The Etra and Sugandi festival starts in Delhi
The unique festival organized by Delhi Tourism Transport Development Corporation Limited (DTTDC) aims to create awareness among the people regarding India’s rich heritage in the field of natural fragrances and essential oils including highlighting the importance of essential oils for healthcare.
Delhi Minister of Tourism, Atishi Singh, opened the event, Managing Director and CEO, DTTDC, Niharika Rai, CRGarg, ACL Secretary, Geetika Sharma, Managing Director, DTTDC, Praveen Kumar, MLA Jungpura, Shakti Vinay Shukla, Director of FFDC Kannauj and other dignitaries salient. present at the event.
The festival is being organized under Technical Knowledge Collaboration with Fragrance and Flavor Development Center (FFDC), Kannauj, Ministry of Small and Medium Enterprises (MSME), Govt. India and Rohit Seth, President of the Sugand Vyapar Sangh.
The three-day festival highlights India’s ancient and rich heritage in natural perfumes and essential oils with a selling fair from Etra traders and makers of Kannauj.
The festival offers ample shopping opportunities for perfume lovers who are interested in Indian perfumes, Etra, exotic agarbattis, dupatis, scented candles, essential oils and other scented products.
The Itra and Sugandhi Mela promise to be a grand event with programs arranged in a unique way whose appeal will know no bounds. Apart from displaying exotic perfumes, there is a demonstration on aromatherapy, a live demonstration of perfumes and gulkhand making, a live demonstration on Panchkarma, and a seminar on perfume making; Aromatherapy followed by a question and answer session etc.
Attar or Itra is mainly produced in Kannauj in Uttar Pradesh. The origin of Itra can be traced back to Kannauj, the city of Itra. It is also produced in Hussain in Uttar Pradesh and Gangam in Odisha, where rose, Kewda itr and oil in particular are made.
Delhi Tourism’s sole endeavor to organize this festival is to revive this age-old dying tradition and provide perfume lovers with an opportunity to explore the traditional scents of India.
A quiz competition and a slogan writing contest in Itra and Sugande will be organized at the fair. The Itra and Sugandhi Mela will not only provide an opportunity to purchase products related to Itra and perfumery, but will also teach visitors how these wonderful products are made.
Friday witnessed the admiration of the visiting Nezami brothers with their qawwali performance.
March 18 will see a performance of Ghazal by Dr. Roshan Bharti, while the Noran Sisters will take the stage on March 19.
To facilitate the visitors, food stalls serving various cuisines have been set up in Mela.