Sunrise ‘Dashabhuja – Ghore Ghore Durga’ connects with 1000 Pandals

In a remarkable celebration of culture, tradition, and women empowerment, ITC Sunrise Spices, the leading brand in West Bengal, announced the 'Dashabhuja – Ghore Ghore Durga' campaign during Durga Puja.

As part of the campaign, the team reached out to puja pandals from across 21 districts in West Bengal inviting women to participate in the Sunrise Spices' Dashabhuja Contest. This initiative was aimed to recognise the heroes of every household—women, whose remarkable multitasking abilities hold every family together. It underscores Sunrise's deep-rooted commitment to empowering women and celebrating them especially during the joyous festive season.

Women participants from more than 1,000 pandals exhibited exceptional creativity, artistry, and a profound connection to the festival's roots. Of the 1000 pandal, top 250 pandals were shortlisted through a meticulous evaluation process led by a panel of expert judges.  For the next qualifying round, they had to  showcase their talents through a captivating performance on the Sunrise Puja theme song, beautifully rendered by the talented Monali Thakur.

Amongst the 250 pandal, top 50 pandals were selected by the judges, who evaluated various aspects of their Durga Puja celebrations. Hattala Saroijanin Durgotav, Rampurhat. Bhattacharjee Para Durga Puja, Murshidabad Beharampore, Contai Youth Guid, Contai, Buddha Bihar Sarbojonin Puja Committee, Durgapur, and Sree Sangha Club, Rajganj, Jaipaiguri emerged as the top 5 winners of the contest. They were awarded with exciting gifts and each of them received a cash prize of upto INR 1 lakh Amount.

Commenting on the success of the campaign, Mr. Piyush Mishra, Business Head, Sunrise Spices, said, "Our heartfelt congratulations to the winning pandals – they exhibited extraordinary creativity and remarkable ability to inspire people of Bengal.  The overwhelming response and active participation of over 1,000 pandals transformed this campaign into a true embodiment of the spirit of Durga Puja. We look forward to continuing the journey of innovation, inclusivity, and empowerment in future as well.”

Over the last few years, Sunrise has deployed several initiatives which have been industry trendsetters.  For instance, in 2021 Sunrise 66 pally created history with 4 women priests invoking Maa Durga. Similarly, last year the brand conducted an all-women bike rally in Kolkata to spread awareness on importance of self- defense. A brand synonymous with almost every household in West Bengal. ITC Sunrise spices has always stood for women empowerment  and their independence to do more in life.