Latest news with #Teej2025
Time of India
a day ago
- Entertainment
- Time of India
Rajasthan Deputy CM Diya Kumari: We Have Consciously Designed This Year's Teej With Women at Its Core - As Performers, Curators, and Cultural Ambassadors
This year's Teej celebrations in Jaipur, held on July 27–28, were distinguished not only by their grandeur but by their message. In the pink-walled city that has long balanced the tradition, heritage and modernity, Teej 2025 unfolded as a glorious tribute to womanhood, creativity, and cultural pride led by Rajasthan's Deputy Chief Minister and Tourism Minister, Princess Diya a city steeped in royalty and ritual, it was nothing short of revolutionary. For 298 years, the royal Teej procession in Jaipur has honoured Goddess Parvati's marital devotion to Shiva with music, color, and a symbolic return to feminine joy. This year, for the first time, women priests performed the aarti of Teej Mata. For the first time, female entrepreneurs opened the Teej Fair. For the first time, the rituals felt like reclamation. Led by Deputy Chief Minister and Tourism Minister Diya Kumari, the festival reflected a profound shift that women were no longer just spectators, they were the creators, curators, and central figures in every aspect of the event. Deputy CM Diya Kumari participated in the grand aarti held at Chhoti Chaupad, sharing the stage with Governor Haribhau Bagde, Speaker Vasudev Devnani, and Uttarakhand's Tourism Minister Satpal Maharaj, in the presence of both Indian and international visitors. For the first time in 298 years of the royal Teej procession, women priests performed the sacred aarti of Teej Mata. Female entrepreneurs inaugurated the Teej Fair, while cultural tableaux designed by women adorned the city's streets, turning tradition into transformation. Teej is not just a festival, it is a cultural experience Deputy Chief Minister of Rajasthan, Diya Kumari, has emphasized that traditional festivals like Teej, deeply rooted in the state's vibrant cultural fabric, offer a unique opportunity to invite and engage tourists from around the world. Speaking about the upcoming celebrations, she stated that Teej is not just a festival, it is a cultural experience that can significantly enhance Rajasthan's appeal as a destination. She said,"This year, we have planned the Teej Festival at a much larger scale. Since the festival is wholly dedicated to women, we have consciously designed this edition with women at its core, whether as performers, curators, or cultural ambassadors.' Deputy CM Diya Kumari Highlighting the strategic tourism vision of state government, Diya Kumari noted that Rajasthan aims to position itself as a year-round tourism destination. 'We are focusing on attracting tourists even during the shoulder seasons. Festivals like Teej offer us the perfect platform to provide memorable, immersive experiences rooted in our traditions,' she added. The Deputy Chief Minister also underlined the government's strong push for alternative and niche tourism formats saying, 'Our focus includes promoting MICE tourism (Meetings, Incentives, Conferences, Exhibitions) and concert-based tourism during off-peak months. These formats will not only diversify our tourism portfolio but also strengthen the image of Rajasthan on the global cultural tourism map.' Traditional performances like Kalbeliya, Ghoomar, Chari, Kachhi Ghodi, Puppetry, and Hela Khyal infused the procession with the musical and rhythmic soul of Rajasthan, enchanting even international tourists who responded with spontaneous applause and delight. The Deputy Chief Minister also underlined the government's strong push for alternative and niche tourism formats Teej celebration in Jaipur The royal procession of Teej Mata started from the Zenana Deorhi of City Palace, passing through Tripolia Gate, Chhoti Chaupad, Chogan Stadium, and concluded at Pondrik Udyan.
Fashion Value Chain
16-07-2025
- Entertainment
- Fashion Value Chain
CaratLane's Teej Campaign Stars Divyanka & Vivek
CaratLane, a TATA product and leading omni-channel jewellery brand, has unveiled its festive Teej 2025 campaign starring beloved television couple Divyanka Tripathi Dahiya and Vivek Dahiya. The campaign is a warm portrayal of the quiet strength and simplicity of love, honouring the spirit of Teej—a festival deeply rooted in Northern Indian culture. Through a tender narrative film, CaratLane celebrates not only the enduring bond between married couples but also the emotional depth of small, everyday gestures. The campaign encourages meaningful gifting with its festive collection of gold and diamond jewellery, ideal for modern couples looking to cherish tradition while expressing love in a personal way. As Teej holds strong cultural significance in Uttar Pradesh, Rajasthan, Delhi, Haryana, and Bihar, the campaign directly speaks to CaratLane's growing customer base in these regions. With over 50 stores across North India and further expansion planned, the brand continues to build its presence while reinforcing its commitment to celebrating local festivals with contemporary style. Shaifali Gautam, Chief Marketing Officer of CaratLane, emphasized the intent behind the campaign: 'Teej is more than a ritual—it's a celebration of togetherness and memory-making. With Divyanka and Vivek leading this story, we hope to create a campaign that is not only emotional but also deeply relatable. It reflects the evolving gifting behaviour of younger couples while anchoring in traditional values.' The campaign's message is clear—even the smallest gift can carry immense meaning, especially during a festival like Teej. Watch the heartwarming campaign film here: Watch Now.
