The iconic dairy brand partners with Sony Marathi to celebrate and preserve Maharashtra’s treasured Kirtan tradition through a unique reality show.
Mumbai, 13 June 2025 — Gowardhan Ghee, the flagship brand of Parag Milk Foods, has announced its collaboration with Sony Marathi for the launch of ‘Kon Honar Maharashtracha Ladka Kirtankar’ — a first-of-its-kind reality show dedicated to Maharashtra’s rich Kirtan tradition. This devotional art form, blending storytelling, poetry, and music, has been at the heart of Maharashtra’s spiritual and cultural identity for centuries.
The partnership reflects Gowardhan Ghee’s deep commitment to India’s cultural roots, extending its legacy of purity from dairy excellence to the preservation of timeless traditions. By bringing Kirtan into the mainstream through this innovative television format, the show aims to inspire a new generation of artists and audiences alike.
“At Parag Milk Foods, our ethos has always been rooted in authenticity and heritage,” said Akshali Shah, Executive Director, Parag Milk Foods. “Supporting ‘Kon Honar Maharashtracha Ladka Kirtankar’ aligns perfectly with our values. Just as Gowardhan Ghee has been a symbol of trust in Indian households, Kirtan represents an unbroken chain of devotion and cultural storytelling. We are proud to help showcase this art form to a wider audience.”
Echoing the sentiment, Tushar Shah, Business Head – Hindi Movies, English, Bengali, Marathi, Infotainment Channels & CMO, Sony Pictures Networks India, stated, “This is more than a reality show; it is a tribute to an art form that has shaped Maharashtra’s cultural soul. With Gowardhan Ghee as our partner, we are confident that Kon Honar Maharashtracha Ladka Kirtankar will reignite pride and passion for this beautiful tradition across generations.”
Through this association, Gowardhan Ghee reinforces its identity not just as a leader in dairy but as a champion of India’s living heritage.