ITC Ltd.'s Sunrise Spices, a leading brand in the spices category in West Bengal, ushered in the spirit of Poila Baishakh with its culturally rich on-ground celebration ‘Sunrise Haal Khata Utsav’ at Gariahat, Kolkata. Held ahead of the Bengali New Year, the initiative paid tribute to the time-honoured haal khata tradition, deeply embedded in region’s cultural ethos, symbolising fresh beginnings for a brighter & better year ahead.
As part of the celebration, Sunrise Spices brought this tradition to life through an immersive experience that blended ritualistic significance with artistic flair and community engagement. Sunrise installed a giant Haal Khata, intricately hand-painted by trained Sunrise Spices artists, using whole & ground spices, showcasing a blend of creativity and tradition.
The celebration was marked by a grand unveiling led by Padmashree Gokul Dhaki, along with a troupe of 10 Dhakis, including 5 female performers. As the rhythmic beats of dhak filled the air, the unveiling turned into a moment of collective celebration, drawing participation from traders, shoppers and the local community alike. This also marked a continuation of Sunrise’s long-standing association with Dhakis, who were also felicitated by the brand during the previous Durga Puja, reinforcing its commitment to preserving Bengal’s traditional art forms.
The event also featured continuous live Dhak performances, interactive games to engage visitors and a Sandhya Aarti performance, creating a vibrant and festive atmosphere throughout the evening. The participation of female Dhakis and trained spice artists further highlighted Sunrise’s commitment to empowerment of traditional artist communities.
Extending the celebration beyond the installation, Sunrise actively engaged with the local trader and business community by distributing over 2000 branded Haal Khatas to grocery store owners, hawkers and retailers across Kolkata. Each kit included a Sunrise special Haal Khata, traditional sweets, calendars, turmeric samples and estimate pads, bringing together the cultural significance of Haal Khata as traders prepare for a new financial year. Adding a traditional and personalised touch, each Haal Khata was marked with an auspicious Swastik symbol using haldi and sindoor by female Dhakis and Sunrise spice artists, symbolising prosperity and auspicious beginnings.
Speaking at the event, Piyush Mishra, Business Head, Sunrise Spices, ITC Ltd. said, “Sunrise has always been deeply connected to the cultural and culinary heritage of Bengal. Haal Khata is a beautiful reflection of Bengal’s spirit, where consumers experience culture and relationships are renewed with trust and gratitude. Through the 'Sunrise Haal Khata Utsav', we are proud to honour the cherished tradition and the communities that keep it alive. The initiative celebrates the true essence of Bangaliana, reinforcing the brand’s commitment to preserving Bengal’s rich traditions, empowering local artists, and nurturing the cultural fabric that defines the state”
Speaking on the occasion, Padmashree Gokul Chandra Das said,“Haal Khata is not just a ritual, it is a celebration of our roots and relationships. I truly appreciate Sunrise Spices for taking this initiative to revive and celebrate such traditions, while also giving recognition and dignity to folk artists like us.”
