Mumbai, May 11, 2026: Mr. Piruz Areez Khambatta, Chairman of Rasna Group and Founder Trustee of the Areez Khambatta Benevolent Trust and Rasna Foundation, announced the launch of his book Ashoi: The Zoroastrian Art of Success and Immortality along with the unveiling of an entrepreneurial fund aimed at fostering enterprise and leadership within and beyond the Parsi community. The book was launched at The Taj Mahal Palace, Mumbai, in the presence of Chief Guest Shri Kiren Rijiju, Hon’ble Union Minister for Parliamentary Affairs and Minority Affairs, along with distinguished guests including Shri Milind Deora, Member of Rajya Sabha; Justice (Retd.) Shahrukh J. Kathawalla, Former Judge, Bombay High Court; Vada Dasturji Khurshed Dastoor, High Priest, Iranshah Atash Behram, Udvada; and Mr. Berjis Desai, Member, National Commission for Minorities, and author of Modi’s Mission, among prominent members of the Parsi community, civil society and business leaders.
The book Ashoi: The Zoroastrian Art of Success and Immortality presents 51 timeless principles distilled from over three millennia of Zoroastrian wisdom, offering a framework for leadership, character, family and business. It seeks to answer enduring questions about the Parsi community’s remarkable success, including their sustained business legacy, global adaptability and reputation for trust and integrity. It attributes these achievements to the foundational tenets of Zoroastrian philosophy, particularly the concept of Ashoi, which is a commitment to success in every sphere of existence, signifying purity in thought, word and deed.
Following the book launch, an entrepreneurial fund was unveiled in knowledge partnership with the World Zarathushti Chamber of Commerce (WZCC). Promoted by a group of like-minded Parsi business leaders, the fund aims to foster entrepreneurship among Parsi youth through mentorship, strategic guidance, and financial support for early-stage ventures.
A key objective of this initiative is to attract and empower talented youth, including both those currently in India and those who wish to return home, to build enterprises domestically. This effort directly contributes to the Hon’ble Prime Minister Shri Narendra Modi’s vision of a ‘Viksit Bharat 2047.’ While the fund focuses on the next generation of the Parsi community, it remains open to participation beyond the community, aligning with the Hon’ble Prime Minister’s own view: ‘The rich culture of Parsi community is an important and integral part of country’s invaluable heritage.’
Speaking at the book launch, Mr. Piruz Areez Khambatta, Chairman of Rasna Group and Founder Trustee of the Areez Khambatta Benevolent Trust and Rasna Foundation, said, “In today’s fast-moving and constantly changing world, I believe people are searching for values and principles that can bring greater meaning, balance and direction to their lives. The principles of integrity, purpose, discipline and ethical living have played a significant role in shaping the lives of most Parsis. Through this book, I have attempted to bring ancient Zoroastrian wisdom into a modern and practical context. While it draws from this heritage, its message is meant for one and all. This is not so much a religious book as it is a practical guide to becoming a better person, and as we better ourselves, we contribute to the vital task of nation-building. I hope that individuals and families can use these timeless teachings as a guide to build a meaningful, successful and fulfilling life.”
The launch event was organised by the Areez Khambatta Benevolent Trust and the Rasna Foundation (the CSR arms of the Rasna Group) as part of their commitment to promoting education and knowledge dissemination.
About Mr. Piruz Areez Khambatta
Mr. Piruz Areez Khambatta, Chairman of Rasna Group, is a distinguished entrepreneur and industry leader with a background in biochemistry and law; he also holds a PhD in entrepreneurship. Since assuming leadership of Rasna in 1997, he has transformed it into a leading Make in India brand, generating significant employment and supporting rural economies. He is the Founder Trustee of the Areez Khambatta Benevolent Trust and the Rasna Foundation, which drive impactful initiatives in education, healthcare and social welfare. Mr. Khambatta also serves as Chairman of the CII National Committee on Taxation, Ambassador to the Make in India initiative and NITI Aayog and Honorary Consul General of the Republic of Korea in Gujarat. He has held several prominent leadership roles across industry bodies and advisory councils. His contributions have been recognised through numerous accolades, including the Dadabhai Naoroji Millennium Award, Asia Pacific Entrepreneurship Award and the Mother Teresa Award for Corporate Citizen.
About Rasna Pvt Ltd
Rasna is India’s most reputed FMCG business house and the No.1 family-owned brand sold in more than 60 countries, with 12 manufacturing plants across India and various certifications, including ISO-22000-2005, HACCP and HALAL. Further strengthening its market leadership, Rasna has recently acquired Jumpin. Rasna boasts a robust distribution network featuring 26 depots, 200 super stockists, 5,000 stockists and 900 sales personnel, covering 1.8 million outlets across India. Rasna has received numerous accolades, including the prestigious Superior Taste Award (2008) from The International Taste and Quality Institute, Belgium, as well as recognition from Cannes Lions, Monde Selection, Master Brand, The World Brand Congress and ITQI for superior taste and quality. Renowned for innovation in product development, marketing and distribution, Rasna enjoys 100% brand recall and an 85% market share, making it a benchmark in the industry.
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