As Kolkata geared up for Durga Puja, one of the city’s most anticipated festivals, we at MDPH, created a truly majestic agarbatti stand integration that went beyond the usual grandeur of pandals.

At Maddox Square Park, we unveiled an 8-foot-tall Goddess Durga idol made entirely from incense ingredients, turning tradition into a multi-sensory celebration. Crafted from 25 kilograms of pure agarbatti, with a backdrop of over 8 kilograms of incense sticks, the installation embodied devotion, sustainability, and artistry in equal measure.

MDPH’s unique agarbatti stand integration was the first feat of its kind in the city known for its artistic heritage.

To complement the idol, we erected five towering incense pillars, each eight feet tall with a 2.5-foot base, made from 15 kilograms of black incense. Their aroma transformed Maddox Square into a sanctuary of spirituality, sight, and scent.

Through this initiative, we sought to reimagine Durga Puja — adding fragrance as a new dimension to worship while staying rooted in India’s rich artisanal heritage.

Our Director Mr. Ankit Agrawal said,” This wasn’t just an idol; it was a tribute where art, aroma, and artisanship converged. Durga Puja is a celebration of faith and community spirit, and by crafting an idol entirely from agarbatti, we wanted to honor the goddess with an offering that embodies both tradition and innovation.”

Adding more to the integration effort, our Director Mr. Anshul Agrawal said, “The festive season in India has always been about togetherness, spirituality and celebration, and in recent years we are witnessing a sharp rise in both enthusiasm and consumer spending.

What’s encouraging is the growing preference for premium, eco-conscious and innovative products. Our recently introduced Zed Black Pavitra Dhoona range, inspired by age-old traditional rituals of burning sambrani, has been received very well by consumers looking for authentic and soulful festive experiences.

This Durga Puja, our unique tie-up at the popular Kolkata pandal Maddox Square featuring an 8-foot idol, made entirely from incense ingredients, reflects our belief that rituals can be celebrated in newer and more meaningful ways”

The installation drew massive footfalls and became one of Kolkata’s most photographed attractions. Regional influencers and celebrities, including Kaushambi Chakraborty, Aditi Adhikary, Priya Karmakar, and Nisha Poddar, helped extend the story across digital platforms nationwide, connecting culture, community, and commerce.

Coinciding with the festivities, we also launched Pavitra Dhoona Dhoopkathi — a ritual incense designed for Eastern India’s devotional practices. Every product we create carries fragrance and cultural storytelling, paying homage to traditions while delivering a modern experience.