Zed black backs mass wedding initiative, spreads ‘sab shubh hoga’ message in Delhi

New Delhi : Zed Black, one of India’s leading incense brands, partnered the Shagun Vivah Utsav 2026 as the official fragrance partner, supporting a large-scale mass wedding ceremony in the national capital where 51 couples tied the knot. The event symbolised dignity, equality, and new beginnings for couples from economically weaker sections.

Held at the iconic Jawaharlal Nehru Stadium, the ceremony was conducted under the spiritual guidance of Swami Avdheshanand Giri and attended by several prominent dignitaries, including former President Ram Nath Kovind and Delhi Chief Minister Rekha Gupta, along with senior bureaucrats and officials.

The initiative brought together couples from diverse regions including Delhi, Jammu & Kashmir, West Bengal, Rajasthan, Bihar, and Uttar Pradesh, reflecting the inclusive nature and wide reach of the programme. The event was organised by Rashi Entertainment in collaboration with Ladli Foundation, known for its large-scale social impact initiatives. Several dignitaries also participated in the sacred Panigrahan ceremony, reinforcing a sense of unity and collective support.

Zed Black’s participation aligns with its broader commitment to community development and women empowerment. The brand operates an agarbatti manufacturing ecosystem that supports over 4,000 workers, nearly 80% of whom are women from rural areas of Madhya Pradesh. This model has contributed significantly to creating sustainable livelihoods and promoting financial independence at the grassroots level.

As part of the event, Zed Black contributed its range of incense and devotional products, enhancing the spiritual ambience of the ceremony. The association was aligned with its ongoing campaign ‘Sab Shubh Hoga’, which aims to spread positivity, faith, and hope during significant life moments.

Speaking on the occasion, Ankit Agrawal, Director of Mysore Deep Perfumery House, said the initiative holds special meaning for the brand as it allows them to be part of life’s most cherished milestones. He emphasised that the campaign seeks to inspire optimism and extend heartfelt wishes to newly married couples.

Anshul Agrawal, also a Director at the company, highlighted that business growth must go hand in hand with social responsibility. He reiterated the company’s commitment to empowering women through employment and supporting initiatives that drive inclusive development.

The event stands as a strong example of how collaborative, community-led efforts can create meaningful social impact, ensuring access, dignity, and celebration for underprivileged communities.