Cooch Behar: ‘Sindur Khela’ is a festive tradition celebrated on the last day of Durga Puja, where women joyfully apply sindur to each other, symbolizing the celebration of womanhood and the divine energy of Goddess Durga, and is part of the ritual sending off to her.
In keeping with the festive season, Adani Wilmar, India’s leading FMCG company celebrated the occasion of ’Sindur Khela’ by presenting locally designed Alife soap hampers at Madan Mohan bari Adarsha Club, Dinhata gate Pandal in Cooch Behar, West Bengal. During the grand celebration, Adani Wilmar set up vibrant stalls with traditional Bengali décor.
Commenting on this initiative at Durga Puja festival, Mr. Vineeth Viswambharan, Associate Vice President, Marketing and Sales, Adani Wilmar, said,”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’.” Alife soap hampers were distributed to women participating in Sindur Khela, showcasing the festival’s spirit. The hampers included traditional beetle leaves, Alife soaps, and a Sindur pouch with sweets.
