– Announces Transformative Entrepreneurial Initiative For Gen Next –

At a distinguished event hosted at Mumbai’s iconic Taj Mahal Palace, on 9^th May, 2026, Ahmedabad-based industrialist, philanthropist and Chairman and MD of the eminent Rasna Group as also Founder Trustee – Areez Khambatta Benevolent Trust and Rasna Foundation – Piruz Areez Khambatta unveiled his much-anticipated new book, ‘Ashoi: The Zoroastrian Art of Success and Immortality’, while simultaneously announcing a major entrepreneurial initiative aimed at mentoring and investing in the next generation of business leaders.

The evening brought together an eminent cross-section of political leaders, jurists, industrialists, clergy, professionals and distinguished members of the Parsi community. The event was graced by Chief Guest – Kiren Rijiju, Union Minister for Minority Affairs, GoI, alongside Member of Parliament – Milind Deora, Zoroastrian Representative at the National Commission of the Minorities – Adv. Berjis Desai; Justice (Retd.) Shahrukh J. Kathawalla, Vada Dasturji Khurshed Dastoor and several prominent personalities from business, philanthropy, and civil society including Boman Irani, Anahita Desai, Jimmy Mistry, Dr. Pheroza Godrej, Burjor Antia, Hormusji Cama, Khojestee Mistree, Vada Dasturji Cyrus Dastur, Bachi Karkaria, Nawaz Modi, Mickey Mehta, Sam Balsara and many more.

The event commenced with the felicitation of the Chief Guest and Guests of Honour by Piruz Khambatta following which his graceful wife, Binaisha Khambatta, Trustee of the Areez Khambatta Benevolent Trust, listed out the activities that their trust undertakes gratis for Parsis and society.

The launch marked not merely the release of a new publication, but the articulation of a broader vision rooted in Zoroastrian ethics, entrepreneurship, and nation-building. Drawing upon more than three millennia of Zoroastrian philosophy, Ashoi distills 51 principles centered around integrity, discipline, truthfulness, service, and purposeful living. The book seeks to explore a longstanding question frequently associated with the Parsi community: how has such a small population consistently produced generations of trusted entrepreneurs, industrialists, professionals and philanthropists whose influence on India has been so outsized!

Khambatta attributed this to the Zoroastrian concept of ‘Ashoi’ – rooted in purity and righteousness of thought, word and deed, reflected in the timeless triad of ‘Humata, Hukhta and Hvarshta’ – Good Thoughts, Good Words and Good Deeds. He described the book as a practical framework for ethical leadership and meaningful success in modern life. “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,” he said.

He shared that all proceeds from the book sales would be directed towards charitable causes. Expressing gratitude, he thanked Ervad Dr. Ramiyar Karanjia, Maneck Davar and his children, Arzeen, Avan and Arzad, for their support in making both the book and launch event successful. He also acknowledged Lord Karan Bilimoria, Nadir Godrej, Chandrajit Banerjee, Dr. Hasmukh Adhia and Ambassador Sujan R. Chinoy for their review endorsements. He concluded by sharing the heartening news that his youngest son, Areez, would soon be initiated as a navar like his elder son, continuing the family’s commitment towards giving back to the Parsi community.

Minister Kiren Rijiju, in his address, praised the Parsi community’s extraordinary contribution to India’s economic, social and philanthropic landscape. Describing the community as “a beacon of integrity, enterprise and philanthropy,” he highlighted how Zoroastrian values of truth, discipline, purity and service have consistently shaped generations of nation-builders. Rijiju also commended the ongoing work of the Areez Khambatta Benevolent Trust and the Rasna Foundation, describing their efforts as “meaningful, quiet work that uplifts society and strengthens the spirit of giving back.”

Milind Deora reflected on the profound influence of Zoroastrianism in India and across the world, while recalling his family’s longstanding bond with Mumbai’s Parsi community. He praised the community’s deep-rooted values of righteousness and integrity and suggested that Ashoi be translated into Marathi to reach a wider audience. Vada Dasturji Khurshed Dastoor explained that Ashoi symbolised purity and righteousness, describing it as an extension of the Zoroastrian principles of Humata, Hukhta and Huvarshta.

Advocate Berjis Desai observed that indifference within the community posed a greater concern than declining demographics and urged greater engagement among Parsi youth with the principles of Ashoi. Justice Shahrukh Kathawalla described the book as a valuable repository of Zoroastrian wisdom and noted the symbolic significance of hosting the launch at the iconic Taj Mahal Palace, built by Jamsetji Tata.

A major highlight of the evening was the announcement of a new entrepreneurial fund being established in knowledge partnership with the World Zarathushti Chamber of Commerce (WZCC). The initiative, promoted by like-minded Parsi business leaders, aims to foster entrepreneurship among youth by offering mentorship, strategic guidance and financial support to promising early-stage ventures.

A key objective of the initiative is to attract and empower talented youth, including those currently in India as well as members of the diaspora interested in returning home to build enterprises domestically. Organizers noted that the effort aligns with Prime Minister Narendra Modi’s vision of a ‘Viksit Bharat 2047’, while remaining open to participation beyond the Parsi community. Additional reports surrounding the launch noted that the proposed corpus could eventually reach ₹100 crore, positioning it as one of the more significant organized entrepreneurship initiatives emerging from within the community.

In interactions during the event, Khambatta spoke passionately about the importance of trust as a long-term economic asset rather than merely a moral virtue. Referring to iconic institutions such as Tata, Godrej, Wadia, Shapoorji Pallonji, the Poonawallas and Rasna, he reflected on how reputations built over generations enable organisations to transcend industries, markets and economic cycles. One of the most thought-provoking moments of the evening came when Khambatta posed a powerful question to the audience: “What are you building that will still matter when you are gone?”

The event mirrored many of the themes explored in the book, including enterprise balanced by ethics, prosperity tied to stewardship, and the belief that wealth creation carries a broader responsibility to society. Organised by the Areez Khambatta Benevolent Trust and the Rasna Foundation, the evening also reflected the Rasna Group’s ongoing commitment towards education, leadership development and knowledge-sharing initiatives.

The evening drew to a warm and memorable close with a heartfelt vote of thanks by Arzad Khambatta, followed by the rendition of the Parsi anthem and the national anthem. Guests later enjoyed an elegant Parsi dinner and received copies of Ashoi along with commemorative keepsakes.

Having transformed Rasna into one of India’s leading FMCG brands while championing philanthropy and nation-building initiatives, Piruz Khambatta’s journey itself reflects many of the values celebrated in the book. For many in attendance, Ashoi represented more than a book – it emerged as a timely and relevant reflection on leadership, character, ethical enterprise and the values required to shape a meaningful and enduring legacy in contemporary India.

[Inputs by Shayan Bisney]