Birla Tyres takes Durga Puja to those who cannot reach pandals

KOLKATA: When devotees cannot make it to the pandal, Birla Tyres brings the pandal to them. Its ‘Maa Asche’ initiative took Durga Puja to elderly residents and patients who could not join the festivities in the usual way.

Held on 17 and 18 October 2026, the two-day initiative transformed a specially designed vehicle carrying an idol of Maa Durga into a travelling pandal, allowing devotees to participate in darshan, prayers and pushpanjali.

Inspired by the thought, “If people cannot go to Maa, Maa can come to them,” the initiative aimed to extend the spirit of Durga Puja beyond traditional pandals and bring the celebrations to people who may be unable to visit them.

Flagged off from Thakurpukur, the travelling pandal covered several locations across the two districts. On 17 October, it visited Indian Oil at Dhulagarh, Sanjiban Hospital at Fuleswar and Santosh Promoda Old Age Home & Hospital in Bagnan. The journey continued on 18 October with visits to Hindustan Petroleum at Dankuni, Simla Old Age Home and ESI Hospital at Serampore.

“Durga Puja is a celebration of faith, togetherness and joy. Through ‘Maa Asche’, we wanted to bring this festive spirit closer to those who could not visit the pandals. This initiative reflects our commitment to staying connected with the communities we serve,” said Birla Tyres business head Somesh Satnalika.

The initiative combined mobility, cultural tradition and community engagement, taking the festival to people in hospitals and care facilities. It also highlighted the role of community-led efforts in making festive celebrations more accessible and inclusive.

Birla Tyres manufactures tyres for commercial and off-road segments. Under its new promoters, the company is seeking to revive and reinvent the brand by combining its legacy with innovation, fresh capital and a renewed focus on customers across India and global markets.