The Indian postal department, in association with the Agriculture and Processed Food Products Export Development Authority, has released a specially designed envelope in recognition of Joynagorer Moa, a centuryold sweet delicacy that had received a GI (Geographical Indication) tag in 2015.

The unique delicacy from Joynagar of South 24Parganas district is prepared from popped rice of ‘Kanakchura’ the variety that is held together with fresh date palm jaggery, ghee, khoa kheer, honey and cashew nuts. The objective behind the release of the envelope is to boost the export of the indigenous food items, APEDA authorities said.

The envelope was launched on Wednesday at Baruipur head post office by the postmaster general of the south presidency division, Neeraj Kumar. “Our aim is to make the world aware of this unique sweet item,” he said.

Sources in Joynagar have claimed that there are 26 authorised Moa makers, which traced its origin to 1904 in the hand of one Ashutosh Das. The members of the Joynagar Moa Nirmankari Society, whose contribution is recognised for their tireless initiative for Moa’s GI tagging, have welcomed the joint effort of the postal department and the APEDA.

“It is a matter of great pride for us,” the organisation’s secretary Ashok Kumar Kayal said. Postal authorities said 1,000 copies of the specially designed envelope priced Rs 20 each had been printed so far. The copies will be sent to all major post offices of Delhi and Calcutta as well as to the Philatelic Museum.