With its culturally rich on-ground celebration “Sunrise Haal Khata Utsav” in Gariahat, Kolkata, ITC Ltd.’s Sunrise Spices, a prominent brand in West Bengal’s spices market, brought in the spirit of Poila Baishakh. The event, which was held in advance of the Bengali New Year, honored the ancient Haal Khata custom, which is ingrained in the local culture and represents new beginnings for a better and more promising year.

Through an immersive experience that combined artistic flair, community involvement, and ritualistic significance, Sunrise Spices brought this tradition to life as part of the celebration. Sunrise installed a massive Haal Khata that was expertly hand-painted using whole and ground spices by skilled Sunrise Spices artists, exhibiting a fusion of tradition and creativity.

Padmashree Gokul Dhaki and a group of ten Dhakis, including five female performers, led a grand unveiling to commemorate the celebration. The unveiling became a moment of communal celebration as the dhak’s rhythmic beats filled the air, attracting participation from residents, shoppers, and traders alike. This further demonstrated Sunrise’s dedication to conserving Bengal’s traditional art forms by continuing its long-standing relationship with Dhakis, who were also honored by the company during the previous Durga Puja.

A Sandhya Aarti performance, interactive games to keep guests interested, and continuous live Dhak performances all contributed to the event’s lively and joyous atmosphere throughout the evening. Sunrise’s dedication to empowering traditional artist communities was further demonstrated by the involvement of female Dhakis and skilled spice artists.

By distributing more than 2000 branded Haal Khatas to grocery store owners, hawkers, and retailers throughout Kolkata, Sunrise actively participated in the local trader and business community, extending the celebration beyond the installation. As traders get ready for a new fiscal year, each kit brought together the cultural significance of Haal Khata with a Sunrise special Haal Khata, traditional sweets, calendars, turmeric samples, and estimate pads. Each Haal Khata was marked with an auspicious Swastik symbol, signifying prosperity and auspicious beginnings, using haldi and sindoor by female Dhakis and Sunrise spice artists, adding a customary and unique touch.

Haal Khata is therefore a celebration of relationships and heritage, and not merely a ritual.

Priyanka Dutta