Sunrise Spices, a part of ITC Ltd., strengthened its regional engagement strategy during Rongali Bihu with a four-day cultural initiative, ‘Kristir Milan Setu – Bridge of Cultural Unity’. Held from April 14 to April 17, the event highlighted Assam’s tribal heritage while reinforcing the brand’s positioning in the state’s culturally driven consumer market.
The programme served as a platform to showcase traditional dance forms including Assamese, Bodo, Karbi, Rabha and Mising. With participation from 56 performing groups across Assam, the event reflected strong community involvement and cultural resonance. Each performance was evaluated on authenticity, coordination, expression and stage presence, ensuring a structured and competitive format.
The event concluded with a felicitation ceremony attended by Assamese actor Ravi Sarma, with one winner selected from each dance category. The final day featured a Barabarani performance by the Tezpuriya Thespian Dance Group, adding to the overall audience engagement.
Commenting on the initiative, Business Head Piyush Mishra said the platform aligns with Sunrise Spices’ focus on preserving heritage recipes and celebrating regional traditions while strengthening consumer connect.
