MUMBAI: JSW Cement, India’s leading producer of green cement and part of the US$ 14 billion JSW Group, launched a campaign to celebrate Durga Puja with a difference. The Company has unveiled Durgatinashini and Sanhati initiatives as part of this year’s Durga Puja campaign. 

1. The first initiative, Durgatinashini will be a roadshow with an unfinished Durga idol that shall travel different parts of Bengal and talk about the advent of Puja. The campaign will culminate with a full decorated idol which shall be contributed to a destitute village in the Sunderbans of South 24 Parganas to help the poor villagers to celebrate Puja.

2. The second initiative is “Sanhati” means Solidarity. Every year several hundred/thousand Crore is spent during Durga Puja mostly on decoration, pandals, food and festivity. JSW takes up a different kind of initiative wherein JSW would be promoting and rewarding those Puja committees who have contributed for social cause like water conservation, education for the poor, providing medical facilities in terms of health check-up, cleanliness drive, fighting against dengue, generating vocational training for the women and needy etc. to name a few.

Speaking about the initiative. Mr. Gautam Mukhopadhyay, Regional Head of East – JSW Cement said, “At JSW Cement, we take conscious steps to support and empower communities, reducing social and economic inequalities. Festivals like Durga Puja give us an opportunity to connect with our customers to do something more meaningful in addition to the festive celebrations. Both these initiatives are an attempt by JSW Cement to raise awareness about various social causes and add to the festive cheer in the local communities.”