As winter sets in across West Bengal, a distinctive sweetness fills the air, heralding the arrival of nolen gur, a seasonal delicacy cherished for generations. Harvested from the sap of date and palm trees, this golden jaggery holds a unique place in Bengali culture. The process of making it is passed down through generations, and many compare it to a work of art. However, in today’s fast-paced world, this tradition is gradually fading away.

Senjuti Mahato and Abhishek Choudhury, both deeply rooted in West Bengal’s cultural fabric, share a passion for healthy eating. Senjuti, with a master’s degree in political science from JNU and seventeen years of experience in advertising, developed a deep understanding of consumer behaviour, market trends, and the power of storytelling.

Meanwhile, Abhishek, an MBA graduate from IIM Calcutta, spent several years leading a non-profit social enterprise, gaining invaluable insights into community development and sustainable practices.

“What really concerned us was the uncertainty about what we were eating. We realised that the food on our plates often lacked authenticity, and that’s when we decided to take action. Our common goal has always been to make clean eating a culture,” Senjuti tells The Better India.

Earth Story Farms: A search for ‘nolen gur’

Their shared vision led them to launch Earth Story Farms in 2020, with the goal of promoting clean and pure food sourced from the land itself. The founders were committed to preserving Bengal’s rich culinary traditions, particularly nolen gur.

“The making of nolen gur is not just about producing a sweet product, it is an art form that is connected to the rhythms of nature,” says Senjuti.

The business is grounded in their own farm in Bankura, a region blessed with ideal conditions for growing date and palm trees. “This land, with its rich red and gravel soil, plays an important role in supporting the growth of these trees, which are at the heart of the nolen........

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