Adani Wilmar, India’s leading FMCG company, celebrated the festival by presenting locally designed Alife soap hampers at Tarapur Silchar, Assam. 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.
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. Adani Wilmar’s Associate Vice President, Marketing and Sales, Vineeth Viswambharan, emphasized the cultural significance of Sindur Khela and the brand’s decision to embrace the spirit of the Pujo and be part of the vibrant celebrations of Sindhu Khela.
