Raaga Professional pays tribute to Kumartuli Artisans with new Durga Puja Campaign featuring Sushmita Roy

Kolkata: Raaga Professional, the professional care brand from FMCG major CavinKare, has launched a new Durga Puja initiative celebrating the artisans of Kumartuli, whose craft and generational expertise have shaped Bengal's cultural identity.

As part of the initiative, celebrity Sushmita Roy unveiled the brand film 'Ma'er Shaaj, Ebar Raagar Shaaj' (A New Look for Maa, a Raaga Look), which pays tribute to the artisans whose craftsmanship brings Maa Durga to life each year. The film moves beyond the finished Durga idols to spotlight the people and processes behind them. Through glimpses into the lives and work of Kumartuli's artisans, it highlights the discipline, skill and inherited knowledge involved in creating the idols over months of painstaking preparation. The initiative also draws a connection between the artisans' expertise and Raaga Professional's focus on professional skill and craftsmanship.

Ashrit Pattanaik[/caption] Commenting on the initiative, 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."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." Alongside the film, Raaga Professional is extending support to the Kumartuli artisan community through a dedicated festive fund. Consumers across West Bengal can contribute by availing Raaga Professional salon services at participating neighbourhood salons, with a portion of the proceeds being directed towards the fund. The funds 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 aims to recognise the artisans behind one of Bengal's most enduring cultural traditions and spotlight the expertise, patience and generations of craftsmanship that go into making the festival possible https://youtu.be/Rh5W4I_2WlA?si=xCbiP7gs-3iI_tJO