Sindur Khela’, a vibrant tradition celebrated on the last day of Durga Puja, sees women joyfully applying sindur to one and another, symbolizing the celebration of both womanhood and the divine energy embodied by Goddess Durga. It is also a part of the ritual send off to the Goddess, celebrated with sweets, paan and the application of Sindur.
Adani Wilmar, India’s leading FMCG company, celebrated the festive season by presenting locally designed A life soap hampers at Netaji Pandal in Agartala. 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’.”
The Alife soap hampers were distributed to women partaking 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.
