Kolkata : As the City of Joy prepares to welcome Maa Durga, Eveready Industries India Limited, the country’s leading battery and flashlight brand, has launched a pioneering initiative—Shurokkha Dwar (The Gate of Safety)—to ensure that women can celebrate Durga Puja fearlessly.
In a first-of-its-kind move, the company has introduced special women-only entry gates at prominent Durga Puja pandals across South Kolkata, including Shibmandir, Babubagan, and Behala Club. These gates symbolize safety, respect, and empowerment, ensuring that women, children and the elderly can enjoy Pujo festivities with confidence.
At the heart of this initiative is the Eveready Siren Torch, a multi-functional safety device featuring an inbuilt 100 dBA alarm system. With a simple pull of the chain, women can call for immediate help—whether in crowded pandals or isolated situations.
“Durga Puja is more than just a festival; it is the triumph of good over evil and light over darkness. At Eveready, we believe women should feel safe and empowered, especially during grand celebrations. The Shurokkha Dwar initiative is aligned with our commitment to creating an environment that protects women, ensuring their safety and dignity at all times,” said Mr. Anirban Banerjee, CEO, Eveready Industries India Ltd.
Adding star power to the campaign, renowned actress Koushani Mukherjee said, “Durga Puja celebrates Maa Durga—an embodiment of resilience, strength, and empowerment. Every woman deserves to celebrate fearlessly. Eveready’s Shurokkha Dwar reflects this vision. The Eveready Siren Torch is a simple yet powerful device that ensures immediate access to help in emergencies. I’m proud to champion this cause, which is close to my heart.”
Mukherjee’s association with the brand also coincides with the release of her latest film, Raktabeej 2 (September 26, 2025), bringing added attention to the campaign.
The initiative is supported by a multi-layered campaign featuring teaser content, on-ground activations, selfie walls with the message “Amar Pujo’er Suraksha Selfie”, and live-streamed celebrity walkthroughs. Visitors are encouraged to share their Pujo experiences on social media, amplifying the campaign’s reach.
This builds on Eveready’s proven track record in social causes, including its successful Siren Torch deployment at Maha Kumbh 2025, where police were equipped with the device to help manage crowds and maintain public safety.
As Kolkata immerses itself in Durga Puja festivities, Eveready’s Shurokkha Dwar ensures the celebration is remembered not just for its grandeur, but also for taking a decisive step towards making Pujo safer and more inclusive for women.
