Traditional Alta vs Alta Pen: Revolutionized for Gen Z?

Alta has been an integral part of the Indian traditions and cultural aspects while adding decorative elements to beautify and celebrate feminine energies. However, over the years, there has been a shift from the traditional diorama of alta applications, as more of it is being adopted by Gen Z. Over the years, traditional alta has walked a long way from a bride’s feet to the Instagram feeds.

While some people still consider alta application as a cult ritual, the upcoming generations have turned alta into something different completely. So, without further ado let’s find out what has really changed with alta over the years.

Alta has been around since generations and the very word ‘Alta’ was derived from the Sanskrit term “Lakshaya Rasa” which is actually a red dye that is supposed to be applied on the hands and feet during festivals and wedding ceremonies (Crippa et al., 2025). The historical anecdote of its use has been traced back to between 1500 and 600 BCE with some of the major references found in the Vedas and Upanishads (TOI, 2024).

Alta, as per traditional belief system has been identified as the pigment that celebrated several feminine aspects like fertility, prosperity and the divine energy (Berbers et al., 2019). According to some research scholars this belief is specifically guided by the resembling colour shade of the red pigment with that of earth or soil, while providing certain grounding properties.

Traditionally, alta was more about cultural heritage that is passed down through generations rather than overtly beautifying cosmetics. So, it could not be easily replaced by any other formulation and lives till this day as an integral part of the traditional heritage. Even today, alta is being considered as a sacred and essential part of festive and ceremonial dressing in India.

• Weddings and Sacred Rituals: Alta has been in use since times immemorial in weddings, and it is considered something more than just a cosmetic product for personal beautification. In Bengali and Odia traditions, the application of alta was made mandatory for newlywed brides due to its grounding effects alongside celebrating the feminine energy of fertility and marital success (Makal, 2024). Also, Bengali married women are seen to adorn this lac on their feet and hands during the Durga Puja to celebrate the divinity and the feminine energy, alongside Pohela Boisakh, the Bengali new year (TOI, 2025).
• Celebrating Womanhood and Fertility: Apart from the festivities, Indian women are often seen to adorn their hands and feet with the lac for celebrating womanhood and the divine energy that is the origin of every life form, the Devi. This belief is specifically guided through the aspects of fertility, sustenance, and success in every aspect of life. While mentioning the aspect of celebrating feminine energy and fertility, one thing is worth mentioning, the famous traditional festival in Odisha, which is known as the Raja Parba (Das, 2025). The ritual is linked to the menstrual cycle of supposedly Mother Earth, which is honored by the application of Alta on the hands and feet of women.
• Dancers’ Must Have: Alta has been in use for generations, almost exquisitely and irreplaceably, in different dance forms like Katthak, Bharatnatyam, and Odissi (Kaipy, S., and Gupta, 2025). This use of Alta is specifically for clear sighting of the mudras that are involved in these dance forms and make the dance moves visually appealing to the audience. Therefore, alta has been in use for generations, not just as a meager traditional belief or beautifying product, but as a tactical commodity for wider applications in different aspects of life.

The emergence and consistent development of social media platforms and globalisation have introduced several concepts like ‘Aesthetics’, ‘ethnic looks’, ‘fashion’ with a confluence in the cultural contexts (Shim et al., 2024). This intermixing of the different cultural contexts has created a competitive arena for beauty brands while attracting the attention of the Gen Z population.

The Gen Zs are mostly attracted to personalised experiences and are always on the lookout for ways that would help them define their personality (Jeljeli et al., 2025). In this connection, the revelation of the concept of ‘aesthetics’ mostly grabbed their attention while guiding their actions to adopt traditions which were often regarded as backdated. The sheer emotion of the traditional beauty secrets in the light of aesthetics and personal wellbeing has been the standalone driver for the Gen Z population, as they adopted the Alta with open arms.

Social media gave that platform for Gen Z to come across reels and content that revealed the glory of traditional looks, ethnic wear, glamour, etc., which instantly pulled them into the trend, making alta a styling item rather than an age-old traditional ritualistic practice. Additionally, Alta emerged as a way in which Gen Z keeps connected to the roots without feeling as if they are a part of a ritualistic practice. The meaning of the alta remained the same, but the perception changed with time.

With time, the traditional alta got reinterpreted, holding the hands of Gen Z population, while resurfacing as an integral part of every ritual—landing from the bride’s feet to the Instagram feed!

The shift from the traditional alta to modernization, holding the hands of the Gen Z generation, has brought about subtle changes. Understanding these changes is quintessential to understanding whether alta has lost its traditional touch or this modernization has left it with an upgrade!

• New formats with Alta Pen: Instead of the messy cotton-and-liquid method, which is mostly prevalent throughout the traditional alta containers, there are now alta pens, quick-dry formulas, roll-on alta, and ready-to-stick designs that make application easier and cleaner.

• New designs: Alta is no longer limited to a plain outline. Gen Z experiment with floral patterns, minimal lines, anklet-style borders, and designs that match their outfits. This aspect has enabled Gen Z to experiment with Alta applications while giving a personalized touch to the rigid tradition.
• New skin-friendly standards: Younger buyers read labels and ask what is going on their skin. This has pushed brands toward gentler, non-staining and skin-safe formulations, while some people still prefer a patch test before trying anything new.

So, did Alta really change for good?

Comment below your personal experiences and thoughts!

Berbers, S.V., Tamburini, D., van Bommel, M.R. and Dyer, J., 2019. Historical formulations of lake pigments and dyes derived from lac: A study of compositional variability. Dyes and pigments, 170, p.107579. https://www.sciencedirect.com/science/article/abs/pii/S0143720819304796?via%3Dihub

Crippa, M., Cardon, D., Tamburini, D., Kondo, T. and Nabais, P., 2025. Lac dye colours: A review of the origin, history and identification techniques in textiles. Journal of Cultural Heritage, 75, pp.307-325. https://www.sciencedirect.com/science/article/pii/S129620742500158X?via%3Dihub

Das, L., 2025. Raja Parba: An Odia Celebration That Bleeds Gracefully and Heals Silently. Medium. https://medium.com/@LisaDas2004/raja-parba-an-odia-celebration-that-bleeds-gracefully-and-heals-silently-f3077d9792db

Jeljeli, R., Farhi, F., Mohsen, M., Mallek, M. and Setoutah, S., 2025. Examining the effects of social media storytelling on Gen Z supporting cultural heritage and sustainability in the United Arab Emirates. Frontiers in Sociology, 10, p.1653182. https://www.frontiersin.org/journals/sociology/articles/10.3389/fsoc.2025.1653182/full

Kaipy, S. and Gupta, C., 2025. The Neuroscientific Basis and Therapeutic Potential of Indian Classical Dance: A Review. https://hal.science/hal-05035654/document

Makal, A., 2024. A Comparative Study on Marriage Customs of Two Hindu Bengali Communities in Kolkata Metropolis of India. Antrocom: Online Journal of Anthropology, 20(1). https://www.researchgate.net/publication/381861409_A_Comparative_Study_on_Marriage_Customs_of_Two_Hindu_Bengali_Communities_in_Kolkata_Metropolis_of_India

Shim, J., Woo, J., Yeo, H., Kang, S., Kwon, B., Jung Lee, E., Oh, J., Jeong, E., Lim, J. and Gyoo Park, S., 2024. The clean beauty trend among millennial and Generation Z consumers: assessing the safety, ethicality, and sustainability attributes of cosmetic products. Sage Open, 14(2), p.21582440241255430. https://journals.sagepub.com/doi/10.1177/21582440241255430

TOI., 2024. Alta: The story behind celebration of prosperity dipped in the hues of classic red. Times of India. https://timesofindia.indiatimes.com/life-style/fashion/style-guide/alta-the-story-behind-celebration-of-prosperity-dipped-in-the-hues-of-classic-red/articleshow/112346342.cms

TOI., 2025. 5 Alta designs for Durga Puja. Times of India. https://timesofindia.indiatimes.com/life-style/beauty/5-alta-designs-for-durga-puja/photostory/124004056.cms