Among the rich diversity that Bengal boasts of, sweets constitute a lion’s share. These sweet little nothings not only drive one crazy, but make for a blissful culinary delight. Every region has their own speciality. If you are visiting Bengal anytime soon, make sure you keep your baggage of diet control away.
With the chilling winter few blocks away, the season of Nolen gur (jaggery made from date palm) is not far away. And when we talk about Nolen gur, the first name that strikes our mind is the sumptuous “Jaynagarer Moya”.
What is Jaynagarer moya?
It is a seasonal delicacy available only during winter months in Bengal
Nolen gur (date palm jaggery) and Kanakchur Khoi (puffed rice from a special paddy variety) are the main ingredients, which are available only during this season.
The other ingredients are gawa ghee, elaichi (cardamom) and posto (poppy seeds).
Purnachandra Ghosh and Nitya Gopal Sarkar are considered the pioneers of Jaynagarer moya
Dating back to 1929, the birthplace of the moya is in Bahuru near Jaynagar.
Sri Krishna Mistanna Bhandar is the oldest moya shop in Joynagar
Joynagar Moya Nirmankari Society (JMNS) has only about a dozen moya producers preparing the original moya
Moya to get patent label
Good news is in store for the genuine moya makers in Jaynagar. Like the Darjeeling tea, Kanjeevaram saris, Kolhapuri chappals, Kashmiri shawls, Jaynagarer moya is all set to get the Geographical Indication (GI) product patent.
The logo of the sweet has already been approved by the Geneva-based World Intellectual Property Organisation (WIPO).
Jaynagar Moya Nirmankari Society (JMNS) will send samples after January next year to Chennai, where WIPO’s India office is located.
Fake moya have flooded the market; these are made of poor quality Khoi and use synthetic flavor instead of the nolen gur. The common people are falling prey and buying these spurious sweets and are thus deprived of the original taste and flavor of the moya.
The GI patent will hopefully curb these activities and the genuine manufacturers will benefit.
Moreover, the patent will help take Bengal take one step closer in establishing itself as a brand all the world over.
It's great news that this unique product is at last going to get a patent. This would improve the lot of the not-so-well-off sweet-makers financially. Seeing the picture only makes me crave more for the sweet. Just waiting for winter to come so that I can have my favourite sweets once again.
One of my favourite sweets, and you can't get them outside the state. That's something for me to feel proud about.
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