On the auspicious occasion of Poila Boishakh, one of the most vibrant and cherished festivals in Bengal, Swastik Rice—one of the most trusted rice brands in Eastern India—marked the Bengali New Year with a grand celebration that spread across the heart of Kolkata. From the spiritual vibes of Kalighat Temple to the cultural lanes of Rabindrasadan and the bustling crowd of Park Street, Swastik’s presence was felt everywhere.
Swastik, a heritage brand under the Jay Baba Group—founded by Mr. Dip Chand Khaitan in the 1980s—has been a household name in Bengal for decades, known for its quality, purity, and deep-rooted connection with Bengali families. This Poila Boishakh, the brand took a step closer to its consumers by organizing a unique activity that paid tribute to Bengal’s tradition while also celebrating the trust it has earned over the years.
The celebration included major activation points across key locations in Kolkata including Babu Ghat Bus Stand, Kalighat Temple, Alipore Zoo, Rabindrasadan, and Park Street, among others. At each venue, vibrant Swastik stalls welcomed thousands of visitors with festive music, free rice samples, traditional sweets, and engaging games. The entire setup was soaked in the essence of the Bengali New Year—with red-and-white themed decor, folk performances, uludhoni led by women, and a lively parade featuring the unique Basta March and Ranpa walking artists, bringing tradition to life in a colorful and contemporary way.
“We have always believed in being close to our roots and our people,” said a spokesperson from Swastik. “For decades, we’ve been part of Bengali kitchens, celebrations, and traditions. This Poila Boishakh, we wanted to step out of the packaging and connect with our consumers directly—to thank them for their continued trust and love.”
Swastik also took this opportunity to introduce a new festive packaging exclusive to the Bengali New Year. The limited-edition packs feature elements of Bengal’s cultural heritage such as alpana designs, traditional attire, and warm greetings in Bengali. These were distributed in sample kits to passersby and families visiting the event locations.
A special attraction was seen at Kalighat and Alipore Zoo, where Swastik hosted food donation drives for underprivileged children and families, reinforcing its commitment to community welfare.
The activity was not just a brand showcase—it was a celebration of identity, tradition, and food—the very soul of Bengali culture. Visitors, both young and old, appreciated the gesture and many shared nostalgic stories of growing up with Swastik rice in their homes.
As Bengal embraces a new year with new hopes, Swastik stands tall as a brand that blends legacy with love. With over 40 years of trust behind it, the brand continues to promise quality, purity, and a taste that resonates with every Bengali heart.
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http://swastikrice.com/
