Kolkata, 12 October: This Durga Puja, Sunrise Spices, in collaboration with the Crafts Council of West Bengal, is celebrating one of Bengal's most cherished cultural symbols, the haathpaakha, while shining a spotlight on the artisans behind its craftsmanship. The initiative seeks to bring renewed attention to the traditional hand fan and its place in Bengal's cultural identity, connecting generations of craftsmanship with contemporary celebrations.
For Sunrise, a brand deeply rooted in Bengal's food, culture and traditions, celebrating the haathpaakha is a natural extension of its commitment to promoting the enduring symbols of Bangaliyana. The haathpaakha also carries a distinctive symbolic connection with Sunrise. Its radiating form visually echoes the motif of the iconic Sunrise logo, creating a natural association between the brand and the object.
Once a familiar presence across Bengali households, the haathpaakha has long symbolised warmth, hospitality and togetherness. While its everyday use has evolved over time, it continues to hold a special place in Bengal's collective memory. Through this collaboration, Sunrise Spices is bringing the stories of the artisans who have sustained this tradition into the festive spotlight, celebrating the skill and cultural knowledge passed down through generations.
A special celebration showcased the haathpaakha as an enduring expression of Bengal's artistic heritage. The event brought together representatives of the Crafts Council of West Bengal along with other eminent Bengali personalities. As part of the initiative, haathpaakhas sourced with the assistance of the Crafts Council of West Bengal will feature across a range of Durga Puja engagements, spanning fashion, storytelling & community participation. By bringing the haathpaakha from artisan workshops into the heart of Durga Puja rituals, the initiative celebrates its enduring cultural significance while introducing the traditional craft to contemporary audiences.
Commenting on the initiative, Suresh Chand, Business Head, Sunrise Spices, ITC Ltd said "Bengali identity lives not only in its grand festivals and traditions, but also in the everyday objects and rituals that quietly carry memories across generations. Through our collaboration with the Crafts Council of West Bengal, Sunrise is celebrating the craftsmanship behind one such enduring symbol while encouraging a new generation to rediscover it in a contemporary context."
Oindrilla Dutt, Vice President, Crafts Council of West Bengal, said, "The haathpaakha represents generations of skill and artistic expression. Every handcrafted fan carries the knowledge and creativity of the artisan behind it. Our collaboration with Sunrise Spices offers an opportunity to showcase this craftsmanship and encourage greater appreciation for traditional art forms in contemporary Bengal."
Abhishek Roy, prominent fashion designer & founder of Roy Calcutta, said, “What fascinated me was how a simple shape can carry so much memory and identity. The haathpaakha and the Sunrise logo share a visual language, so this fashion collaboration felt less like creating something new and more like uncovering a connection that was always there.”
Speaking on the initiative, popular Tollywood celebrity, Swastika Dutta, said, "Cinema teaches us that some symbols need no introduction. The haathpaakha is one of them. It carries the warmth of homes, festivals and childhood memories. And when it meets Sunrise, a name that has lived in Bengali kitchens for generations, it creates a story that feels unmistakably Bengali."
Speaking about the campaign, Meghdut Roy Chowdhury, Executive Director & Chief Innovation Officer, Techno India Group & Founder of Make Calcutta Relevant Again, said “What makes Bengal special is its ability to hold on to its roots while constantly reinventing how they are expressed. It's encouraging to see brands like Sunrise creating conversations around cultural symbols that are deeply familiar yet often overlooked in contemporary life.”
By bringing the haathpaakha into the heart of Durga Puja celebrations, Sunrise Spices and the Crafts Council of West Bengal seek to ensure that this iconic craft continues to inspire pride, connection and cultural appreciation among present and future generations.
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