Birla Tyres organised ‘Maa Asche’, a two-day community initiative on October 17 and 18, 2026, to bring Durga Puja celebrations to elderly citizens, patients and people living in care facilities who were unable to visit traditional pandals. Based on the idea that “If people cannot go to Maa, Maa can come to them,” the initiative featured a specially designed vehicle carrying an idol of Maa Durga. The vehicle was converted into a travelling Durga Puja pandal, allowing people to offer prayers, seek darshan and participate in pushpanjali.
The journey began at Thakurpukur and covered several locations across Howrah and Hooghly over the two days. On October 17, the travelling pandal visited Indian Oil at Dhulagarh, Sanjiban Hospital at Fuleswar and Santosh Promoda Old Age Home & Hospital in Bagnan. On October 18, the initiative continued to Hindustan Petroleum at Dankuni, Simla Old Age Home and ESI Hospital at Serampore.
The visits brought the rituals and atmosphere of Durga Puja to people who might otherwise have missed the celebrations. By taking the idol and prayers directly to hospitals and care facilities, Birla Tyres sought to make the festival more accessible and inclusive.
Somesh Satnalika, Business Head, Birla Tyres, said, “Durga Puja is a celebration of faith, togetherness and joy. Through ‘Maa Asche’, we wanted to bring this festive spirit closer to those who could not visit the pandals. This initiative reflects our commitment to staying connected with the communities we serve.”
The initiative combined mobility with cultural tradition and community engagement. It also reflected the importance of inclusion and compassion during Durga Puja, one of Bengal’s most widely celebrated festivals. By reaching people in hospitals and old-age homes, the programme aimed to ensure that physical limitations or care requirements did not prevent them from participating in the festivities.
Birla Tyres is an established Indian tyre brand with a presence across commercial and off-road tyre segments. The company is entering a new phase under its new promoters, with plans to build on its legacy through investment, innovation and a renewed focus on customers. It aims to develop tyre solutions for the changing requirements of India’s mobility and automotive sectors, as well as international markets.
