Iconic Kolkata sweet shop Jugal’s celebrates turning 100 with a literature festival and mishti workshops

Jugal’s Literature Festival aims to be the first lit fest to celebrate the legacy of Bengal through the nuances of mishti, with panel discussions, open house forums, art exhibitions and interactive workshops

This winter will see the confluence of two things Kolkata is famous for as a legendary city sweetshop plans to celebrate its 100 years with a literary festival.

Jugal’s was founded by Jugal Kishore Ghosh in 1923 in Sealdah and the festival is the idea of his granddaughter Lahana Ghosh, who aims to use the event to glorify the sweet maker in order to make their profession more inclusive and appealing.

“The  mishti (sweet) industry is largely male-dominated. We have next to negligible female representation. One of my primary goals is to make the industry inclusive. To achieve this, we might need to break a few traditions and customs but I think it is the right time,” says Lahana, who assists her father, Krishna Kali Ghosh, in running the shop as its finance and operations manager.

“My dream is also to encourage the  kaarigar (artisan). I consider sweet-making to be a culinary art form, one that’s deeply intricate yet mostly disregarded in the modern world. Some of the skills take years to learn and master. But now, a  kaarigar’s child no longer wants to become a  kaarigar. My goal is to change that by offering them incentives to stay, thrive, and be proud of the art form that Bengal has sustained for 400-plus years,” says Lahana, who recently returned from Canada after a career in the world of finance.

Dates for the three-day festival are still being finalised: it is likely to be held either in January (20 to 22) or in February (3 to 5), 2023. “Jugal’s Literature Festival will be the first lit fest to celebrate the legacy of Bengal through the nuances of  mishti. It will consist of panel discussions, open house forums, art and photo exhibitions, and interactive workshops on  mishti,” Lahana states.

She says each session will delve into the history, legacy, culinary footprint, economics, socio-cultural impact and, most importantly, the future of the dairy-dependent  mishti industry. “We are bringing together the leading minds in the industry and beyond, including food historians, writers, culinary experts, dairy experts, economists and industrialists.”

According to her, it is a struggle to justify the cost of human resources in the sweet industry as opposed to others with more mechanised production lines. “But mishti is a product of human emotion, meant to be handcrafted. It takes skill and often years of training to understand milk, its texture, how it works with different elements. Our head karigar makes ₹900 a day, which is more than what young chefs earn, and yet no culinary school graduate would want to come and work at a  mishti workshop,” says Lahana, adding that it is this mindset she is hoping to change.