Kolkata: Adani Group’s Durga Puja Preview, launched on Mahalaya, signals the beginning of the conglomerate’s deeper engagement with Bengal’s soft power: its culture.Sources in the group said Adani is working on a decade-long, year-round engagement plan rather than restricting its involvement to a three-day pre-festival event. By moving beyond short-term promotional activity, the group aims to create a new model for Durga Puja — one that extends the festival’s economic impact beyond idol immersion through sustained investment in artisans, heritage, tourism and Bengal’s global cultural profile.“Corporate participation in Durga Puja has long followed a familiar seasonal pattern: funding in exchange for branded pandal gates, banner placements and brief promotional slots on digital screens. Once Dashami passes, the visibility fades, the banners come down and the relationship remains dormant until the next festive season. The newly unveiled Adani Puja Preview marks a shift from this short-term sponsorship model. Backed by a formal multi-year memorandum of understanding, the initiative positions the group not just as a commercial sponsor, but as an anchor investor in Bengal’s cultural economy,” said Adani Group adviser Sanjay Thade.The initiative seeks to reimagine Durga Puja beyond its festive scale, positioning it as a foundation for strengthening Bengal’s cultural branding. Sources drew comparisons with South Korea’s strategic use of cultural assets — music, cinema, food, fashion and design — to build global influence. By investing in culture as both an economic and reputational asset, Bengal has an opportunity to convert Durga Puja’s international recognition into sustained value, an official said.The broader goal is to move from seasonal visibility to year-round cultural infrastructure. Such an approach could boost tourism, support MSME livelihoods, strengthen artisan networks and reposition Bengal’s identity nationally and globally. Already recognised by UNESCO as intangible cultural heritage, Durga Puja can serve as a platform to showcase Bengal’s creative industries, craft traditions, performance cultures and urban heritage in a more structured and enduring way.“We are looking at artist workshops, puja art appreciation courses, engagement with other artists, and support for marquee cultural events, including performing arts such as music and dance. One of the biggest initiatives will be to engage artists in the MSME sector and help them use their potential beyond Durga Puja creativity,” Thade said.The initiative also connects living heritage with built heritage. The proposed restoration of Kolkata’s historic Writers’ Building and Kumartuli Ghat reflects a wider view that Bengal’s cultural identity is rooted not only in festivals, but also in the physical spaces, artisan communities and civic landmarks that shape its history.
