Ben & Jerry's To Join Turban Day Celebration In Times Square

The U.S.-based ice cream company will be supporting Sikhs of New York and National Sikh Campaign’s initiative to educate...

Washington, D.C -- Ben & Jerry’s will join We Are Sikhs (WAS) and Sikhs of New York (SNY) on their upcoming Turban Day 2019 event on April 13 in Times Square. The event coincides with the annual mid-April Vaisakhi celebration, a harvest festival that commemorates the formation of the Khalsa, a Sikh insitiution that instructed all Sikhs to protect equality and religious freedom for all people.  

This 5th Annual Turban Day, attendees can experience turban tying and learn the significance of the Sikh turban. SNY and WAS expect to tie 10,000 turbans on the heads of both Sikhs and non-Sikhs alike during the event. Last year Turban Day in Times Square set the Guiness Book of World Record of tying 9,000 turbans.

“The Sikh turban represents a Sikh’s commitment to stand up for equality for all people and to fight injustice. Unfortunately, many people are not aware of this fact. We are proud that Ben & Jerry’s is standing with us to help inform our fellow New Yorkers while helping them have a good time at Turban Day,” said Chanpreet Singh, Founder of Sikhs of New York. 
“It is incredibly exciting to partner with a values-driven company like Ben & Jerry’s to further enhance our efforts to raise awareness of the Sikh faith in the United States,” said Anjleen Kaur Gumer, Executive Director of NSC. “We believe there is an important role for brands to work with marginalized communities during this time where hate crimes and faith-based violence are on the rise.”

This initiative is part of Ben & Jerry’s larger social mission to operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally. Here is the full statement Ben & Jerry’s released launching this effort:

Ben & Jerry’s is a values-led, Vermont based ice cream company that for more than 40 years has stood for social, economic and other forms of equality. Today, the company is focused on systemic racism and criminal justice reform. Ben & Jerry’s supports the National Sikh Campaign's We Are Sikh's (WAS) initiative to educate the public about the many contributions Sikh Americans are making in their communities every day and raise awareness of the meaning of the turban in order to promote unity and combat hate and discrimination. The Sikh turban represents standing up for injustice and equality for all people and Ben & Jerry’s is proud to be part of WAS's efforts to encourage the equal treatment of people across all races and faiths. Learn more at

WHAT: Turban Day 2019 – A Vaisakhi Celebration in Times Square

WHO: Hosted by Sikhs of New York in collaboration with the National Sikh Campaign and Ben & Jerry’s

WHEN: April 13, 2019 from 11:00 AM – 4:00 PM

WHERE: Duffy Square in New York, NY where events will place on and around the stage next to the Ruby-Red Stairs at the TKTS Booth in Times Square.

WHY: The Sikh community has been the target of discrimination, intimidation, harassment and hate crimes since the 9/11 attacks because of a collective misunderstanding of what the turban means in the Sikh faith. This is largely because of a collective misunderstanding of what the turban means. Sikhs wear the turban to show their willingness to serve others in the community and their commitment to equality for all people. 99% of individuals wearing turbans in the U.S. are of the Sikh faith.

Ben & Jerry’s and NSC will be working together in 2019 to further each other’s initiatives and goals.

To learn more about the issues Ben & Jerry’s cares about, please visit:

To learn more about We Are Sikhs, please visit: 

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