"Sunrise Spices Revives Haal Khata Tradition with Grand Poila Baishakh Celebration in Kolkata"

Kolkata, April 15, 2026 -

In a vibrant celebration of Poila Baishakh, ITC Ltd.’s Sunrise Spices hosted the **Sunrise Haal Khata Utsav** at Gariahat, bringing alive one of Bengal’s most cherished cultural traditions. The initiative aimed to revive the age-old practice of Haal Khata—symbolizing new beginnings for traders and businesses—while engaging the local community through a rich cultural experience.

Set in the bustling heart of Kolkata, the event featured a striking centrepiece: a giant Haal Khata installation intricately hand-painted using whole and ground spices. Crafted by trained Sunrise spice artists, the installation served as a visual tribute to Bengal’s artistic heritage and culinary identity.

The celebration was formally inaugurated by noted folk artist and Padma Shri awardee Gokul Chandra Das, accompanied by a troupe of 10 traditional Dhakis, including five women performers. The rhythmic beats of the dhak created an electrifying atmosphere, drawing traders, shoppers, and passersby into a shared moment of festivity and cultural pride.

Live dhak performances continued throughout the evening, alongside interactive games and a Sandhya Aarti, adding to the immersive nature of the event. The participation of female Dhakis stood out as a significant highlight, reflecting Sunrise Spices’ efforts toward inclusivity and empowerment within traditional art forms.

Extending the festivities beyond the venue, Sunrise Spices distributed over 2,000 Haal Khata kits to local traders, retailers, and hawkers across the city. Each kit included a branded ledger, traditional sweets, calendars, turmeric samples, and estimate pads—essentials that mark the beginning of a new financial year. Adding a personalised touch, each Haal Khata was adorned with auspicious symbols using haldi and sindoor by female Dhakis and artists, symbolising prosperity and শুভ সূচনা (auspicious beginnings).

Speaking at the event, Piyush Mishra, Business Head of Sunrise Spices, подчеркed the brand’s deep-rooted connection to Bengal’s cultural and culinary legacy. He noted that the Haal Khata tradition reflects the spirit of trust and renewal that defines relationships between businesses and their customers.

Echoing this sentiment, Gokul Chandra Das said that Haal Khata is not merely a ritual but a celebration of roots and relationships, and appreciated the initiative for recognising and supporting folk artists.

Sunrise Spices, acquired by ITC Ltd. in 2020, is a leading spice brand in West Bengal with a legacy spanning over a century. Through initiatives like the Haal Khata Utsav, the brand continues to strengthen its cultural connect with the region while supporting traditional communities.

As Kolkata welcomed the Bengali New Year, the Sunrise Haal Khata Utsav stood out as a meaningful blend of tradition, artistry, and community engagement—reaffirming the enduring relevance of Bengal’s cultural heritage in a modern urban landscape.