safed detergent

Safed’s long-standing bond with Durga Puja

For a legacy brand like Safed, the annual Durga Puja fervor in Bengal is more than a festive opportunity; it's a core marketing pillar for defending its stronghold. Ritum Jain, Director at Shantinath Detergents (SDPL), unpacks the brand's dual strategy, leveraging cultural connections to maintain loyalty in key markets while using those learnings to fuel an agile, calculated national expansion.