Few garments are as deeply tied to Bengal’s cultural identity as the Laal Paar saree, the striking white-and-red weave that has become inseparable from Durga Puja. This year, Coca-Cola has reimagined this timeless attire, collaborating with Bengal’s artisans to create sarees that honour heritage while embracing sustainability.

The project brought together master weavers from Phulia in Nadia district, a village celebrated globally for its handloom tradition, and block-print artisans from the suburbs of Kolkata. The result is a series of sarees that retain the essence of the Laal Paar while weaving in subtle, modern design elements.

Motifs central to Bengal’s cultural imagination, the fragrant Shiuli flower, which heralds the arrival of Pujo, and the fish, a symbol of prosperity have been

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