BEING HALWAI, NOT JUST HALWA

CORPORATE GIFTING MIGHT GET FLUFFED UP, AND THE MEDIA CAMPAIGNS MIGHT GET EVEN MORE STRONG AGAINST OUR LOCAL HALWAIS, BUT IT’S HIGH TIME WE REALISE THE POTENTIAL OF INDIAN MITHAIS AND GIVE IN TO THE TEMPTATION THIS DEEPAWALI TO ENJOY A TASTIER AND WHOLESOME FESTIVAL

- SHARMI ADHIKARY

A social media reel uploaded by a mainstream bridal glossy doing the rounds shows a tutorial where stickers of artificial henna design are applied to a person’s palms. That it’s a quick and easy substitute to the authentic art of the mehndi application is the selling pitch adopted by the company marketing these stickers. Clearly, the magazine (BridesToday) didn’t put much thought before promoting the seller considering these paid campaigns hardly consider the wrong narratives being set amongst the masses. But, if the editors would consider investing in analysis, the reel would not have been made in the first place. Because the stickers not only encourage the application of harmful synthetics on the skin but also their very usage aims to take over the market during the Indian wedding season when mehndi walas look at doing brisk business, putting their creativity and art to use.

If one reads Lakshmi Vishwanathan’s Women of Pride, one is bound to come across the beautiful art of the mehndi tattoo practiced by women in ancient Bharat. A skill that showcases deft artistry and design elements, it is not for nothing that the indigenous craft has thrived in India since many, many years. The beautification also found patronage when invaders spread throughout this country. While aromatic powder has health benefits, women and men have always encouraged the art during celebrations, especially at weddings. In such a scenario, cheap substitutes usurping the original art form can only be directed at extinguishing the craft and robbing the artisans of their livelihood.