The dairy giant joins hands with Sony Marathi to spotlight Kirtan, Maharashtra’s timeless art of devotional storytelling, through a pioneering reality show.
Mumbai, 12 June 2025:
Gowardhan Ghee, the flagship brand of Parag Milk Foods, has announced its partnership with Sony Marathi for Kon Honar Maharashtracha Ladka Kirtankar — India’s first reality show dedicated to Kirtan, Maharashtra’s revered devotional art that fuses storytelling, poetry, and music. This collaboration seeks to bring Kirtan into mainstream media, preserving its cultural and spiritual essence while inspiring the next generation of performers.
“At Parag Milk Foods, our ethos has always been rooted in authenticity and heritage,” said Akshali Shah, Executive Director, Parag Milk Foods. “Just as Gowardhan Ghee has been a trusted part of Indian households for generations, Kirtan represents an unbroken chain of devotion and storytelling. We’re honored to support this unique show that keeps Maharashtra’s timeless traditions alive for today’s audiences.”
Tushar Shah, Business Head – Hindi Movies, English, Bengali, Marathi, Infotainment Channels & CMO, Sony Pictures Networks India, added:
“Sony Marathi has always aimed to showcase stories that reflect Maharashtra’s true spirit. Kon Honar Maharashtracha Ladka Kirtankar is not just a show — it’s a heartfelt tribute to an art form central to the state’s identity. With Gowardhan Ghee as a partner, we look forward to reviving interest in this beautiful tradition across India.”
Through this partnership, Gowardhan Ghee continues its role as a custodian of purity — not only in dairy but in preserving India’s living heritage.
About Parag Milk Foods Ltd
Parag Milk Foods Limited is India’s largest private dairy FMCG company, known for its innovation, nutritional products, and brands like Gowardhan, Go, Pride of Cows, and Avvatar. It reaches over 5 lakh retail touchpoints across the country, delivering health, taste, and purity since 1992.
About Sony Marathi
Sony Marathi is a leading Marathi general entertainment channel from Sony Pictures Networks, dedicated to blending tradition with cultural innovation while showcasing the true spirit of Maharashtra through premium content.