ITC Sunrise Spices organised an on ground cultural initiative Sunrise Haal Khata Utsav at Gariahat in Kolkata, celebrating the occasion of Poila Baishakh. The activation was centred around the traditional Haal Khata practice, which signifies new financial beginnings for traders and businesses in Bengal.
The brand recreated the Haal Khata tradition through a large-scale installation, featuring a giant ledger designed using whole and ground spices. The artwork, created by trained spice artists, combined visual storytelling with elements rooted in regional customs, positioning the activation as both a cultural and experiential engagement.
The event featured a ceremonial unveiling led by Gokul Dhaki, accompanied by a troupe of Dhakis. The live performances created a festive environment and drew participation from traders, shoppers, and local residents. The inclusion of female Dhakis reflected a broader focus on representation within traditional performance spaces.
As part of the initiative, Sunrise Spices extended its presence beyond the event by distributing Haal Khata kits to local traders and retailers across Kolkata. The kits included traditional elements such as sweets, calendars, turmeric samples, and estimated pads, aligning with customary practices followed at the start of the new year.
Each Haal Khata was marked with auspicious symbols using haldi and sindoor, adding a personalised and culturally relevant touch. The distribution was aimed at strengthening connections with the local business community while reinforcing the brand’s association with everyday traditions.
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.”
He further added, “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”
