The festive season in Guwahati saw a unique blend of culture and corporate social responsibility as Mirchi Iconic Puja, supported by Amrit Foundation, brought senior citizens from Ashray Sewa Home, Santaneer Old Age Home, and Mother Care Centre to key Durga Puja pandals on Sashti and Saptami (28-29 September). The initiative, aimed at continuing the humanitarian legacy of late singer Zubeen Garg, allowed over 40 elders to experience the grandeur of Triangular Park, Nambari, and Rest Camp Kalibari pandals.
The program commenced with a tribute to Zubeen Garg at the old age homes, featuring lighting of diyas, flower offerings, two minutes of silence, and a rendition of Mayabini. Mirchi RJ Susmita emphasized that the effort reflects Zubeen da’s spirit of compassion, while Amrit Cement MD Pradeep Bagla stated that supporting senior citizens during the festival aligns with the company’s broader mission of fostering care and togetherness.
Guwahati witnessed increased foot traffic around the city’s popular pandals, driving higher sales for local retailers, food vendors, and transport services. The combination of cultural festivities and CSR initiatives created a noticeable uplift in consumer engagement, reinforcing the economic relevance of socially responsible corporate participation during major festivals.
For participants, the outings were a nostalgic and joyful experience, highlighting Zubeen Garg’s enduring influence on Assam’s cultural and social fabric.
