The quintessential Bengali sandesh now has a different flavour all together. With just about three weeks to go for the high decibel West Bengal assembly elections to kick in, Balaram Mullick & Radharaman Mullick, an iconic sweet shop in Kolkata, how now rolled out ‘political’ sandesh in multiple variants.
Capturing the flavour of the poll season, two customized variants of the sandesh – ‘Khela Hobe’ and ‘Jai Shri Ram’ are selling like hot cakes. While ‘Khela Hobe’ or ‘Game On’ is a Trinamool Congress slogan, ‘Jai Shri Ram’ has become the bedrock of BJP’s political pitch in the state.
‘Khela Hobe’ – which incidentally has also scored a hit with the public with its pop version being played in TMC rallies, is embossed on the sandesh in white and green, the ‘Jai Shri Ram’ version is in white and orange.
“The soft-rolled Nalen Gur sandesh with either ”Khela Hobe” or ”Jai Shri Ram” embossed on them are already being bought by the respective political parties,” Sudip Mallick, the owner of the sweet retail chain told the media.
Not just this, there’s a ‘Modi sandesh’ and a ‘Didi sandesh’ too with images of Prime Minister Narendra Modi etched on the mishtis or sweets.
The Left and Congress are also jostling for space in sweet trays this poll season. Misthis bearing symbols of all political parties too are up for grabs. And political parties are already making a beeline for these.
Another reputed sweet shop Felu Modak in Rishra, not every far from Kolkata, too has rolled out its own variety of political desserts.
Amitabha Dey, co-owner of the shop, told the media, “There is no political motive behind the decision to sell sandesh on the ”Khela Hobe” theme. We just wanted to connect with the people who love the slogan, we wished to touch their emotions.”
There are three types of sandesh with the ‘Khela Hobe’ slogan — in white, green and orange available in chocolate, strawberry and mango flavours, priced between ₹ 40 and 100 depending on the size.
Another prominent sweet shop, Felu Modak in Rishra, which had previously launched delicacies themed on popular political campaigns, is also selling such desserts.
Amitabha Dey, one of the owners of the shop, said,
“There is no political motive behind the decision to sell sandesh on the ”Khela Hobe” theme. We just wanted to connect with the people who love the slogan, we wished to touch their emotions.”