Kolkata: Celebrating Bengal’s rich cultural heritage, Sunrise Spices, in collaboration with the Crafts Council of West Bengal, has launched a special initiative to revive the traditional haathpaakha (hand fan) and highlight the craftsmanship of the artisans who have preserved this age-old tradition across generations.
The initiative aims to reconnect contemporary audiences with one of Bengal’s most cherished cultural symbols, bringing the traditional hand fan back into the heart of Durga Puja celebrations. Once a familiar sight in Bengali households, the haathpaakha represents warmth, hospitality, togetherness and the enduring spirit of Bangaliyana.
For Sunrise Spices, a brand closely associated with Bengal’s food, culture and traditions, the initiative reflects its commitment to preserving the region’s cultural identity. The distinctive radiating shape of the haathpaakha also bears a visual resemblance to the iconic Sunrise logo, creating a natural connection between the brand and this traditional craft.
A special celebration brought together representatives of the Crafts Council of West Bengal and prominent personalities from Bengal’s cultural and creative communities. As part of the initiative, haathpaakhas sourced with the assistance of the Crafts Council will feature in various Durga Puja engagements, including fashion, storytelling and community participation. The initiative seeks to introduce the traditional craft to new audiences while recognising the skills and cultural knowledge passed down through generations of artisans.
Speaking about the initiative, Suresh Chand, Business Head, Sunrise Spices, ITC Ltd, said that Bengali identity is reflected not only in grand festivals and traditions but also in everyday objects that carry memories across generations. He added that the collaboration aims to celebrate the craftsmanship behind the haathpaakha and encourage younger generations to rediscover its cultural significance in a contemporary setting.
Oindrilla Dutt, Vice President of the Crafts Council of West Bengal, highlighted the artistic expression and generational knowledge embodied in every handcrafted fan. She noted that the collaboration provides an opportunity to showcase traditional craftsmanship and encourage greater appreciation for Bengal’s indigenous art forms.
Prominent fashion designer and founder of Roy Calcutta, Abhishek Roy, also highlighted the visual connection between the haathpaakha and the Sunrise logo, describing the collaboration as an opportunity to uncover the shared cultural and artistic language between the two. Tollywood actress Swastika Dutta spoke about the hand fan’s association with childhood memories, festivals and the warmth of Bengali homes.
Meghdut Roy Chowdhury, Executive Director and Chief Innovation Officer of Techno India Group and Founder of Make Calcutta Relevant Again, emphasised the importance of preserving Bengal’s cultural roots while finding contemporary ways to express them. He welcomed the initiative for bringing renewed attention to a familiar yet often overlooked cultural symbol.
Through this collaboration, Sunrise Spices and the Crafts Council of West Bengal aim to ensure that the haathpaakha continues to inspire cultural pride and appreciation among future generations, making Bengal’s traditional craftsmanship an integral part of its contemporary Durga Puja celebrations.
