Ahead of Durga Puja, Raaga Professional, the professional care brand from CavinKare, has launched ‘Ma’er Shaaj, Ebar Raagar Shaaj’, a film celebrating the artisans of Kolkata’s Kumartuli.
Featuring Sushmita Roy, the film looks beyond the finished Durga idols to spotlight the skill, patience and generational knowledge that go into creating them. It captures the months of work behind the festival and the artisans whose craft has become part of Bengal’s cultural identity.
Ashrit Pattanaik, Business Head, Raaga Professional, CavinKare, said, “The artisans of Kumartuli represent a remarkable legacy of skill that has been passed down through generations. Their work is not simply about creating idols; it preserves a craft, a cultural identity, and a tradition that continues to evolve while retaining its essence. Through ‘Ma’er Shaaj, Ebar Raagar Shaaj’, we wanted to acknowledge this extraordinary skill and the people who have dedicated their lives to it. For Raaga Professional, a brand built around professional skill and expertise, this connection felt especially meaningful. The initiative is our tribute to their craft and an expression of our respect for the legacy they continue to build.”
Roy said, “There is something deeply moving about the fact that the people who spend months preparing Maa Durga for millions of families and communities often remain behind the scenes themselves. When I heard the thought behind ‘Ma’er Shaaj, Ebar Raagar Shaaj’, it immediately resonated with me. It is a beautiful reminder that celebration is not complete unless we celebrate the people who make it possible. I feel privileged to be part of a campaign that puts these incredible artisans and their stories where they belong: at the heart of the celebration.”
As part of the initiative, Raaga Professional has also created a festive fund for the Kumartuli community. Consumers in West Bengal can contribute by availing the brand’s salon services at participating neighbourhood salons, with a portion of proceeds going towards the fund.
The funds will support the provision of new festive garments for approximately 100 members of the artisan community ahead of Durga Puja.
