Mithai is a warm, ‘mishtistory’ of going back to the roots, celebrating family values and rituals. And with its new launch – Mithai, the brand has embarked on a journey to revive the lost traditional sweets that Bengal was once famous for. A classic example ofthe same is bringing back the folk and kirtan forms into its mega musical reality show Sa Re Ga Ma Pa which so beautifully emphasises the brand promise – ‘NotunChondeLikhboJibon’. Zee Bangla, a connoisseur of the cultural elements has always pioneered Bengal’s indigenous ingredients and revived intricacies of Bengal’s heritage so that they don’t become extinct. With the rise of consciousness around health and innovation in sweet making, the traditional sweets of Bengal are dying a slow death much like the culture of joint families which are slowly losing relevance in today’s fast paced lifestyles. Bengal, known for its rich culture and heritage of sweets, has witnessed an evolution.
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