Elephant Atta just turned 60 years, commemorating being the first South Asian atta brand in the UK. It is a well-known fact that no South Asian meal is complete without roti or bread. With this in mind, Elephant Atta has always aimed to be at the heart of the family by upholding traditions and nurturing generational memories with their premium quality flours.
To celebrate 60 years of being at the heart of each home, Elephant Atta held their diamond jubilee anniversary event at the Wembley London Designer Outlet, on the 23rd of July, 2022.
The festivities started in the morning the community coming together to celebrate this great brand. The guests engaged with exciting performances by the Giardino Strings Quartet and dances by the renowned Bhangra Dance London group, who showcased immense talent and energy throughout the day! Along with this, Sunrise Radio RJ Shabnam Sahi, hosted fun contests for participants to take part in, handing out Elephant Atta goodies as prizes!
One of the most memorable events of the day was the unveiling of a billboard on the main stage, to the beats of ‘dhol’ (Indian drums). The key visual was a representation of Elephant Atta’s consumers from different ethnic backgrounds, age groups, generations, and life stages. This took place amongst prominent community figures like Member of Parliament, Virendra Sharma and Muhammed Butt – Counsellor of Brent council. They congratulated Elephant Atta for its monumental 60 years.
Councillor Butt said “Elephant Atta has been a part of my life since I was a child to being here today, and now my own children are celebrating Elephant Atta”
MP Virendra Sharma said, “Elephant Atta has given pleasure and happiness to many families including mine” and spoke about the heritage they have created.
They were accompanied by Professor Kishan Devani and Michelin star chef Atul Kochhar, who congratulated the brand for 60 years of being so loved by every South Asian family.
Mary Wilson from Westmill Foods, who was also present stated “If we look back at our goal 60 years ago, it was to be at the heart of every South Asian family. It is absolutely wonderful to hear the stories straight from the community, in terms of role that our brand has played and the love that we have received”.
Popular influencers from South Asian community such as @radikalkitchen, @15min_mom, @mahisarna, @cookingwithzainab, @DipnaAnand and @Diningandbeyond! all mingled with the crowd and took part in the festivities. All day, guests were able to enjoy delicious cupcakes made from the different ranges of Elephant Atta.
In addition to these exciting performances, guests were also given the chance to participate in Elephant Atta’s 60th-anniversary competition, where they were asked to share a story or recipe with Elephant Atta, and how it has impacted their family. The competition is still open, and we look forward to hearing your very own Elephant Atta story, make sure to share it on https://elephantatta.com/60years/ to have a chance of winning one of 6 Elephant Atta gold pendants, the runner-ups can win 60 silver pendants (Ts&Cs apply). Elephant Atta is genuinely humbled by the support received over these 60 years and looks forward to being a part of your family for generations to come!