ITC Sunrise Spices rolls out Swaad Bihar Ka range

Hyderabad: ITC Ltd.'s Sunrise Spices, a spice brand in East India, launched 'Swaad Bihar Ka,' an exclusive range of spices.

These spices come in a unique limited-edition pack featuring Madhubani artwork that was originally hand-drawn by local Madhubani artists. With a deep-rooted commitment to celebrate the essence of the state, with this launch the brand aims to offer not just delectable flavours but also a glimpse into the rich cultural heritage and artistry of Bihar through its products.

Backed with research of 2.5 years and basis consumer feedback of over 1000 homemakers, these spices have been tastefully developed to bring alive the flavours of local dishes and nuanced traditional recipes that resonates with the consumers of Bihar. Some of the spices include, Sunrise Rajshahi Garam Masala, Sunrise Kitchen King Masala, Sunrise Meat Masala, and Sunrise Chicken Masala, in the blended spices range and basic spices such as Sunrise Red Chilli Powder, Sunrise Turmeric Powder etc.

The distinctive combination of carefully selected spices is meticulously blended, ensuring a perfect harmony of flavours. This not only saves consumers precious time and provides convenience, but also ensures effortless preparation of their favorite dishes. Hence, this range beautifully complements the rich culinary heritage of Bihar.

To take consumer experience a notch higher, each pack of these spices showcases unique Madhubani painting which is deeply rooted into Bihar’s culture. Sunrise Spices collaborated with four exceptionally talented Madhubani artists renowned for their intricate artwork. The revered artists have created captivating food-themed paintings that represent the exquisite fusion of flavours and artistic expression of Bihar. The packs also come with a unique QR through which consumers can delve into the artistic process and gain deeper insights into the remarkable fusion of food and art represented by 'Swaad Bihar Ka.'

Piyush Mishra, Business Head, ITC Spices, said: "Swaad Bihar Ka' holds a special place in our hearts, and we take immense pride in being one of the few brands to have developed a wide array of products exclusively tailored for the state of Bihar. This new range represents ITC's eternal association with Bihar and how our brand, Sunrise Spices, proudly celebrates the state's cultural heritage, showcasing authentic flavours deeply rooted in their traditions". 

With decades of experience in working with spices, we are committed to promoting Bihar's rich history and culinary treasures through our range of spices. Our aim is to honor the powerful connection between food and heritage, allowing our consumers to not only experience the flavors but also the stories that make Bihar truly special. We are thrilled to invite the people of Bihar on a flavorful journey, as we salute the essence and soul of Bihar through our new offerings. We look forward to delighting our valued customers with the true flavors of Bihar and creating unforgettable culinary experiences, he added.

At the core of 'Swaad Bihar Ka' is an unwavering commitment to delighting the discerning palates of Bihar's consumers. Meticulously crafted, these spices take inspiration from the region's culinary traditions and recipes. Each product, from the alluring aromas of the meat blend to the versatile flavours of Kitchen King, is thoughtfully designed to cater to the distinct tastes of Bihar's people and recreate the authentic flavours of the region's iconic cuisines. Sunrise Spices ensures that the high-quality raw materials are carefully sourced, and undergo stringent testing and quality control processes to maintain consistent consumer experience.

ITC Sunrise Pure

ITC Sunrise Spices is one of the fastest growing spice brands in Eastern India. Sunrise Spices has been enhancing the taste of meals with its high-quality spices, including the Sunrise Chicken masala, Sunrise Turmeric Powder, Sunrise Whole Panch Phoran among others. The spices are manufactured at state-of-the-art facilities spread across the country. Today the brand has a variety of products under the categories of Basic Spices, Blended Spices, Whole Spices and Papads. Available across retail outlets, the brand is also available digitally through leading E-commerce websites