Abaran Timeless Jewellery invokes Konkani tradition with Choodi pooja

Tradition is perhaps the most sensitive aspect of an Indian’s life. However, innate belonging towards traditional customs has become skin-deep for the youth. In an attempt to revive the attachment to those ethos, Abaran Timeless Jewellery performed the Choodi pooja at the onset of the Shravan month, which is revered by people of the GSB community.

Performed by a family member of the brand’s top brass, the entire ceremony was video-recorded with an auditory surprise for Konkani people. A traditional, simple Konkani Tulasi song played in the background of the ceremony that made every Konkani member relate instantly to their childhood memories and customs practiced back then.

“The distinct touch in this video is the Konkani song that appeals to the emotions of the Hindu community, particularly in the Western coastal region of Kerala,” says Pratap Kamath, MD, Abaran Timeless Jewellery. The ceremony is performed in the central courtyard, which is a common place for the rituals. In sync with the setup is the subtle display of a temple jewellery range. The person performs the ritual in a homely manner without pomp or splendour, reminding the memories of our previous generation devoting themselves to the cause.

Throughout India, Sanskrit chants or hymns are used during Choodi pooja, but Abaran’s association of the Konkani song has resulted in fabulous response on social media, particularly from people above the 40-year age bracket. “This gives the millennials and Gen Z an introduction to age-old traditions on the platform of their choice. This also strengthens Konkani Hindu value systems and as a brand, we got a chance to familiarize our followers with traditions that should always be treasured down generations,” Kamath concluded.

Written by Shubham Dasgupta

RJ exclusive