Maharashtrian Diwali Kit

Sakshi Ashtekar

Design: Sakshi Ashtekar
Location: India
School: MIT Institute of Design, Loni (Pune)
Tutor: Prof. Dr. Ranjana Dani
Packaging Content: Maharashtrian Diwali Kit (Rituals & Celebration)
Packaging Substrate / Materials: Foam Board
Printing Process: Digital Print

NEED FOR THE PROJECT

In the contemporary age, a significant knowledge gap exists regarding traditional materials in festivals and celebratory kits, causing a disconnect from cultural heritage. This challenges passing down authentic practices, impacting cultural identity and engagement. Awareness initiatives are needed to bridge this gap and foster deeper cultural connections.

ABOUT THE PROJECT

Introducing “Diwali Roots Box” – a compact kit featuring essential items for Diwali rituals, rooted in Maharashtrian culture. It offers (samgri) products with benefits and includes teachings on their significance. The goal is to reconnect individuals with their cultural heritage, fostering authentic traditional transmission. The goal is to help people reconnect with their cultural roots and pass down Maharashtrian traditions authentically. This approach satisfies the desire for a deeper understanding of cultural heritage while preserving India’s rich traditions for future generations; it can be called as “Diwali in a box.”

SCOPE FOR THE PACKAGING

It aims at providing comprehensive Diwali Celebration Kits that include all necessary samagri (ritual items) along with educational materials explaining their significance and usage. These kits could be designed for convenience, catering to the needs of newly married, busy professionals and working women. They could also incorporate contemporary versions on traditional items to appeal to younger audiences while still honoring cultural heritage.

USP OF THE PACKAGING

  • An essential, hassle-free Diwali kit  for rituals and celebration in one pack at affordable prices.
  • The pack can have multipurpose

INDIAN CULTURAL CONNECTION

The Diwali Celebration samagri Kit is deeply rooted in Indian cultural traditions, offering samagri (ritual items) typically focusing on Maharashtra that have been used for generations in Diwali celebrations. By providing detailed information on the significance and traditional usage of each item, the kit aims to foster a sense of connection to Maharashtrian cultural
heritage among users.

BRAND CONCEPT

“PARVA, a brand name derived from the Sanskrit word meaning ‘occasion,’ is intricately linked with the rich rituals and celebrations of Maharashtrian Diwali. Rooted in tradition, PARVA reflects the vibrant essence of Maharashtra. The use of a Devanagari word underscores our dedication to authenticity, as this Diwali box draws inspiration from the unique elements of Maharashtrian culture. Crafted to celebrate Diwali in true Maharashtrian style, PARVA embodies the spirit and heritage of the region. Appropriately, ‘parva’ also holds significant meaning in Marathi, highlighting our deep connection to the local traditions.”

TARGET AUDIENCE

Geographic:

Urban people living in Cities

Psychoanalytics:

  • Newly Wed Women (living in nuclear families, gap in preserving cultural traditions as there is no one to guide)
  • Working Women (with tight schedules)
  • Young and Old Professionals (as they don’t have time to pick each item separately)
  • Youngsters (youngsters living away from parents, aspire to celebrate Diwali but want to get back to their traditions and culture)

Demographics:

  • 25-45 years of age group
  • Maharashtra specific
  • Upper Middle Class people
  • Urban and Populated areas

KEYWORDS

  • Heritage
  • Vibrant
  • Auspicious
  • Reginal