Category Archives: News

Specta, the Only Quartz Brand at BAIC Assam, Sets Sights on Northeast Expansion

Guwahati, 19th September 2025: Specta Quartz Surfaces, India’s leading luxury quartz brand by ARL Group, has officially marked its entry into Northeast India with its debut at BAIC Assam 2025, held in Guwahati. As the only engineered quartz surface brand to participate in the exhibition, Specta reaffirmed its commitment to bringing premium, globally inspired surface design to a region often underserved in the premium interiors space.

Guwahati, widely regarded as the gateway to the Northeast, emerged as the natural choice for Specta’s regional debut, with its central location enabling access to key markets across Assam, Meghalaya, Nagaland, and other northeastern states. The city’s infrastructure boom, driven by the upcoming metro rail project, smart city initiatives, and development of commercial hubs, signal a positive sentiment towards real estate investors to bank on premium projects. This pathway for the rise of modern homes, kitchens and retail interiors, makes it a strategic market for Specta’s next phase of growth.

As part of its Northeast expansion, Specta showcased Pastel Poise, India’s first pastel quartz collection, featuring four of its breakout pastel shades designed for contemporary Indian interiors. The collection represents Specta’s vision of combining international design trends with Indian sensibilities to create quartz surfaces that are both functional and visually distinctive. The showcase attracted wide attention from architects, interior designers and premium homebuilders from across the region.

Recent industry reports indicate a significant uptick in premium real estate and lifestyle spending across Northeast India. With a rising affluent demographic and an evolving design consciousness, the region is poised to become a meaningful contributor to India’s luxury surfaces market in the coming years. Specta aims to become the first mover in the region by building a strong dealer presence across all Northeastern states, supported by regional exhibitions, architect engagement and localized branding efforts.

Commenting on the expansion, Ankit Jain, Founder, Specta Quartz Surfaces, said, “The Northeast represents one of the most high-potential markets in India. There is clear demand, growing affluence, and a hunger for premium design but limited access. With our debut at BAIC Assam and the launch of Pastel Poise, we are not just expanding geographically, we are fulfilling our promise to make world-class quartz surfaces accessible in every corner of India. Guwahati is just the beginning. Over the next year, we are investing significantly in the Northeast to build deep regional connections, strengthen our dealer network, and inspire a new generation of interiors rooted in style, strength and innovation.”

To deepen its footprint, Specta has outlined plans to enter 15–20 towns and cities across the region over the next year, including Silchar, Itanagar, Imphal, Agartala and Aizawl. The brand will also roll out smaller regional exhibitions and architect connect programs, ensuring that its premium quartz surfaces are accessible to both metros and emerging markets in the Northeast.

Specta’s participation in BAIC Assam 2025 highlights its ambition to consolidate leadership in India’s engineered quartz industry, with Northeast India set to play a critical role in its next wave of growth. Following successful regional activities in Jaipur, Coimbatore and Hyderabad, Specta continues its mission to bring global design to every Indian surface.

India’s Grand silk , Handloom, cotton and Jewellery Expo.

Bengaluru 19th September 2025 :  Rajasthan Handicrafts & Furniture  organizes handwoven Sarees  Exhibition & Sale   at  Siddharth Convention Centre, HSR Layout, Bengaluru  on from  19th to 29th September 2025 – from  19th to 29th September 2025 for Dusseshra and Deepavali  festive edition. Celebrate style & culture with the largest silk cotton,

The Expo will showcase the masterpiece Sarees, Kurtis, homedecor, dresses, bridalwear, footwear, and many more under one roof.

Speaking on the expo Mr. Ravi, Promoter said, “Every season we host an exclusive exhibition across various cities in India. This festive season, we handpicked some of the best handloom sarees for our customers  for an exclusive  exhibitions & sale in Bengaluru.

Date – 19th to  29th  September 2025

Venue:  Siddharth Convention Centre, 25th A main , 26th cross HSR Layout 2 sector, Bengaluru-560102  on from  19th to 29th September 2025

Timings: 10am to 8pm

Marking National Recovery Month: Life Coach Uses His Journey to Inspire Others, Shares 30-Day Roadmap to Sobriety

EL PASO, Texas, Sept. 19, 2025 — An estimated 400 million people worldwide live with alcohol use disorders, according to the World Health Organization. Chris Najera is a certified life coach who also battled alcohol use disorder, and he delivers a timely guide for change in his new book, The Hard Truth! Stopping Alcohol.

Blending raw honesty, personal experience and practical strategies, Najera gives readers the tools to take back control. His 30-day roadmap to taking an alcohol break also provides readers with a pathway toward clarity, purpose and long-term sobriety.

“If you’re looking to stop, you’ve come to the right place,” Najera writes in the book’s introduction. “What I learned in sobriety is when you stop, you find a new person — you’re someone completely new … the person you were supposed to be in the first place, before the alcohol disrupted your life.”

Najera doesn’t just share his personal story of struggle and triumph, he equips readers with an action-oriented guide designed for anyone who drinks alcohol regularly and may question their relationship with alcohol — from mild drinkers and weekend drinkers to daily users. Through lived experience and researched wisdom, Najera challenges readers to dismantle the illusions of alcohol, break free from dependency and reclaim their lives.

“What makes this book unique is its mix of unfiltered honesty, practical strategies, and powerful insights that speak directly to moderate and heavy drinkers who are tired of the cycle,” Najera said. “Whether you’re questioning your relationship with alcohol, taking a break for Sober October or searching for hope after repeated struggles, The Hard Truth! offers both clarity and courage. This isn’t just a book. It’s about educating communities and providing a tool to fight back against something that destroys so many lives.”

The Hard Truth! Stopping Alcohol

Publisher: Spines

Release Date: June 13, 2025

ISBN-13: ‎979-8896917939

Available from: https://www.amazon.com/Hard-Truth-Stopping-Alcohol/dp/B0FD5DSTGM

EY India Techathon 6.0 engages with young innovators to shape the AI leaders of tomorrow

New Delhi, 18 September 2025: EY India, the leading professional services organization, today announced the launch of the sixth edition of its flagship campus innovation challenge — Techathon 6.0; Building Tomorrow’s Solutions for Today’s India. Techathon 6.0 is focused on developing real-world solutions for India’s unique challenges, and by harnessing the creativity of young innovators, it aims to nurture the next generation of AI leaders.

Themed Agentic AI — autonomous systems that can adapt, take initiative, and make proactive decisions, Techathon 6.0 challenges students to design scalable, real-world AI solutions for businesses, communities, and citizens across sectors including pharma, BFSI, auto, FMCG, retail, and Startups. 

For the first time, leading organizations such as Aditya Birla Fashion & Retail (ABFRL), Mahindra & Mahindra, Hero MotoCorp, Asian Paints, Tata Capital, and Firstsource will collaborate with EY leaders in mentoring rounds, offering students unparalleled industry exposure and the opportunity to co-create solutions with real-world business applications.

Mahesh Makhija, Partner and Technology Consulting Leader, EY India, said, “Techathon 6.0 is about building real solutions for Indian’s unique problems. By pairing young India’s creativity with responsible innovation, we are preparing tomorrow’s AI leaders.”

Techathon has seen 100x growth since inception, the competition has engaged more than 1.25 lakh students across 95%+ of India’s premier institutes over the years, making it one of the largest platforms for nurturing AI talent in the country.

Over the years, Techathon has produced solutions that have been recognized by industry leaders, with winners and runners-up from institutions such as IIT Kharagpur, IIM Lucknow, RV College of Engineering, Bengaluru, and KIIT Bhubaneswar.

This year’s edition introduces a multi-stage evaluation powered by EY’s proprietary AI-enabled tools, followed by expert reviews, mentoring sessions, and semi-final presentations. Finalists will showcase their innovations at the grand finale before an eminent jury of industry leaders. Winners will receive cash prizes, mentorship, and potential opportunities to work on real-world client challenges. 

EvoluteIQ Secures 53 Million Funding from Baird Capital to Boost Global Growth and India R&D

National, 18^th September 2025 – EvoluteIQ, the enterprise-grade, AI-native automation platform, today announced the successful close of a $53 million minority growth capital round. This investment is led by Baird Capital, a leading global private investment firm. This strategic infusion of capital will enable EvoluteIQ to supercharge its global expansion, deepen investments in its Bengaluru R&D Centre, and cement its leadership in the agentic AI–powered automation space across varied industries.

Founded in 2019, by a group of tech visionaries – Sameet Gupte, Sanjay Koppikar, Deepak Kinger, Arun Hiremath, and Naveen Prabhu, EvoluteIQ redefines automation of complex business processes through its breakthrough platform (EIQ), underpinned by its proprietary Agentic Mesh Architecture {aMa} and the AI Workbench. The platform delivers measurable outcomes across mission-critical operations in Banking & Financial services, Insurance, Healthcare, Telecommunications, and Manufacturing by orchestrating complete end-to-end business workflows.

EvoluteIQ’s differentiated approach addresses the enterprise market’s most pressing need: moving beyond fragmented AI tools to comprehensive, autonomous business process management. The EIQ platform sets the standard for agentic automation, enabling Fortune 500 enterprises to build autonomous, resilient, and future-ready systems that drive lasting growth.

Strategic Investment for Global Expansion

With support from Baird Capital’s global platform, EvoluteIQ plans to scale its established business internationally while maintaining its strong Indian foundation. Baird Capital’s Daina Spedding and Mark Donnelly will join the EvoluteIQ Board of Directors.

“The investment demonstrates our excitement for AI and reshaping automation,” said Daina Spedding, Director in Baird Capital’s Global Private Equity team. “EvoluteIQ has earned its place alongside other automation trailblazers, bringing deep expertise and addressing a critical AI need across the enterprises they serve. We are delighted to welcome EvoluteIQ into Baird Capital’s portfolio.”

Strong India Focus Drives Global Growth

India continues to be at the core of EvoluteIQ’s growth strategy, housing the company’s largest R&D centre in Bengaluru. The funding will enable significant expansion of the Indian operations, with plans to hire top talent and scale the team as the company builds next-generation technology for AI-led transformation.

“India has been instrumental in our journey, providing the technological backbone of innovation for our global success,” said Sameet Gupte, Co-Founder & Chief Executive at EvoluteIQ. “We are privileged to partner with Baird Capital for EvoluteIQ’s next phase as a company. The Agentic AI market represents a fundamental shift from reactive automation to proactive, intelligent orchestration. Baird Capital’s expertise in scaling technology companies, network, and global resources will help us accelerate our journey, as we focus on driving transformative growth through outcome driven agentic models.”

Major Industry Recognition and Market Leadership

EvoluteIQ’s innovative approach has garnered significant industry recognition across multiple leading analysts across the industry, a few amongst them are:

• Gartner Recognition in the BOAT (Business Orchestration and Automation Technologies) market segment
• Gartner MQ in 2025 for RPA
• Everest PEAK Matrix for Low-Code Platforms as a “Major Contender”
• Everest Group’s ‘Innovation Watch’ for Agentic AI Products
• Featured in Celent’s Report on Generative AI in Insurance
• Recognized in Everest Group’s Agentic AI in HR study
• Included in IDC’s Unified AI and Agentic AI Platforms in Asia report

Strategic Fund Utilization

The investment will be strategically deployed across three key areas:

• Global Expansion: Hiring sales and marketing teams globally to accelerate growth and scale operations
• R&D Innovation: Continued investment in research and development to maintain leadership in the Agentic AI space
• Strategic Acquisitions: Identifying and acquiring complementary technologies and capabilities

 Future Vision

EvoluteIQ’s long-term vision centres on enabling organizations to automate their processes through the EIQ agentic AI platform at scale. The company believes the future lies in AI ecosystems where customers purchase outcomes through integrated platforms, with intellectual property encompassing not just technology but comprehensive enablement capabilities.

NODWIN Gaming Returns with DreamHack India at Hyderabad Comic Con This October

New Delhi, September 18, 2025: NODWIN Gaming, a leader in new-age youth entertainment, gaming, and esports, has announced that DreamHack India 2025, India’s largest digital festival, will return to Hyderabad this year as part of Hyderabad Comic Con 2025, one of the nation’s biggest pop culture celebration. The mega three-day event will take place from October 31 to November 2, 2025, giving fans the ultimate festival of gaming, comics, cosplay, and fandom culture under one roof.

Adding to the excitement, DreamHack India celebrates its 6th anniversary this year, marking a milestone moment for India’s gaming community. DreamHack has become a staple of India’s esports and gaming calendar, featuring electrifying LAN tournaments, cosplay contests, tech expos, retro zones, meet & greets with leading streamers and creators, and its fan-favourite Bring Your Own Device (BYOD) zones.

The BYOD zone remains one of DreamHack’s most iconic experiences. Here, attendees can bring their own PC, console, or mobile setup to game together across three days, surrounded by friends, creators, and fellow enthusiasts. For working professionals and college students, BYOD offers the perfect weekend gaming getaway, an immersive break from routine where you and your crew can compete, connect, and play nonstop in a true festival atmosphere. This year, fans will also have the option to rent a high-performance PC on site, making it easier than ever to jump straight into the action without carrying heavy equipment.

Together, DreamHack x Hyderabad Comic Con 2025 will host an unparalleled lineup of activities, including:

• PAN FEST (BGMI) – An open-for-all BGMI competition with daily lobbies, giving every fan a chance to drop in solo or squad up with friends and battle it out live at the festival.
• KO Fight Night – DreamHack’s legendary fighting games tournament returns, featuring Tekken 8, Super Smash Bros, and Street Fighter VI. Expect intense 1v1 duels, dramatic comebacks, and electrifying rivalries.
• Chess at DreamHack – A battle of minds featuring Rapid and Blitz formats, where classic strategy meets DreamHack’s competitive stage, drawing in both seasoned players and curious fans.
• BYOD Tournaments – The heart of DreamHack, where fans can bring their own PCs, consoles, or mobiles (or rent one on-site) to game non-stop across three days with friends, communities, and creators.
• Retro & Board Games Zone – A nostalgia-packed zone featuring classics like Contra, Pac-Man, and Tetris alongside all-time board game favourites like Monopoly, Carrom, and Ludo for fans looking for a fun, casual break.

Speaking on the announcement, Akshat Rathee, Co-founder and Managing Director, NODWIN Gaming, said: “Over the past six years, our partnership with DreamHack has built some of India’s most iconic gaming moments, and blending it with Comic Con has created a one-of-a-kind celebration where gaming meets pop culture. Hyderabad’s fans have always brought unmatched energy, and last year’s three-day format proved just how powerful this fusion can be. This October, we’re coming back bigger and bolder than ever with everything from comic book launches, spectacular cosplay showcases, music and comedy performances, and geeky shopping to esports tournaments, chess, retro, and tabletop games, all under one roof.”

Shefali Johnson, CEO, Comic Con India, added: “What makes Hyderabad Comic Con truly magical is how it brings every kind of fan under one roof, from cosplay enthusiasts and comic collectors to gamers and creators. Last year, over 40,000 fans cheered as Wagh Suyog was crowned champion in both the Blitz and Rapid Chess formats, a perfect example of how competition, creativity, and community thrive together here. This year, by joining forces with DreamHack once again, we’re taking that spirit to the next level. Fans can look forward to three unforgettable days where pop culture, gaming, and fandom collide like never before.”

Comic Con India has been the nation’s definitive pop culture destination for over a decade, bringing together comics, anime, movies, television, and cosplay in five major cities. This year, Hyderabad Comic Con returns earlier than ever with more experiences, more fandom, and more entertainment than before.

Housing.com Launches India’s Biggest Online Property Fest Across 30+ Cities

National: 18thSep , 2025 – Housing.com, the country’s leading real estate technology platform, has announced the launch of its much-anticipated annual event, Mega Home Utsav 2025. Now in its ninth edition, the flagship property festival will run from September 10 to October 15, 2025, coinciding with the festive season to provide homebuyers with a unique and extended opportunity to explore exclusive property deals across the country.

Coinciding with the period of high-value festive purchases, Housing.com will present an extensive collection of residential properties and investment opportunities through this all-digital event. With participation from over 3,800 developers and channel partners, the event will cover more than 30 cities, including Mumbai, Delhi-NCR, Bengaluru, Chennai, Pune, Hyderabad, Ahmedabad, and Kolkata, among others.

Last year, Mega Home Utsav engaged over 53 million users, while Housing New Home 2025 surpassed this benchmark with equally impressive participation. This year, Mega Home Utsav 2025 is expected to cross a record 55 million reach, reaffirming Housing.com’s leadership as the country’s most trusted real estate platform.

This year, Housing.com is enhancing the homebuying experience with new features. Homebuyers can easily find their ideal property using personalized recommendations and smart search tools. Interactive formats like Housing Shorts and immersive audio walkthroughs make exploring listings more engaging.

“At Housing.com, we believe finding a home should be exciting, seamless, and empowering. With Mega Home Utsav 2025, we’re bringing unmatched choices, exclusive offers, and verified listings—all backed by our commitment to transparency and trust—so home seekers can explore opportunities with confidence and ease at every step of their journey. This event is more than just a Housing.com initiative; it’s a collective effort driven by our trusted network of developers, brokers, and channel partners. Their unwavering commitment over the years has been instrumental in shaping the home buying journey for millions across the country. Together, we are creating a platform that combines scale, expertise, and integrity to help home seekers make informed decisions and move closer to their dream homes.” said Mr. Amit Masaldan, Chief Revenue Officer, Housing.com.

Some of the leading developers showcasing their properties include Casagrand Builder Private Limited, Hiranandani Developers Pvt Ltd, Sattva Group, Provident Housing Ltd (Puravankara Group), Raheja Group, Assetz Property Group, Ashiana Housing Limited, Gera Developments, Kalpataru Group, Prestige Group, Sobha Limited, Adarsh Realty, Ruparel Realty, Vasavi Group, Cybercity Builders and Developers Pvt Ltd, Arvind Smartspaces Ltd and Pride Group, among others.

To make homeownership even more accessible during this festival, several developers are offering attractive deals. For instance, Assetz Property Group is offering a 36-month Pre-EMI holiday on select 3 & 4 BHK homes, while TG Developers is providing a 12-month EMI holiday. GRC Infra Pvt Ltd is extending Pre-EMI relief until handovers begin, and Brigade Group is allowing buyers to pay only 20% now and the rest by March 2026—with special launch benefits for the first 100 units. Additionally, Casa is presenting its limited-time ‘96 Hours Offer,’ giving home seekers even more reasons to explore and secure their dream home during this festival.

To ensure maximum reach and impact, Housing.com will roll out a comprehensive omni-channel marketing campaign leveraging OTT, YouTube, Meta platforms, digital networks, PR initiatives, podcasts, and thought leadership articles—creating a seamless and engaging experience for home seekers across multiple touchpoints.

With its proven legacy of trust and innovation, Mega Home Utsav 2025 promises to once again redefine festive property buying in India, connecting motivated buyers with verified properties through smarter tools, immersive content, and unmatched reach.

India Poised for Capital Inflows as Fed Signals Rate Cuts and Global Liquidity Eases

 By, Nachiketa Sawrikar, Fund Manager, Artha Bharat Global Multiplier Fund

Mumbai Real Estate Milestone: Alliance City Developers Crosses 1 million sq. ft. with Flawless Delivery Record

Mumbai, September 18th, 2025: As homebuyers in Mumbai are often unsure about their choices, Alliance City Developers has become a reliable and trustworthy name in the business. The company have enriched the lives of over 350 happy families in Mumbai’s growing corridors and has completed 11 projects with Occupation Certificates. They have been committed to quality and client satisfaction for more than 12 years. 

A Legacy Based on Trust and Getting Things Done on Time 

Ankita Luharuka, CEO of Alliance City, states, “When families put their life savings into a home, they’re not just buying an apartment; they’re investing in their future, their children’s dreams, and their family’s safety. We know how big a responsibility this is, which is why every project we do is based on three main pillars: exceptional quality, timely delivery, and a customer-first approach.”.

 This commitment to values has translated into tangible success. Alliance City has developed over 1 million square feet of premium residential space and successfully completed 11 projects, all with Occupation Certificates — a testament to delivering on promises.

From Humble Beginnings to Iconic Landmarks: The Story of Alliance City

Alliance City began its journey in 2014 with Alliance Sudeep in Mulund — a modest residential project that laid the foundation for the company’s design philosophy: thoughtful layouts, family-centric amenities and excellent connectivity. What started as a single development has grown into a robust portfolio of residential landmarks across Mumbai’s most sought-after neighbourhoods, including Matunga, Mulund, Vile Parle, Santacruz, Borivali and Malad.

Mulund Portfolio: Living in a Community – The Mulund initiatives, such as Alliance Mandarpushpa (2016-2017), Alliance Mathuresh (2020-2022), Amardeep Alliance (2020-2022), and Swati Sadan Alliance (2021-2023), are more than just residences — they are ecosystems. Featuring landscaped gardens, wellness centres, and dedicated community zones, these projects foster deeper connections among residents, creating a true sense of belonging.

Malad Expansion: A Modern Lifestyle for Growing Families- The western corridor expansion started with Alliance Ruia in (2020-2022), then Alliance Bhaskar (2021-2022), and finally Alliance Saawai (2022-2024). These developments cater specifically to young professionals and nuclear families, offering a contemporary lifestyle with state-of-the-art amenities — all while maintaining affordability. This perfect blend of value and comfort has earned Alliance City the trust of first-time homebuyers across the city.

Vile Parle: Setting New Standards in Upscale Living—Nirmal Milan Alliance (2021-2023). Now sold out, this project features premium finishes and standout amenities like an infinity pool, redefining urban elegance and setting new expectations for high-end living in the area. In 2024, Times awarded Nirmal Milan the title of “Distinguished Redevelopment Project.” 

Matunga Presence: Legacy Living in the Heart of the City- Alliance Legacy (2022-2025) is an exclusive residential tower crafted to last for generations. Alliance Legacy – 3BHK & 4BHK residences, this exclusive tower combines timeless design with cutting-edge amenities such as a rooftop terrace garden and a modern gymnasium. Positioned in one of Central Mumbai’s most prestigious neighbourhoods, Alliance Legacy is more than a home — it’s a generational investment. 

Mumbai Rising: Iconic Projects Set to Redefine the City’s Skyline”

Currently, they are shaping Mumbai’s future with landmark developments across prime locations: Alliance Kanchan Krupa – Mulund (West), Alliance Abhimanyu – Malad (West), Alliance Vista – Vile Parle (East), Sea Breeze by Alliance – Santacruz (West), and Alliance Eternis – Borivali (West). Alliance is launching three upcoming projects in the neighbourhoods of Vile Parle, Matunga, and Mulund. 

Each project shows how they want to build not just homes, but also lasting icons that improve people’s lives and change the city’s cityscape. These tall buildings will have high-end apartments, Vastu-friendly residences, customisable spaces, and a variety of high-end facilities like sky lounges, landscaped platforms, fitness centers, community hubs, and more. 

The Alliance City Difference: What Makes Them the Best Choice for Families. 

1. Proven Track Record: With 11 successful projects and legitimate Occupation Certificates, Alliance City Developers has delivered homes to 350+ satisfied families.
2. On-Time Delivery: Alliance City has a great record for meeting deadlines in an industry where delays are typical. This makes them a reliable partner for prospective homeowners.
3. Quality Without Compromise: Every Alliance City building, from an 8-story boutique tower to a 21-story landmark, satisfies the highest standards for construction and finishing.
4. Customer-Centric Approach: Alliance City doesn’t just sell homes; it also tries to understand and meet each customer’s needs.
5. Lifestyle Integration: Each property has intentionally designed features that make everyday life better, like planted gardens, wellness zones, communal areas, and more. 

Creating Communities of the Future Today:
Ankita Luharuka, CEO of Alliance City, says, “We measure our success not just by the square footage we deliver, but by the smiles of families who call our projects home. We know we’ve done our job when we see kids playing in our landscaped gardens, families celebrating holidays in our community halls, and residents making friends for life in our buildings.” 

As Alliance City Developers continues to expand its footprint across Mumbai, the company remains committed to its core values: delivering homes on time, creating thriving communities, and being a dependable partner for every family looking for a place to call home. With the city’s land scarcity becoming a growing challenge, redevelopment offers a sustainable solution, and Alliance City is leading the charge in transforming Mumbai’s urban landscape.

Emami Healthy & Tasty Celebrates Durga Puja With A Unique Idol Of Maa Durga Crafted From Atta

Kolkata, 18th September, 2025: This Durga Puja, Emami Healthy & Tasty blends devotion with nourishment in a truly unique celebration: by creating an idol of Maa Durga sculpted from Emami Healthy & Tasty Fresh Chakki Atta. Made from 100% pure wheat and traditionally stone-ground, the atta embodies the brand’s core values of purity, nutrition, and softness – symbolizing tradition, togetherness, and wholesome living.

The 15-day long initiative will witness participation from celebrated personalities who will join in shaping the idol, making it a true celebration of community and culture. The initiative which began today, 17th September, 2025 with Atta being applied on the Maa Durga Idol by popular actor Ms Priyanka Sarkar will culminate on Dashami, 2nd October with Sindur Khela. In a symbolic gesture of renewal, seeds embedded in the idol will be planted, marking new beginnings and extending the divine blessings of the Goddess.

“Durga Puja is a time of faith, celebration and shared moments with loved ones. Through our unique Atta Durga initiative, we wanted to create a symbol that represents nourishment, purity and tradition; the very qualities that Emami Healthy & Tasty Fresh Chakki Atta stands for. Just as our atta brings families together over soft, wholesome rotis, this idol celebrates unity, care, and the timeless spirit of Durga Puja.” said Mr Vibhash Agarwal, Director, Emami Group.

Emami Agrotech Ltd, the INR  20,000 crore edible oil, food and bio-diesel arm of the INR 30,000 crore Emami Group, has recently entered India’s expansive branded staples market, with the launch of Emami Healthy & Tasty Fresh Chakki Atta, Maida and Suji. is Made from the finest wheat grains and traditionally stone-ground to retain its natural goodness, Emami Healthy & Tasty Fresh Chakki Atta is rich in protein, fibre and vitamins, ensuring nutritious meals with soft, fluffy rotis, and reflecting the brand’s commitment to quality and “food happiness”- turning every meal into a celebration of life and relationships.