As the City of Joy welcomes Maa Durga, Eveready Industries India Limited, the country’s leading battery and flashlight brand, has taken an empowering step to ensure women participate and celebrate Durga Pujo fearlessly with the launch of Shurokkha Dwar (The Gate of Safety). In a first-of-its-kind initiative, the company has introduced special women-only entry gates at select prominent Durga Puja pandals across South Kolkata, positioning Eveready Siren as a trusted companion for women during this year’s festivity.
At the heart of this safety initiative is the Eveready Siren Torch with its comprehensive safety tool. Featuring an inbuilt 100dbA alarm system, women can simply pull the chain to call for help in case of danger, whether navigating through busy pandal areas or finding themselves in isolated situations.
Every year, all major pandals have two gates, one for the general public and one for VIP guests. By providing ‘Shurokkha Dwar’ gates at prestigious pandals such as Shibmandir, Babubagan, and Behala Club, Eveready has taken a pioneering step with its special women-only gates, symbolising safety, respect, and empowerment as the city celebrates Maa Shakti. These dedicated entry points ensure that women, children, and elderly family members can enjoy Pujo festivities with confidence. In addition, people who choose to stay at home, fearing jostling crowds, can step out this year for a safe, dedicated ‘Protima Darshan’.
“Durga Puja is more than just a festival; it is a victory of good over evil and light over darkness. The grand occasion, which holds immense religious and cultural value for Indians, honours ‘Shakti’, the divine power of women. At Eveready, we strongly believe that women should feel safe and empowered, especially during big celebrations like Durga Puja. Therefore, the Shurokkha Dwar initiative is in line with our endeavour to create an environment that protects women, ensuring their safety and security at all times,” said Mr Anirban Banerjee, CEO, Eveready Industries India Ltd.
Eveready’s Shurokkha Dwar initiative is specially for women who enjoy pandal hopping but are worried about the large crowd and gatherings, or fear for the safety of their children and senior family members.
This innovative safety companion transforms the traditional concept of a flashlight into an empowering device that gives women the confidence to celebrate freely, knowing they have immediate access to help when needed.
Speaking at the event, renowned Bengali actress, Ms Koushani Mukherjee said, “Every year, the grand Durga Puja celebrations evoke feelings of joy, togetherness, and elation among devotees across regions. The festival celebrates ‘shakti’ and Maa Durga, the epitome of resilience, strength, and woman empowerment. During such festivities, every woman deserves to be part of an environment that enables them to participate freely and fearlessly. Eveready’s Shurokkha Dwar is an innovative campaign that mirrors the brand’s unswerving commitment to making women, girls, and children feel safe and secure while visiting renowned pandals during Durga Puja. The Eveready Siren torch with a safety alarm is such a powerful and simple device that allows you to call for help in any vulnerable or emergency situation. I am glad to partner with Eveready, championing the cause of women’s safety and empowerment, an issue that is also close to my heart,” she said.
With her latest film, Raktabeej 2, releasing on September 26th, Ms. Mukherjee’s partnership with the brand brings significant attention to the cause of women’s safety during festive celebrations.
The Shurokkha Dwar initiative features a multi-layered campaign with compelling teaser content, on-ground activations featuring selfie walls with “Amar pujo’er suraksha selfie” messaging and celebrity walkthroughs streamed live. Additionally, visitors are encouraged to share their Pujo experience on social media.
This safety initiative builds on Eveready’s established commitment to social and cultural causes, which comes on the back of its successful Siren Torch initiative at this year’s Maha Kumbh 2025 event. Eveready equipped on-ground police with its Siren Torches, aiding crowd management and maintaining a safe environment during one of the world’s largest religious gatherings.
As Kolkata embraces the festive spirit, Eveready’s Shurokkha Dwar ensures that this year’s Durga Puja will be remembered not just for its grandeur but also for taking a decisive step toward making celebrations safer and more inclusive for women.