Mumbai: In a grand tribute to Bengali culture and heritage, ITC Sunrise Spices, in collaboration with leading Bangla OTT platform hoichoi, hosted ‘Swadkahon’, a two-day cultural showcase marking the occasion of Poila Baisakh. The celebration brought alive the rich traditions and flavours of Bengal through a blend of immersive experiences, nostalgic storytelling, and the premiere of a specially curated original content series.
Held at City Centre 2, the event embodied the spirit of Bangaliyana—fusing tradition and modernity through food trails, musical performances, interactive storytelling, and crafts workshops. From soulful renditions by Arpan Khyapa Collective and Sanjay Mandal & Group to a high-energy cook-off featuring popular food influencers, every moment of the event was a heartfelt tribute to the rituals and flavours that define Bengali life.
At the centre of the celebration was the premiere of “Swadkahon,” an original four-episode anthology presented by hoichoi in collaboration with Sunrise Spices. The series captures everyday tales steeped in Bengali emotion, family, food, and identity—highlighting the significance of tradition through sensory experiences.
Piyush Mishra, Business Head, Sunrise Spices, shared the brand’s intent behind the collaboration:
“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.”
The series reflects this philosophy, portraying heartfelt narratives—from a son reconnecting with his mother’s culinary legacy to a young couple balancing love and tradition, each story features iconic Sunrise spices like Shahi Garam Masala, Shorshe Posto, and Mustard Powder, reimagined as symbols of memory and cultural continuity.
A hoichoi spokesperson elaborated on the storytelling vision, “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 event not only launched the anthology but also created a space where Bengal’s legacy was relived—through smells, songs, conversations, and shared meals. With this initiative, Sunrise Spices and hoichoi have reinforced their commitment to celebrating culture in all its richness—one story, one spice, and one memory at a time.
watch the episodes – https://www.hoichoi.tv/shows/
