Bengal Jewellery celebrates art forms with ‘Shilpanjali’ at Tagore Palace Durga Puja

The Thakurbarir Sarodutsav event drew 200-300 daily attendees from across West Bengal, showcasing a unique blend of tradition and artistry

Kolkata: Celebrating its 100^th year in the jewellery industry, Bengal Jewellery recently co-organised the ‘Thakurbarir Sarodutsav’ in association with Souraja Tagore of the Tagore Palace and eminent singer Manoj Murali Nair of Daak Ghar, a non-profit group. In its third year of participation, the jewellery brand played a significant role as one of the main sponsors and a channel partner, promoting the event across the city.

The initiative, known as ‘Shilpanjali’, combines the words ‘Anjali’ (offering prayers) and ‘Shilpi’ (craftsmanship). This concept was coined by Dhira Roy, Chairperson of Bengal Jewellery, during its initial conceptualisation. For the third consecutive year, the event celebrated the Goddess’ presence on Earth through various forms of art, dance, and music.

Sradhya Roy, Senior Public Relations and Marketing Manager at Bengal Jewellery LLP, Kolkata, explained, “Durga Puja is one of the most popular festivals, widely celebrated among the Bengali community worldwide. We developed a concept slightly different from the usual veneration of the Goddess, making an offering of ‘Shilpi’.”

The event, extensively publicised across the city, attracted 200-300 guests daily, including visitors from other parts of West Bengal. “The Puja was a success as the Bengali community, with their inclination for art and culture, embraced this concept wholeheartedly,” Roy added.

Besides sponsorship, the jeweller also restored the idol’s jewellery housed at the Tagore Palace, which is immersed only every three years.

The four-day celebration commenced on Saptami (the seventh day of Durga Puja) and continued until Dashami. The programme featured various performances, including Rabindra Sangeet, quizzes, baul gaan (Bengali folk songs), a rudra veena recital, and Navami Nishi (a dance production), alongside many other performances by renowned community artists.

Roy further stated, “Bengal Jewellery also participated in the Ananda Mela, which was a fun fair held on Mahalaya, the first day of Durga Puja. This fair is part of Thakurbarir Sarodutsav, featuring performances by professional artists and children celebrating the Goddess’ arrival.”

Bengal Jewellery’s association with such a renowned emblem of Bengali society served as a high-visibility exercise. Already established as a generational jeweller in the city, Bengal Jewellery also gained recognition among other event sponsors and attendees. Roy maintained, “This is an event by the people, of the people, and for Maa Durga. While we do not explicitly promote ourselves or our products, our association with the initiative naturally increases our visibility.”

Written by Aparna Bhowmick

Retail Jeweller India Exclusive