This Durga Puja, Sunrise Spices has joined hands with the Crafts Council of West Bengal to bring one of the region’s most cherished cultural symbols, the haathpaakha, back into the festive spotlight. The collaborative initiative aims to shine a light on the traditional hand fan, honor the artisans behind its craftsmanship, and connect generations of artistic tradition with contemporary celebrations. 

​Sunrise, a brand deeply rooted in Bengal’s food, culture, and traditions, sees the natural hand fan as an extension of its commitment to promoting enduring regional symbols. Notably, the shape of the haathpaakha visually mirrors the motif of the iconic Sunrise logo, establishing a natural association between the brand and the cultural artifact. 

​As a familiar presence across Bengali households, the haathpaakha has long symbolized warmth, hospitality, and togetherness. Although everyday use has evolved, it continues to hold a distinct place in the collective memory of Bengal. Through this alliance, Sunrise Spices brings the stories of the artisans who sustained this tradition into the festive spotlight, celebrating cultural knowledge passed down through generations. 

​A special celebration showcased the traditional hand fan alongside prominent Bengali personalities and representatives of the Crafts Council of West Bengal. As part of the campaign, these council-sourced haathpaakhas are featured across diverse Durga Puja elements, spanning fashion, storytelling, and community participation. 

​Suresh Chand, Business Head of Sunrise Spices (ITC Ltd), noted that the brand celebrates the craftsmanship behind such enduring symbols to encourage a new generation to rediscover them in a contemporary context.

Similarly, Vice President of the Crafts Council of West Bengal, Oindrilla Dutt, stated that every handcrafted fan carries the knowledge of skill and artistic expression.

Prominent fashion designer and founder of Roy Calcutta, Abhisek Roy, remarked that the collaboration felt like uncovering a connection that was always there.

Tollywood celebrity Swastika Dutta added that the combination creates a story that feels unmistakably Bengali. She added that her grandmother used to keep a fan beside her bedside in case there was a power cut in the locality.

Ushasi Ray said that she was beaten with the haathpaakha whenever she did something naughty as a child. She also shared fond memories of a square haathpaakha that was used in her house in the suburbs.

​By integrating the haathpaakha into the heart of Durga Puja rituals, Sunrise Spices and the Crafts Council of West Bengal hope to ensure that this iconic craft continues to inspire cultural appreciation among present and future generations.

Priyanka Dutta