business Head – Hindi Movies, English, Bengali, Marathi, Infotainment Channels & Chief Marketing Officer (CMO), Sony Pictures Networks India (SPNI), emphasized the importance of the initiative, “Sony Marathi has always been at the forefront of bringing stories that capture the true spirit of Maharashtra. Kon Honar Maharashtracha Ladka Kirtankar is not just a reality show—it is a heartfelt tribute to an art form that has shaped the cultural identity of the state. By giving talented Kirtankars a national platform, we hope to reignite interest in this beautiful tradition. We are delighted to have Gowardhan Ghee as a partner on this journey, as their values of purity and tradition beautifully align with the essence of the show, making this initiative even more meaningful.”
This meaningful partnership positions Gowardhan Ghee not just as a household staple, but as a brand committed to the values and traditions that form the soul of Indian life. Through its association with ‘Kon Honar Maharashtracha Ladka Kirtankar’, Gowardhan Ghee reinforces its role in nurturing cultural continuity—ensuring that the timeless spirit of Kirtan continues to echo in homes across Maharashtra and beyond.
