‘Sindur Khela’ is a festive tradition on the last day of Durga Puja where women joyfully apply sindur to each other, symbolizing womanhood and the divine energy of Goddess Durga, as part of the ritual sending off.
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 Tarapur Pandal in Silchar. During the grand celebration, Adani Wilmar set up vibrant stalls with traditional Bengali décor. 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. 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’.”
