Sindur Khela, a traditional ritual on the last day of Durga Puja, involves women applying Sindur to each other, symbolizing the celebration of womanhood and the divine energy of Goddess Durga. Adani Wilmar, India’s leading FMCG company, celebrated the festival by presenting locally designed Alife soap hampers at Dishari club in Jalpaiguri, West Bengal.
The Alife soap hampers were distributed to women in Sindur Khela, exhibiting the true spirit of the festival. The hampers contained traditional beetle leaves, Alife’s soaps along with a sindur pouch with delectable mishti (sweets) as a token of cultural appreciation.
Commenting on this initiative at Durga Puja festival, Mr. Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar, said, “Sindur Khela, is a vibrant and culturally significant tradition observed on the final day of Durga Puja, where women come together to bid farewell to the Goddess. As a brand that has quickly developed a strong following, particularly in West Bengal, we decided to embrace the spirit of the Pujo and be part of the vibrant celebrations of ‘Sindhu Khela’.”
