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Tag: Swaad Bihar Ka

  • Sunrise Spices celebrates Chhath Puja with a heart-warming regional music video

    Sunrise Spices celebrates Chhath Puja with a heart-warming regional music video

    Mumbai: ITC Ltd.’s Sunrise Spices, a spices brand in East India, recently, launched a unique range of spices “Swaad Bihar Ka” where the packs adorned exquisite  Madhubani paintings created by four local artists. The initiative was aimed to provide a platform to these talented women who used art to beautifully capture the culture of Bihar.  In continuation to the brand efforts to bring forward Bihar’s rich culture and to delight consumers during the festive days of Chhath, Sunrise released a heart-warming music video to celebrate the spirit of homecoming during the Mahaparv, continuing its journey to showcase “Swaad Bihar ka”.

    Sung by talented Bihari artists Shubhra Mishra, Nishita Jha, Saloni Bhardwaj and Shruti, the video captures a heartfelt appeal from a mother to her son, urging him to return to his home for the Chhath Puja celebrations. An emotional rendition of a mother’s yearning for her son’s homecoming for the festival, this soulful song beautifully reflects the essence of the Chhath festival and the emotions of aging parents longing for their children’s presence during the festive period. It also befittingly encapsulates the rituals, traditions and strong sense of community that make Chhath Puja unique.

    Sunrise Spices business head Piyush Mishra said, “Chhath Puja is a special occasion for Biharis worldwide; it is a tapestry that binds us to our roots. Through this special music video, we aim to bring to life the essence of homecoming during this revered festival and celebrate the cultural richness that Chhath Puja brings. At Sunrise Spices, we take pride in supporting local artists and celebrating the traditions and heritage of Bihar. This music video serves as a testament to our efforts of adding flavour to festive cooking and enhancing the flavour and spirit of festivities.”

    The music video has been released across Sunrise’s digital social media platforms,

     

     

  • ITC Sunrise Spices launches limited-edition ‘Swaad Bihar Ka’ range

    ITC Sunrise Spices launches limited-edition ‘Swaad Bihar Ka’ range

    Mumbai: ITC Ltd.’s Sunrise Spices, one of the leading spice brands in East India, today launched ‘Swaad Bihar Ka,’ an exclusive range of spices. These spices come in a unique limited-edition pack featuring Madhubani artwork that was originally hand-drawn by local Madhubani artists. With a deep-rooted commitment to celebrate the essence of the state, with this launch the brand aims to offer not just delectable flavours but also a glimpse into the rich cultural heritage and artistry of Bihar through its products.  

    Backed with research of 2.5 years and basis consumer feedback of over 1000 homemakers these spices have been tastefully developed to bring alive the flavours of local dishes and nuanced traditional recipes that resonate with the consumers of Bihar.

    Some of the spices include Sunrise Rajshahi Garam Masala, Sunrise Kitchen King Masala, Sunrise Meat Masala, and Sunrise Chicken Masala, in the blended spices range and basic spices such as Sunrise Red Chilli Powder, Sunrise Turmeric Powder etc.  

    The distinctive combination of carefully selected spices is meticulously blended, ensuring a perfect harmony of flavours. This not only saves consumers precious time and provides convenience, but also ensures effortless preparation of their favourite dishes. Hence, this range beautifully complements the rich culinary heritage of Bihar. 

    To take the consumer experience a notch higher, each pack of these spices showcases a unique Madhubani painting which is deeply rooted in Bihar’s culture. Sunrise Spices collaborated with four exceptionally talented Madhubani artists renowned for their intricate artwork. The revered artists have created captivating food-themed paintings that represent the exquisite fusion of flavours and artistic expression of Bihar. The packs also come with a unique QR through which consumers can delve into the artistic process and gain deeper insights into the remarkable fusion of food and art represented by ‘Swaad Bihar Ka.’  

    ITC Spices business head Piyush Mishra said, “Swaad Bihar Ka’ holds a special place in our hearts, and we take immense pride in being one of the few brands to have developed a wide array of products exclusively tailored for the state of Bihar. This new range represents ITC’s eternal association with Bihar and how our brand, Sunrise Spices, proudly celebrates the state’s cultural heritage, showcasing authentic flavours deeply rooted in their traditions. With decades of experience in working with spices, we are committed to promoting Bihar’s rich history and culinary treasures through our range of spices. Our aim is to honour the powerful connection between food and heritage, allowing our consumers to not only experience the flavors but also the stories that make Bihar truly special. We are thrilled to invite the people of Bihar on a flavorful journey, as we salute the essence and soul of Bihar through our new offerings. We look forward to delighting our valued customers with the true flavours of Bihar and creating unforgettable culinary experiences.”  

    At the core of ‘Swaad Bihar Ka’ is an unwavering commitment to delighting the discerning palates of Bihar’s consumers. Meticulously crafted, these spices take inspiration from the region’s culinary traditions and recipes. Each product, from the alluring aromas of the meat blend to the versatile flavours of Kitchen King, is thoughtfully designed to cater to the distinct tastes of Bihar’s people and recreate the authentic flavours of the region’s iconic cuisines. Sunrise Spices ensures that high-quality raw materials are carefully sourced, and undergoes stringent testing and quality control processes to maintain a consistent consumer experience.