“Choodi Pooja” is a unique tradition performed by married women every Friday and Sunday during the Shravan month. It is of great significance to the married women in the GSB community. The video highlights its significance and brings every urbanite across the globe closer to his or her roots

Traditions and culture are the only way to keep the true authenticity of a community alive 
“Choodi Pooja” is a unique tradition performed by married women every Friday and Sunday during the Shravan month. It is of great significance to the married women in the GSB community.

Simply put, it is a ritual where  Soorya (the Sun God) Ganga(the House Well) and the sacred Tulsi Plant are worshipped. 

Making the choodi is a work of art. Choodi pooja is symbolic of a woman feeling complete within her married life. It is a beautiful custom, that has not only religious significance but also social,emotional and cultural impact.

At ABARAN, we work to make sure that these traditions are inherited by the upcoming generations and are celebrated the way it has been for the past 1000s of years. "

This video is a small attempt to acquaint the younger generation with our rituals and traditions to keep these traditions alive no matter in which part of the world they stay," explains Pratamp Kamath, MD, Abaran Timeless Jewellery, Bengaluru.

"The auspicious month of Shravan started just days back. We did not go in for a professional model, a member of the family posed for the video. The traditional house, Konkani music, reminds every GSB of his or her roots along the South Western coast beginning from Goa all the way to Kerala. On day one itself we got close to ten thousand views across all social media platforms. We have planned many such videos to be made throughout this year,” he adds.