This Pujo, Sunrise Spices Celebrates Maa Durga With an Iconic "Fan"-fare

News Desk, News Nation 360: As part of the cultural revival campaign to highlight the Bengali identity through indigenous handicrafts, Sunrise Spices (ITC Ltd) reinvented the traditional welcome ritual of Durga Puja as a Maha Boron Community Spectacle by organising a Grand Maha Boron celebration on Maha Sashthi at the historic Ahiritola Sarbojanin Durgotsav in North Kolkata. Rewriting the domestic boron custom, wherein the deity is traditionally welcomed and blessed and fanned with a fan as an expression of reverence, the activation engaged over 200 women and participants in a synchronized fanning display using specially commissioned artisanal Sunrise haathpaakhas in a choreographed performing arts recital along with a curated festive anthem; attended by Tollywood actor Swastika Dutta, and led by Suresh Chand, Business Head, Sunrise Spices (ITC Ltd), the high-profile heritage gathering illustrated how the rural fan-weaving crafts can be incorporated into the living urban temple rituals to enrich the Bengal's artisanal legacy while rekindling the intergenerational pride in everyday emblems of Bangaliyana.

Pic: Krishnendu Kundu