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Sweet indulgence

  • Published at 03:10 pm August 19th, 2020
At_August, 2020_Root

Root – an online delivery shop of traditional sweets

If you have, at least for once, visited your hometown, then you must have experienced the spellbinding rural life. The mustard fields, the summer splash, the gleaming greenery, the warmth of bonfires during winter, the swimming lessons on the pond with empty coconuts, the family gatherings -- all these unfold the memories we create in our hometowns. What makes these memories more spectacular is the idea of sharing the joyous moments. Now, the question comes, how do we Bengalis do it? The best way we do it is by distributing our hometown’s traditional delicacies.

Each hometown has its own delicacies that are tied with so many stories and pride. These stories go hand in hand, reminding us of our roots. Although it’s true that we are shifting towards a more industrial livelihood, and that we are still able to hold on to these moments. However, the cause of the noble virus now suggests fewer possibilities of experiencing those pleasant moments anytime soon. All these may also result in not getting to travel to those rural parts, reminding us of who we are, and experiencing the taste of the traditional food items. In a few years, there is a chance that these tastes and stories might be forgotten. 

In hopes of preserving the traditional taste and stories-- Ayesha Fariha partnered with her husband Sifat Mosaddek Bhuiyan, to initiative a dessert delivery venture. Their aim is to familiarize the people of the cities with the hometown's roots and cultures. After receiving much overwhelming response from the tasters, the couple finally agreed to open their business full swing online. By the name 'Root' in the second week of June, the traditional sweets became ready to be easily accessed by all.  

Currently serving traditional sweets from Tangail only, the couple is slowly aiming to expand the business and introduce all the renowned traditional offerings (both desserts and other products) from different districts of Bangladesh. Reflecting on the core intention the couple opted for the name and tagline that Ayesha's father Mohammad Obaidul Areef suggested, which is, Root - A taste of tradition.

For the authentic taste of Tangail delicacies, the sweets are directly collected from the original Porabarir Chomchom makers who have been producing these delicacies for decades now. Undoubtedly their Tangail's chomchom, which is renowned all over Bangladesh, has been one of the best sellers of their venture. Other than this they also deliver Mishti Doi, Roshmalai, Roshogolla, and pure ghee produced in Tangail. They even plan on bringing Tangail's other variations such as shondesh, amirti, pantoa, paera shondesh, malaikari, khirmohon and malai.

Due to the pandemic, Root is delivering to Dhaka only, on the basis of pre-orders. The pandemic may slow down their aim of expanding the business and delivering outside the city, however, they ensure that the clients ordering the items are receiving it on their doorstep with much safety measures. To them, the health and wellbeing of their customers are of the utmost importance.

Tangail is Ayesha’s hometown where she and her family grew up. Fast forward to the couple’s day of the marriage ceremony -- Tangail’s chomchom and doi gained much praise. The taste became a sweet reminder of their ceremony to everyone. That is the day that they realized that Tangail’s sweet treasures were the best option to start the venture with.

Being the kind of person who prefers sweets with a moderate amount of sweetness, it’s safe to say that my teeth hurt every time my friends from Tangail mention anything about mishti. Trying Root’s chomchom and roshmalai, I could taste the explosion of sweetness in my mouth. If you’ve ever tried Tangail’s famous chomchoms then you’re sure to experience the exact same taste from Root. Their chomchom has the right proportion of ooziness. As for roshmalai, unlike other ones that have a very thin consistency and don’t help to taste the texture of roshgolla -- theirs have the perfect consistency of milk and thickness.  

To place your order, follow them on Facebook: https://www.facebook.com/root.tasteoftradition/?ref=br_rs

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