ITC Ltd.’s Sunrise Spices collaborates with women bikers to propagate the concept of Durgatinashini across Kolkata

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Kolkata, September 25, 2022: ITC Ltd.’s Sunrise Spices, the market leader in the branded spices category in West Bengal, organized a city-wide all-women’s bike rally to commence the celebration of Durga Puja festivities in Kolkata. The initiative aims to promote the concept of Durgatinashini which aspires to sensitize people about the importance of self-defense among women. Flagged off at the 66 Pally Durga Puja Pandal, 5 women bikers will be riding across the length and breadth of Kolkata for 5 consecutive days. The bikers have covered 60kms on the first day of the rally and are aiming to cover around 300kms in prominent locations for the next four days.

The concept of Durgatinashini was brought alive by Sunrise Spices with the launch of a music video sung by famed Bengali singer Lopamudra Mitra, featuring renowned actress Mumtaz Sorcar.

The video showcases a unique fusion of self-defense that was choreographed by professionals and guided by self-defense expert Gaurav Goswami.
Link of the music video: