ITC Sunrise Spices, in partnership with Bangla OTT platform Hoichoi, successfully organized the event Swadkahon, a two-day cultural extravaganza that honoured the timeless essence of Bangaliyana in a colourful celebration that perfectly encapsulated Poila Baisakh. Through cuisine, music, customs, nostalgia, and storytelling, the initiative honoured the diverse fabric of Bengali identity.

Sunrise has been an integral part of Bengal’s cultural identity for many years, serving as more than just a spice brand. Sunrise has been a fixture in every Bengali kitchen from Durga Puja to Poila Baisakh, from Jamai Shoshti lunch spreads to seasonal specialties. Poila Baisakh was brought to life through the Sunrise lens during the two-day event, which took place at City Centre 2.

Designed as a sensory celebration, the event included interactive storytelling sessions, adda corners, traditional Bengali food trails, and hands-on workshops that showcased Bengal’s artisan crafts with a contemporary twist. Every moment was infused with Bangaliyana, community spirit, and cultural pride, from soulful musical performances by Arpan Khyapa Collective and Sanjay Mandal & Group to an intense cook-off between well-known food influencers. The occasion was a sincere homage to the Bengali way of life, the customs that add specialness to ordinary occasions, and the flavours that bring back fond memories for people of all ages.

The event’s centrepiece was the debut of Swadkahon, an original hoichoi anthology that Sunrise Spices co-presented. Prominent celebrities from the cast attended the premiere on April 12th, which enhanced the lively cultural flavour of the evening.

By combining stories of love, identity, rediscovery, and the rich flavors that unite them all, the four-episode series masterfully captures the essence of ordinary Bengali life. Swadkahon honours the customs that define Bengal’s soul through stories of a young couple navigating love within the confines of tradition, a father rekindling his love of cooking by re-creating treasured family recipes with Sunrise Shorshe Posto and Sunrise Mustard Powder, and a son rediscovering his mother’s culinary legacy, seasoned with the warmth of Shahi Garam Masala. Every story is a tribute to Bengali food, where families gather around the table and tell stories over each meal.

Visit the link to watch the episodes: https://www.hoichoi.tv/shows/watch-swadkahon-mini-series

Priyanka Dutta