ITC Ltd.’s Sunrise Spices has launched ‘The Lost Recipe’ initiative in Assam, positioning it as a heritage-led culinary platform aimed at reviving India’s forgotten dishes while strengthening its regional brand presence. The competition, held in Guwahati on February 22, saw participation from over 100 home cooks and food enthusiasts who shared traditional recipes along with personal stories and cultural context.
Conceptualised by Only Chef – The School of Culinary Arts, the initiative encouraged revival of age-old techniques such as slow cooking, smoking and layered spice blending under the theme ‘Old is Gold’. Dishes were evaluated by a jury led by noted Assamese chef Atul Lahkar. Among 36 finalists, Nilakhi Duarah won for Magur with Dry Bamboo Shoot, while Mrigakshi Das and Borsha Bhorali were named runners-up. Winners received chef jackets, designer aprons, trophies, framed certificates, a feature in the commemorative book, a three-month certificate course and ITC Sunrise gift hampers. Piyush Mishra, Business Head, Sunrise Spices, said the initiative reflects the brand’s commitment to preserving regional culinary traditions and celebrating North East India’s shared gastronomic heritage.
In Guwahati, heritage-focused campaigns are positively impacting sales of blended and whole spices. Traders noted steady demand for products such as Sunrise Raj Shahi Garam Masala and Whole Panch Phoran, as consumers increasingly seek authentic flavours rooted in traditional recipes.
