ITC Ltd.’s Sunrise Spices, one of the leading spice brands in eastern India, has expanded its region-focused portfolio with the launch of Sunrise Fish Narasingha Pat Masala in Assam, targeting consumers seeking greater convenience in preparing traditional regional dishes. Fish Narasingha Pat is a popular preparation in Assamese households, known for the distinctive aroma and earthy flavour imparted by Narasingha leaves. Traditionally, preparing the dish requires consumers to source fresh leaves, grind them and balance multiple spices, making the process time-intensive. Fresh leaves also have limited shelf life and may not always be readily available.
The newly launched masala is designed to address these challenges by combining the characteristic aroma, vibrant green colour and earthy flavour of the traditional recipe in a ready to-use format. The company said the product is intended to help consumers achieve greater consistency while reducing preparation time. Piyush Mishra, Business Head, Sunrise Spices, Foods Division, ITC Ltd, said the launch reflects the brand’s effort to preserve Assam’s culinary traditions while adapting them to modern lifestyles. The move builds on Sunrise’s regional strategy, which includes Assam-specific products such as Duck Curry with Ashgourd Masala (Haah Salkumra) and traditional meat masalas. Sunrise Fish Narasingha Pat Masala will be available across retail stores in Assam at Rs 10 for a 13g pack.
Sunrise Spices expands Assam portfolio with Fish Narasingha Pat Masala at Rs 10
