Nolengur Sandesh: Bengal’s Winter Treasure Secures Its GI Tag
Nolengur Sandesh, one of Bengal’s finest winter delicacies, has secured a prestigious Geographical Indication (GI) tag, joining the ranks of Bengal’s most treasured sweets. Discover the rich history, cultural significance, and challenges behind this iconic confection, along with Murshidabad Chhanabora, Bishnupur Motichur Laddu, and Kamarpukur Sada Bode, as Bengal continues to preserve its sweet-making legacy.
If there’s one thing that makes Bengalis weak at the knees (apart from football and poetry), it’s their sweets. And now, one of their finest winter delicacies, Nolengur Sandesh, has officially joined the ranks of Bengal’s most treasured confections by securing a Geographical Indication (GI) tag. In layman’s terms, it’s like getting a royal seal of approval—only sweeter.
Following in the illustrious footsteps of Banglar Rasogolla, which received its GI tag in 2017, Nolengur Sandesh can now flaunt its own badge of authenticity, much to the delight of sweet-toothed connoisseurs across Bengal and beyond. But that’s not all—three other traditional sweets, Murshidabad Chhanabora, Bishnupur Motichur Laddu, and Kamarpukur Sada Bode, have also secured their GI status, ensuring their rightful place in the pantheon of Bengal’s culinary heritage.
The Prestige of a GI Tag
For those unfamiliar with the concept, a GI tag is essentially a certificate of authenticity, ensuring that a product is unique to a particular region and possesses qualities that stem from its geographical origin. Think of it as a passport for a sweet, affirming its roots and heritage.
The latest additions take the tally of Bengal’s GI-tagged products to 35, with Malda Nistari Silk Yarn, Radhunipagal Rice, and Baruipur Guava also making the cut. It’s a bit like collecting vintage football stickers—except these come with the promise of rich history and cultural significance.
A Long Road to Recognition
The journey to this sweet success wasn’t all sugar and spice. According to Dhiman Das, president of Mishti Udyog, the association of Bengal’s sweets and savoury makers, securing the GI tag was a meticulous, years-long process.
Scientists, including Mahuya Hom Choudhury, had to conduct rigorous chemical and microbiological analyses to determine the unique qualities of Nolengur Sandesh. Officials from the Geographical Indication Registry in Chennai even held hearings to scrutinise every detail.
“It was a long battle,” Choudhury recalled. “We had to provide proof of origin, cite historical records, and document the entire production method.” And if there’s one thing Bengalis are known for (apart from their love of debates), it’s their meticulous attention to tradition.
The Battle to Preserve Bengal’s Sweet Legacy
Nilanjan Ghosh, general secretary of Mishti Udyog, sees the GI tags as a lifeline for Bengal’s sweet-making heritage. “Every district has its own special sweet, but the craftsmen behind them are disappearing,” he lamented. “Neighbouring Odisha is aggressively marketing its GI tags, but we are lagging.”
And therein lies the catch. While a GI tag ensures authenticity, it does not automatically translate into commercial success. Strict quality control increases production costs, making it difficult for small sweet-makers to compete with cheaper, mass-produced alternatives.
Take Joynagar Mowa, for example. Once plagued by counterfeit versions sold at rock-bottom prices, the GI tag helped eliminate fakes—but it also drove up costs, making it less accessible to the average buyer.
As Ghosh put it, “If you compromise on Kanakchur paddy while making the khoi, it ceases to be real Joynagar Mowa. But maintaining that quality means a higher price tag, and not all confectioners can afford that.”
A Sweeter Future?
Despite the challenges, sweet-makers remain optimistic. KC Das, the legendary confectioner, believes that while GI tags are only granted to packaged products, shopkeepers can proudly display their certification as a mark of authenticity.
And the work isn’t done yet. The association plans to apply for more GI tags, ensuring that Bengal’s rich sweet-making tradition doesn’t just survive but thrives. After all, what’s a Bengali winter without Nolengur Sandesh? It’s like fish without rice, poetry without passion, or a Durga Puja without dhaak—it simply wouldn’t be the same.
So, next time you bite into a piece of Nolengur Sandesh, take a moment to savour not just its melt-in-the-mouth texture, but the rich history, dedication, and sheer artistry that has gone into making it a true Bengali icon.
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