Kolkata, 3 September 2025 — India’s top agarbatti manufacturer Mysore Deep Perfumery House and their flagship incense stick brand Zed Black joined hands with Maddox Square Park Durga Puja, one of Kolkata’s most iconic Puja pandals, to present a truly unique tribute to the Goddess this Durga Puja festival. As a celebration of devotion and craftsmanship, Zed Black unveiled an 8-foot-tall Goddess Durga idol crafted entirely from agarbatti ingredients, blending art with fragrance to create a one-of-a-kind spectacle.
The majestic Goddess Durga idol was crafted by using 25 kilograms of pure agarbatti ingredients. Over 8 kilograms of standard incense sticks with also been used to create the backdrop for the Durga Idol. Additionally, an installation of 5 agarbattis which are 8ft tall with 2.5 ft base have been created with over 15kgs of black agarbatti to give an atmosphere of divine aroma and to also stand as a testament to Indian artisanship and sustainability.
Visitors to Maddox Square Park can witness this fragrant masterpiece throughout the Durga Puja festivities, experiencing the union of devotion and aromatic elegance that Zed Black brings to the heart of Kolkata’s grand celebration.
Speaking about the association, Mr. Ankit Agrawal, Director, Zed Black, said, “Durga Puja is a time when art, devotion, and community spirit converge. By crafting this idol entirely from agarbatti ingredients, we aim to honor the goddess with an offering that reflects both tradition and innovation. Our partnership with Maddox Square Park is a celebration of fragrance, faith, and the creativity of Indian craftsmanship.”
Zed Black has collaborated with influencers like Kaushambi Chakraborty, a well known actress who has been popular in serials like Mithai and Phulki, Aditi Adhikary, a beauty and fashion blogger from Kolkata, along with popular influencers Priya Karmakar and Nisha Poddar for a wide outreach.
On the occasion of Durga Puja and Navratri, Zed Black has introduced Pavitra Dhoona Dhoopkathi, a product specially crafted to celebrate the Eastern India’s deep-rooted cultural and spiritual practices. Pavitra Dhoona Dhoopkathi holds a special place in traditional rituals across West Bengal, Assam, Jharkhand, and neighbouring states. It holds pride of place in Durga Puja rituals and especially in Bengali households, from the dhunuchi dance to evening aartis, creating an ambience of sanctity and togetherness.
Mysore Deep Perfumery House (MDPH) is powered by a dedicated team of over 4,000 employees, with women constituting 80% of the workforce and actively contributing to every stage of production, from creating fragrances to packaging. Under its flagship brand, Zed Black, MDPH manufactures an astounding 3.5 crore incense sticks daily at its state-of-the-art, 9,40,000-square-foot manufacturing facility in Madhya Pradesh, spread across five factories.
With a robust portfolio of over 1,200 products, MDPH has a global footprint, reaching more than 45+ countries across six continents. Each day, 15 lakh packs of Zed Black incense sticks are sold, available through leading e-commerce platforms like Amazon and Flipkart, as well as the brand’s official online store.