India's favourite biscuits & confectionery maker turns India's corporate partner. As part of its corporate social responsibility to give back to the very country that built it, Parle Products introduced the now famed Golu Galata contest in 2005. First a little bit about the practice.

An old tradition from the households of Tamil Nadu, the kolu is the essence of Navaratri celebrations. It is also followed in many Asian countries, especially Sri Lanka and Japan. The Japanese version is known as Hina Masturi.

In Tamil Nadu, on the Amavasya day, women first finish the ritual 'tarpana' - keep the Kalash filled with rice, toor dal haldi sticks, betel leaves and nuts or mango leaves with a coconut on it.

The right muhurtam is chosen before placing the Kalash and the dolls for worship, with which the Kollu festival begins. The dolls are given to the girl from her parents during her marriage and are called "Marapachi Bommai" (wooden dolls). From this day she starts collecting dolls and observes the ceremony annually.

The household women also decorate clay dolls (gods and goddesses painted in bright colours) and display them on the specially prepared kolupadis or steps made of wood and covered with a thick cloth. The number of steps was always an odd number - three, five, seven or nine. The more the steps, the merrier! Often a variety of dolls are displayed artistically and arranged beautifully on the steps.

A well decorated tableau, often this display is enjoyed by friends and relatives. However a recent study found that due to hectic schedules, this tradition is slowly getting restricted to a select few households.

Thus, to revive a grand tradition, Parle created a novel promotion called Parle Golu Galata contest. Golu means Doll & Galata means Dhammal.

In 2005, 5000 households participated and in 2006, it was 10,000 households who participated. This year we hope to see over 10,000 households, across 7 cities join in this joyous occasion.

At the end of the celebration, the winners will be felicitated at a gala prize distribution ceremony.

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