Kolkata, Oct 13: Doctors’ Choice, an edible oil brand, ushers in the festival of Durga Puja, Gyanchokkhu, a unique initiative inspired by Maa Durga’s Third Eye, symbolising Knowledge, Truth and Inner Vision. With the belief that the pursuit of knowledge transcends physical barriers and to spread the message of inclusion, the initiative was inaugurated by the Visually Impaired Children in the presence of Pandit Ajay Bhattacharya, Eminent Scholar & Speaker, Mr Dhinal Brahmbhatt, Chief Business Officer, Doctors’ Choice and Mr Shivam Agarwal, Head – Marketing & Strategy, Doctors’ Choice.
At the inauguration of Gyanchokkhu, a Braille Durga Puja Book featuring Durga Stotra, Pushpanjali Mantra and simple instructions for offering Anjali independently was unveiled to make the cultural and spiritual essence of Durga Puja accessible to visually challenged devotees and readers. Adding to the festive spirit, Pandit Ajay Bhattacharya along with the visually challenged children chanted Durga Stotra.
“Durga Puja celebrates the triumph of knowledge and light over ignorance and darkness. With Gyanchokkhu, we wanted to translate this thought into an initiative that makes knowledge more accessible and inclusive. The Braille book and book donation drive are meaningful steps towards creating greater opportunities to experience the joy of reading and learning”, said Mr Dhinal Brahmbhatt, Chief Business Officer, Doctors’ Choice.
As part of Gyanchokkhu, the dignitaries present also took a pledge to donate books and help spread the light of knowledge for a brighter future. The books collected through the initiative will be distributed among underprivileged children, street libraries and local libraries, extending the reach of reading and learning to those with limited access to books.
“Maa Durga’s Third Eye represents knowledge, truth and inner vision, making it a natural inspiration for Gyanchokkhu. Books have the ability to open minds, broaden perspectives and connect people with new worlds. Through this initiative, we hope to encourage the sharing of books and make the experience of Durga Puja more inclusive for everyone. We are extremely proud and happy to be associated with this noble initiative,” said Mr Shivam Agarwal, Head – Marketing & Strategy, Doctors’ Choice.
The participating Visually impaired Children were gifted with the copies of the Braille Durga Puja Book. Through Gyanchokkhu, Doctors’ Choice seeks to add a deeper meaning to the festive season by bringing together inclusion, knowledge and the spirit of sharing.