In recent years, corporate India has become increasingly involved in the festivities, blending modernity with tradition to create a distinctive celebratory atmosphere. This year, Durga Puja—also known as Durgotsava or Sharadotsava—will be observed from 28 September to 2 October.
Corporate sponsorship of pandal themes, branded installations, media promotions, and participation in the state-sponsored ‘Pujor Carnival’ are some of the ways both the public and corporate sectors in Kolkata engage in Durga Puja celebrations. While the public sector uses the festival as a platform for social and cultural expression, such as through public art displays and themed pandals, private firms use it for branding and marketing.
Corporate Participation
Corporate enterprises in Kolkata have actively participated in Durga Puja, frequently supporting or collaborating with neighbourhood committees to enhance the grandeur of the celebrations. Companies engage in Kolkata Durga Puja through brand integration, Corporate Social Responsibility (CSR) initiatives, marketing, sponsorship, and festive events.
Asian Paints
Asian Paints has transformed Kolkata’s iconic yellow taxis into poignant memorials to commemorate the 40th anniversary of Sharad Shamman. Each of the 40 taxis is painted to symbolise a decade of the festival’s evolving artistic and creative expression. The project, titled "Cholte Cholte 40," aims to turn the city’s streets into a canvas for Durga Puja celebrations, creating a rolling archive of memories and artistic works.
For 40 years, Asian Paints Sharad Shamman has celebrated Kolkata’s Pujo. To mark this milestone, 40 yellow taxis will hit the streets as moving tributes
to the city’s spirit. Stay tuned! ????✨#AsianPaints #SharadShamman #CholteCholte40 #RoyaleGlitz #Kolkata #DurgoPujo pic.twitter.com/TiwD8jW1Ud
— Asian Paints (@asianpaints) September 4, 2025
In 2023, Asian Paints’ Durga Puja initiative involved decorating a single, iconic Kolkata tram with hand-painted artworks celebrating Sindoor Khela, Kumartuli, and other festival elements, while the interior was adorned with interactive features and Puja décor. The company also introduced a personalised festive package for its premium interior paint, Royale Glitz, which paid homage to West Bengal’s culture and people.
Tata Enterprise – Croma
Similarly, Croma, a Tata Enterprise, celebrated Durga Puja by unveiling an Alpana (Alpona) painting atop the Howrah Bridge (Rabindra Setu). Incorporating electronic device motifs, the artwork—created in partnership with the Shyama Prasad Mookherjee Port Authority—blended modern technology with tradition. The patterns, ranging from simple geometric shapes to intricate depictions of flowers, birds, and animals, carry symbolic and spiritual significance.
Fortune Foods
In 2024, Fortune Foods, one of India’s leading food and FMCG brands, launched the heartwarming Sobar Pujo (Everyone’s Pujo) campaign to ensure that all individuals, including those unable to participate otherwise, experience the festival’s spirit of togetherness. Over three days, the company provided Durga Bhog to over 500 residents in elderly homes and orphanages run by NGOs such as Universal Smile, Development Association Society, and the Child Activity Centre.
Many brands take an active role in funding and even influencing the artistic direction, theme, and design of different Durga Puja pandals. Companies such as Coca-Cola, Century Ply, SBI Life, Dhara, Emami Agrotech, and Polycab engage with consumers through digital platforms, television advertisements, and in-person activations.
Some corporates use pandal themes to convey social messages, such as environmental awareness, aligning with the festival’s function as a public art exhibition. Popular pandals attract significant footfall, providing sponsored companies with wide visibility across print, electronic, and digital media.
Puja Sponsorship and Events
The corporate sector plays a crucial role in supporting the extravagant Durga Puja festival. Events such as the state-supported Pujor Carnival, featuring elaborate floats and deities, receive significant funding from corporate sponsors.
Public Sector Participation
The public sector leverages pandals to showcase artistic, historical, and social themes, often in collaboration with municipal bodies and community committees.
Social and Environmental Messages
Themes can honour the armed forces, depict local history, or promote environmental awareness. The Environment Ministry of West Bengal has also installed air quality monitoring stations to measure pollution levels during the Puja season.
Artistic Expression
Pandals are intricate, expansive works of public art, often competing with each other to produce truly unique creations.
UNESCO Recognition
Once primarily celebrated by the Bengali population, Durga Puja has become a major event in India, attracting attention worldwide. In 2021, the Kolkata celebration was added to the UNESCO List of Intangible Cultural Heritage of Humanity.
Pujo Carnival
A public demonstration of the festival’s splendour is the Pujo Carnival on Red Road, organised by the state government.
In recent years, the festival has become a hub of activity, with over 10,000 Pujas in West Bengal and 1,000 more across India and abroad. The celebrations provide livelihoods for thousands, including decorators, idol makers, craftspeople, electricians, security personnel, priests, and dhakis.
