ITC Ltd.’s Sunrise Spices, a leading spice brand in eastern India, has launched Sunrise Til Chicken Masala in Assam, introducing a first-to-market spice blend aimed at simplifying the preparation of the region’s popular traditional dish, Til Chicken. The ready-to-use masala is designed to preserve the authentic regional taste while offering convenience for modern households.
The launch strengthens Sunrise’s region-focused portfolio, which already includes Assam-specific spice blends such as Haah Salkumra (Duck Curry with Ashgourd) masala and other traditional meat masalas developed using local consumer insights. Til Chicken, a winter favourite widely served during family meals and festive occasions, typically involves a time-consuming preparation process requiring sun-drying, roasting and grinding sesame seeds. Made using pre-roasted black til and a curated blend of spices, the new masala aims to deliver the dish’s signature nutty flavour, smoky aroma and thick blackish gravy with consistent taste and freshness.
Commenting on the launch, Piyush Mishra, Business Head, Sunrise Spices, ITC Ltd., said the product seeks to preserve Assamese culinary traditions while making the cooking process simpler and more accessible. The brand has also introduced a WhatsApp-based chatbot experience that allows consumers to create personalised avatars with a Til Chicken thali, adding an interactive engagement layer.
In Guwahati, retailers expect steady traction driven by rising demand for convenient regional spice mixes. Priced at Rs. 20 for an 18g pack, Sunrise Til Chicken Masala is now available across retail stores in Guwahati.
