Held during Raja, the three-day Odia festival that honours womanhood, fertility and the arrival of monsoon, Raja Pari has become a seasonal fixture for the brand. The campaign around the show has seen strong engagement, boosting visibility for Arundhati Jewellers
Bhubaneswar: Arundhati Jewellers, one of Odisha’s leading jewellery brands, has returned as the title sponsor of ‘Raja Pari Season 7’, the much-loved talent-hunt show that celebrates youth, performance arts and Odia cultural heritage.
Held during Raja, the traditional three-day Odia festival that honours womanhood, fertility and the arrival of monsoon, Raja Pari has become a seasonal fixture for the brand. The show, now in its seventh edition, provides a stage for female participants aged 15 to 30 to showcase their talents in singing, dancing and performing arts — all while remaining rooted in the cultural ethos of Odisha.
The festival of Raja Parba holds deep cultural significance in the State. It marks the onset of monsoon and symbolizes renewal, fertility and gratitude. What makes it truly unique is its celebration of menstruation — a rare cultural acknowledgement of a biological process often shrouded in silence. During this time, the earth is believed to undergo its own menstrual cycle. As women rest, the land too is left undisturbed to rejuvenate, honouring the creative power of womanhood and linking nature’s rhythm to the female anatomy.
In one of the promotional videos shared by the brand on Instagram, a judge remarks, “Raja is not just a festival — it’s an emotion that celebrates life, growth, and feminine energy. Raja Pari captures that essence through music, dance, and creativity.”
The judging panel — including anchor and actor Shovna Mishra, actor Rozlin Patnaik, and Raja Pari Season 6 winner Khusi Pradhan — was seen wearing statement jewellery pieces from Arundhati Jewellers. The campaign around the show has already drawn strong engagement on Instagram, boosting the brand’s cultural image and digital visibility.
With nine stores spread across Odisha, Arundhati Jewellers operates in Bhubaneswar, Cuttack, Puri, Berhampur, Rourkela, Sambalpur, Balangir, Bargarh and Bhawanipatna. Founded in 2000 by Brahmananda Meher, the brand began with just five employees and a 200-square-foot space. Since then, the company has grown significantly, serving customers across the region.
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