In a creative and environmentally friendly twist to Rakhi Bandhan celebrations this year, East-West Seed India has introduced the innovative ‘Beej Bandhan’ campaign. Featuring rakhis embedded with seeds of the newly released novelty, colored watermelon (Orange and Yellow Munch) F1 hybrids, this campaign encourages sustainability and a connection with nature.
East-West Seed India’s beautifully crafted gift hamper includes a biodegradable rakhi shaped like a watermelon, complete with a gardening kit, Cocopeat disc, Coir Pot, and a personalized message.
Orange Munch and Yellow Munch watermelons are set to delight consumers in the specialty color flesh category. Orange Munch offers a vibrant orange hue with juicy, succulent flesh and a unique honey taste. Yellow Munch, with its distinctive yellow color and texture, stands out for its crispy sweetness. Both varieties are firm, uniformly high round, and adaptable to growth across all regions of the country.
“Beej Bandhan is more than just a rakhi; it’s a symbol of our devotion to green initiatives and sustainable living. The festival of Rakhi represents the cherished bond between siblings, and our seed rakhi, embedded with watermelon seeds, supports the East-West Seed sustainability initiatives. With the motto, ‘Why throw it when you can grow it? ,’ we hope to inspire individuals to turn this festive symbol into a living, growing testament to their love,” stated Sanjay Gahilot, Director of Marketing at East-West Seed India.
The ‘Beej Bandhan’ initiative embodies East-West Seed India’s commitment to combining tradition with innovative ecological practices, fostering a bond not just between siblings but also with the environment. It is a celebration that extends beyond the festival, germinating into a connection with nature that lasts.
East-West Seed India was awarded ‘The Best Vegetable Seed Company’ by a reputed industry platform and also won ‘The Emerging Brand of the year 2021 – Agro” in the MSME category awarded by the Hon’ble Minister of State – MSME Shri Pratap Chandra Sarangi in 2022. East-West Seed India has received recognition as a Great Place to Work.