CavinKare’s Raaga Professional Pays Tribute to Kumartuli Artisans with ‘Ma’er Shaaj, Ebar Raagar Shaaj’….

CavinKare’s Raaga Professional Pays Tribute to Kumartuli Artisans with ‘Ma’er Shaaj, Ebar Raagar Shaaj’

Celebrity Ms. Sushmita Roy unveils Raaga Professional’s new film honouring the generations of artisans who bring Maa Durga to life

Staff Reporter : Kolkata,17th August, 2026: Ahead of Durga Puja, Raaga Professional, the professional care brand from FMCG major CavinKare, hosted a special event in the city to pay tribute to the artisans of Kumartuli, whose craft, dedication and generational knowledge have shaped the visual identity of Bengal’s most cherished festival for decades. As part of the event, celebrity Ms. Sushmita Roy unveiled Raaga Professional’s brand film, ‘Ma’er Shaaj, Ebar Raagar Shaaj’’, created as part of the brand’s Durga Puja initiative.

The film goes beyond the magnificence of the finished Durga idols to explore the people and the craft behind them. Through intimate glimpses into the lives and work of Kumartuli’s artisans, the film captures the discipline, skill, and inherited knowledge that goes into creating Maa Durga year after year. It reflects on a lesser-seen aspect of the festival – the months of painstaking work that precede the few days when Kolkata comes alive in celebration – and pays homage to the artisans whose craft has become an integral part of Bengal’s cultural legacy.

Commenting on the initiative, Mr. 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 is about preserving 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.”

Speaking about her association with the initiative, Ms. Sushmita 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 is also raising a dedicated fund to extend its tribute to the Kumartuli artisan community beyond the event. The public across West Bengal can contribute to the initiative by availing Raaga Professional salon services at neighbourhood salons, with a portion of the proceeds being channelled towards the fund. The funds raised will be used to provide new festive garments to approximately 100 members of the artisan community ahead of Durga Puja.

About Raaga Professional: Raaga Professional is one of India’s most trusted salon-exclusive beauty brands, offering a diverse range of high-performance products tailored to the unique needs of Indian skin and wellness care. With a deep-rooted understanding of regional beauty concerns, Raaga Professional’s portfolio spans skincare, wellness, hair care, and colour solutions, all developed using cutting-edge technology and enriched with nature-inspired ingredients. At the heart of the brand is a strong commitment to innovation and professional education. Through a robust network of academies and expert trainers, Raaga Professional continuously empowers beauty professionals with advanced training, upskilling opportunities, and tools to grow their businesses. With a strong footprint in salons across metros and tiered towns, Raaga Professional is a preferred partner for professionals seeking safe, effective, and results-driven solutions. Offering skincare used in professional salon setups, the brand continues to deliver excellence with a promise of care, expertise, and transformation.

About CavinKare: CavinKare is a diversified FMCG major with business interests in personal care, professional care, dairy, snacks, foods, beverages & salons. The brand portfolio consists of Shampoos (CHIK, Meera, Karthika, and Nyle), Hair Wash Powders (Meera &Karthika), Coconut Oil (Meera), skin creams (Fairever & Spinz), Deodorant; Talc (Spinz), Pickles (Ruchi & Chinni’s) and Snacks (Garden), Hair colors (Indica), Retail Salon Products (Raaga Professional), Beverages (Maa), Dairy (Cavin’s), Beauty Salons (Green Trends & Limelite), and D2C Personal Care products (Buds and Berries). Most of the brands are clear winners in their respective product categories. A dedicated R & D center equipped with the latest equipment and technologies constantly supports the divisions in their endeavor. CavinKare has achieved significant milestones and a competitive edge with a sound understanding of mass marketing dynamics and has established a firm foothold in the national market. CavinKare’s success is based on being firmly grounded in its corporate mission, ‘We shall grow significantly better than the industry by fostering innovation and building preferred brands, through passionate and delighted employees’.