Online marketplace Craftsvilla.com will distribute 10 lakh red bindis globally to mark World Ethnic Day on Friday.
"The use of bindi is rooted in Indian culture and symbolises tradition and heritage. What better day than World Ethnic Day to spread awareness about Indian heritage," Monica Gupta, co-founder of Craftsvilla.com, said in a statement.
The company will deploy 50 to 100 people, dressed in 'World Ethnic Day' kurtas at various locations in Mumbai, Delhi and Bengaluru for the distribution on Friday.
"We will have our people handing out bindis to people and explaining them the concept of World Ethnic Day. We have all the necessary civic permissions in place for the activity," said Gupta.
World Ethnic Day envisages a world held together by its roots - a world that respects heritage, civilisation, anthropology, art and culture.