Staff Reporter –
n a vibrant celebration that captured the essence of Poila Baisakh, ITC Sunrise Spices, in collaboration with Bangla OTT platform hoichoi, successfully hosted the event ‘Swadkahon’,– a two-day cultural extravaganza that paid homage to the timeless essence of Bangaliyana. The initiative celebrated the rich tapestry of Bengali identity woven through food, music, tradition, nostalgia, and stories.
For decades, Sunrise has been more than just a spice brand—it has been a part of Bengal’s cultural identity. From Durga Puja to Poila Baisakh, from Jamai Shoshti lunch spreads to seasonal special delicacies, Sunrise has stood in every Bengali kitchen. The two- day event, held at City Centre 2 brought alive Poila Baisakh through the Sunrise lens—with aromas that sparked memories, stories rooted in nostalgia, and cultural expressions that made the everyday feel magical.
The event, designed as a sensory celebration, featured traditional Bengali food trails, interactive storytelling sessions, adda corners, and hands-on workshops that highlighted Bengal’s artisan crafts with a modern twist. From soulful musical performances by Arpan Khyapa Collective and Sanjay Mandal & Group to a high-energy cook-off between popular food influencers, every moment was steeped in Bangaliyana, community spirit, and cultural pride. The event was a heartfelt tribute to the Bengali way of life, to the rituals that make everyday moments special, and to the flavours that evoke nostalgia across generations.
At the heart of the event was the premiere of “Swadkahon”, an original hoichoi anthology presented in collaboration with Sunrise Spices. The premiere, held on April 12th, was graced by prominent regional celebrities from the cast, adding to the evening’s vibrant cultural flavour.
On the occasion, Piyush Mishra, Business Head, Sunrise Spices, said, “Sunrise has been a part of every Bengali household, every celebration and every season. We’ve celebrated people, food, and stories for decades. Through our collaboration with hoichoi, we wanted to extend our legacy of celebrating food and culture through storytelling that feels like home—real, emotional, and rooted in the Bengali way of life.”
Speaking on the collaboration, a hoichoi spokesperson shared, “With Swadkahon, our goal was to tell stories that feel personal yet universal and that reflect the everyday magic of Bengali life. Collaborating with Sunrise, a brand so deeply woven into the cultural and culinary identity of Bengal, helped us bring those stories to life in a way that’s truly authentic and immersive.”
The four-episode series beautifully captures the heart of everyday Bengali life, weaving together tales of love, identity, rediscovery, and the rich flavours that bind them all. From a son reconnecting with his mother’s culinary legacy, seasoned with the warmth of Shahi Garam Masala, to a woman finding her voice through a long-lost songbook; a young couple navigating love within tradition’s embrace, to a father reigniting his passion for cooking—using Sunrise Shorshe Posto and Sunrise Mustard Powder to recreate cherished family recipes—Swadkahon celebrates the rituals that define Bengal’s soul. Every tale is an ode to the Bengali cuisine, where families come together around the table and each meal is a story.
Whether it’s the heady richness of Shahi Garam Masala in a slow-cooked kosha mangsho or the bright, earthy flavors of Sunrise Mustard Powder in a traditional shorshe ilish, these iconic blends are not merely spices—they’re heirlooms that preserve tradition. Visit the link to watch the episodes – https://www.hoichoi.tv/shows/watch-swadkahon-mini-series
