Kolkata, Aug 27: Ahead of Durga Puja, Raaga Professional, the professional care brand from FMCG major CavinKare, celebrated the artisans of Kumartuli, whose craft, dedication and generational knowledge haveshaped the visual identity of Bengal’s most cherished festival for decades. As part of its Durga Puja initiative, celebrity Ms. Sushmita Roy unveiled Raaga Professional’s brand film, ‘Ma’er Shaaj, Ebar Raagar Shaaj, paying tribute to the artisans whose skill and craftsmanship bring Maa Durga to life every year.
The film goes beyond the magnificence of the finished Durga idols to explore the people and the craft behind them. Through intimate glimpses into the lives and work of Kumartuli’s artisans, the film captures the discipline, skill, and inherited knowledge that goes into creating Maa Durga year after year. It reflects on a lesser-seen aspect of the festival, the months of painstaking work that precede the few days when Kolkata comes alive in celebration and pays homage to the artisans whose craft has become an integral part of Bengal’s cultural legacy.
Commenting on the initiative, Mr. Ashrit Pattanaik, Business Head, Raaga Professional, CavinKare, said,
“The artisans of Kumartuli represent a remarkable legacy of skill that has been passed down through generations. Their work is not simply about creating idols; it preserves a craft, a cultural identity, and a tradition that continues to evolve while retaining its essence. Through ‘Ma’er Shaaj, Ebar Raagar Shaaj’, we wanted to acknowledge this extraordinary skill and the people who have dedicated their lives to it. For Raaga Professional, a brand built around professional skill and expertise, this connection felt especially meaningful. The initiative is our tribute to their craft and an expression of our respect for the legacy they continue to build.”
Speaking on the same with the initiative, Ms. Sushmita Roy said,
“There is something deeply moving about the fact that the people who spend months preparing Maa Durga for millions of families and communities often remain behind the scenes themselves. When I heard the thought behind ‘Ma’er Shaaj, Ebar Raagar Shaaj’, it immediately resonated with me. It is a beautiful reminder that celebration is not complete unless we celebrate the people who make it possible. I feel privileged to be part of a campaign that puts these incredible artisans and their stories where they belong: at the heart of the celebration.”
As part of the initiative, Raaga Professional is also extending its support to the Kumartuli artisan community through a dedicated fund. Consumers across West Bengal can contribute to the initiative by availing Raaga Professional salon services at participating neighbourhood salons, with a portion of the proceeds being channeled towards the fund. The funds raised will be used to provide new festive garments to approximately 100 members of the artisan community ahead of Durga Puja.
Through ‘Ma’er Shaaj, Ebar Raagar Shaaj’, Raaga Professional seeks to shine a light on the people behind one of Bengal’s most enduring cultural traditions and recognise the expertise, patience and generations of craftsmanship that make the celebration possible.
