ITC’s Sunrise Spices, known for its commitment to preserving culinary authenticity and cultural resonance, has continued its journey of celebrating local food traditions with the launch of “Xipa Bisari: A Back to Roots Series.” Launched on April 16th at the Chandmari Bihu Xonmilon pandal in Guwahati, the event witnessed an enthusiastic crowd and was graced by Mr. Rahul Das, Chief, Directorate of Cultural Affairs, Government of Assam, along with the host of the series, celebrated Assamese chef and culinary revivalist Atul Lahkar.
As a brand deeply embedded in the ethos of Eastern India, Sunrise Spices has consistently celebrated regional traditions, heritage recipes, and local flavours. This culinary series is a natural extension of this philosophy—curated to rediscover Assam’s culinary past and preserve it for future generations.
Speaking about the initiative, Mr. Piyush Mishra, Business Head, Spices, ITC Ltd., said, “Sunrise, our ethos has always been rooted in authenticity, cultural pride, and celebrating the culinary richness of every region we serve.” Chef Atul Lahkar, “This collaboration is more than just about food, it’s a tribute to our elders, to our stories, and to the sustainable way of living embedded in Assamese culture.”
