Durga Puja sets stage for community outreach by businesses in West Bengal

West Bengal’s famous Durga Puja pandals are increasingly turning into sites for businesses to engage in community outreach. From idols made of recycled products to themes around environmental issues or health check-ups in the middle of pandal hopping, the forays are as diverse as the brands making them.

At Tridhara Sammilani, artist Chandra Nath Saha, in collaboration with Linc Limited’s Pentonic, has created a Durga idol with about 13,000 pens and an equal number of recycled plastic refills, which will be reused after the pujas in an eco-friendly effort. “We wanted to take something as familiar as a pen and give people a reason to see it differently,” Deepak Jalan, managing director, Linc Ltd. said. 

The Techno India Group’s seven-feet-high Durga idol, made from rusted iron pipes and chains, discarded machine parts, old metal components, and traditional brass puja utensils, was brought to life by art teachers and students. Titled ‘Sustainable Shakti’, it focuses on responsible consumption. “The essence of tradition lies not only in preserving what we have inherited, but also in evolving it responsibly for the future,” Manoshi Roychowdhury, co-chairperson, Techno India Group, said. 

Food brand Fortune has taken a similar approach at Deshapriya Park, where it has created a Rajbari-inspired installation using more than 3,000 product jars and packs. “West Bengal is an extremely important market for Fortune, and we are continuously looking for meaningful avenues to connect with our consumers across the State,” Mukesh Mishra, joint president, sales and marketing, AWL Agri Business Limited, said. The company also plans to extend its #FortuneSobarPujo initiative to over 3,000 children in orphanages, and elder care homes, in Asansol and Durgapur.

At Badamtala Ashar Sangha, a mural tunnel uses everyday ingredients, including rice, puffed rice, lentils and soya nuggets to depict Durga Puja rituals, including Mahalaya, Ashtami Anjali, and Sindur Khela. 

Some initiatives are focused on making the festival more accessible. Woodlands Hospital has organised the third edition of its ‘Khudeder Puja Safar’ on Chaturthi, taking 20 children on a curated tour of Kolkata’s pandals. ‘Khudeder Puja Safar’ was created so that more children can experience the magic of Durga Puja and be part of Bengal’s biggest celebration,” Rupak Barua, MD and CEO, Woodlands Multispeciality Hospital Limited, said. “Care is more than healthcare; it’s about creating meaningful experiences, strengthening communities and enriching lives,” Mr. Barua said. 

Star Health insurer has set up three ‘Bishram Grih’ (rest homes) at two pandals in Kolkata and one in Durgapur. Running from October 16 to 20, the facilities offer seating and refreshments, alongside a contactless facial scan that generates an indicative report covering around 17 health parameters. 

Shyam Metalics and Energy Limited’s ‘Shakti Ek, Roop Anek’ (one power, many forms) is a Durga structure made with the company’s Tiger TMT bars, where visitors can write wishes. They have also set up resting kiosks for police personnel on festive duty at 30 pandals across Bengal.

Battery maker Eveready has reimagined traditional Bengali toys, including the terracotta horse and Bengal owl, with remote-controlled versions available through promotional activities at two pandals in Kolkata’s 95 Pally and Mudiali during Durga Puja. 

In West Bengal, which lives from Durga Puja to Durga Puja in an annual calendar that revolves around the festivities, enterprises vie to go beyond posters and banners to participate with art installations and social impact.