ITC Ltd.’s Sunrise Pure Masala has reinforced its consumer engagement strategy in Northeast India through its flagship Shuddhotsav initiative at the Ambubachi Mela 2026, leveraging one of the region’s largest religious gatherings to strengthen brand visibility and community connect.
Held at the Kamakhya Temple from June 21 to 26, the initiative saw Sunrise Pure serve freshly prepared khichdi to more than 500 devotees daily while engaging with over 3,000 visitors during the six-day festival. The company said the programme blended community service with consumer interaction, reflecting its long-term focus on deepening its presence in Eastern and Northeast India.
“At Sunrise, we believe the strongest relationships are built through the moments we share with our consumers. Through Shuddhotsav, we had the opportunity to serve devotees with humility while celebrating traditions that are integral to the region’s cultural fabric,” said Piyush Mishra, Business Head, Spices, ITC Ltd. He added that the initiative strengthened the brand’s bond with consumers through meaningful acts of service and community engagement.
Sunrise Pure said the outreach reaffirms its commitment to participating in culturally significant events that resonate with consumers. Acquired by ITC Ltd. in 2020, Sunrise Pure Masalas has a heritage of over 100 years and remains a leading spice brand across Eastern and Northeast India, offering a wide portfolio of basic, blended and whole spices through an extensive retail network.
