Kolkata, October 15, 2026: Celebrating the timeless bond of maternal love and care, Aashirvaad has launched ‘Jotner Aanchal’, a unique Durga Puja initiative that transforms Bengal’s cherished symbol of a mother’s affection into a collective expression of nurturance. The initiative invites Pujo-goers to contribute to an ever-growing red-and-white Aanchal, bringing together individual gestures of care in a heartfelt tribute to Maa Durga and mothers everywhere.
Rooted in the Bengali concept of ‘Jotno’, meaning deep and affectionate care, the initiative draws inspiration from a mother’s Aanchal, traditionally associated with warmth, protection, comfort and belonging. Through this experience, Aashirvaad seeks to transform this deeply personal cultural symbol into a shared community creation that grows with every visitor’s participation.
The Jotner Aanchal Experience Zone at the Baghbazaar Puja pandal offers visitors an immersive journey through Bengal’s textile traditions, storytelling and technology. At the heart of the installation is ‘The Nurturance Story’, an engaging showcase that combines animated textile art and projection mapping to explore the symbolism of the Aanchal throughout Maa Durga’s journey, from idol-making to Bisarjan.
Visitors can unlock and print six unique motifs onto sections of the saree, with each motif representing an everyday expression of love, care and nurturance. As more people participate, their individual contributions come together to create one continuous Aanchal, symbolising how small acts of kindness can unite to form a powerful collective expression.
The experience was inaugurated by Bengali television actor Sandipta Sen, who interacted with visitors and explored the immersive installation.
Speaking about the initiative, Sandipta Sen said, “Maa’s Aanchal is one of the most powerful symbols of love, comfort and protection that we grow up with. Jotner Aanchal gives this familiar emotion a beautiful collective form. What makes it special is that every visitor can add an expression of care and become part of a larger tribute to Maa and mothers everywhere.”
Commenting on the initiative, Anuj Rustagi, Chief Executive, Staples Business Unit, Foods Division, ITC Ltd., said, “Nurturance is expressed through everyday acts that make families feel cared for, protected and supported. Through Jotner Aanchal, Aashirvaad is bringing people together around a symbol that is deeply rooted in Bengal’s cultural memory. By allowing every visitor to contribute to the Aanchal, the initiative transforms nurturance from a personal emotion into a shared community expression during Durga Puja.”
Beyond its cultural significance, the initiative also aims to translate collective participation into meaningful support for mothers. Every contribution to the growing Aanchal will become part of a larger collective effort intended to support mothers, extending the initiative’s purpose beyond the installation itself.
Pujo-goers visiting the Baghbazaar pandal can participate by unlocking the six motifs, contributing to the collective Aanchal and receiving a personalised digital keepsake. Extending its reach beyond Kolkata, Aashirvaad has also established similar experiential zones in Durgapur, Burdwan, Medinipur and Siliguri, inviting people across Bengal to contribute their own expressions of care.
Through ‘Jotner Aanchal’, Aashirvaad brings together Bengal’s rich cultural heritage, the enduring symbolism of motherhood and community participation, celebrating the countless everyday gestures that make care an integral part of life.
