Kolkata, October 12, 2026: Celebrating the spirit of Durga Puja through the power of knowledge and inclusion, Doctors’ Choice, a leading edible oil brand, has launched ‘Gyanchokkhu’, a unique initiative inspired by the third eye of Maa Durga, symbolising knowledge, truth and inner vision. The initiative aims to make the cultural and spiritual traditions of Bengal’s biggest festival more accessible to visually impaired individuals while promoting the importance of reading and learning.
The initiative was inaugurated in Kolkata in the presence of visually impaired children, Dr Purnima Chakraborty, Minister of State for the Departments of Information and Culture and Tourism, Government of West Bengal; Pandit Ajay Bhattacharya, eminent scholar and speaker; Dhinal Brahmbhatt, Chief Business Officer, Doctors’ Choice; and Shivam Agarwal, Head of Marketing and Strategy, Doctors’ Choice. The participation of visually impaired children highlighted the initiative’s focus on accessibility, dignity and equal opportunities.
A key highlight of the programme was the unveiling of a special Braille Durga Puja book, featuring Durga Stotra, the Pushpanjali Mantra and simple instructions to help visually challenged devotees offer Anjali independently. The initiative seeks to enable greater participation in Durga Puja rituals by making essential religious and cultural content accessible through Braille. During the event, Pandit Ajay Bhattacharya joined the visually impaired children in chanting Durga Stotra, adding a spiritual dimension to the occasion.
Speaking about the initiative, Dhinal Brahmbhatt, Chief Business Officer of Doctors’ Choice, said that Durga Puja represents the triumph of knowledge and light over ignorance and darkness. He explained that Gyanchokkhu seeks to bring this philosophy to life by making knowledge more accessible and creating opportunities for people to experience the joy of reading and learning, regardless of physical barriers.
As part of the initiative, Doctors’ Choice also launched a book donation drive to encourage the sharing of knowledge and expand access to reading materials. The books collected will be distributed among underprivileged children, street libraries and local libraries, helping reach communities with limited access to educational resources. The participating visually impaired children were also presented with copies of the Braille Durga Puja book.
Shivam Agarwal, Head of Marketing and Strategy at Doctors’ Choice, highlighted the significance of Maa Durga’s third eye as a symbol of knowledge, truth and inner vision. He emphasised that books can broaden perspectives, open minds and connect people with new ideas. Through Gyanchokkhu, the brand aims to encourage a culture of book sharing while making the festive experience more inclusive.
With Gyanchokkhu, Doctors’ Choice seeks to bring together the values of inclusion, education and social responsibility during Durga Puja. By combining accessible religious literature with a community-driven book donation initiative, the programme delivers a message that the light of knowledge should reach everyone, ensuring that the joy and cultural richness of the festival can be experienced by all.
