Sunrise Pure Masala, part of ITC Ltd., organised its flagship Shuddhotsav initiative during the Ambubachi Mela 2026 at the Kamakhya Temple in Guwahati, serving thousands of devotees through a community outreach programme held from June 21 to 26.
As part of the six-day initiative, the brand served freshly prepared khichdi to more than 500 devotees every day and engaged with over 3,000 visitors at the festival venue. The programme combined community service with consumer engagement activities, reinforcing the brand’s presence among devotees attending one of Northeast India’s largest and most revered religious gatherings.
Commenting on the initiative, Piyush Mishra, Business Head, Spices, ITC Ltd., said the company believes strong relationships are built through shared experiences with consumers. He said Shuddhotsav provided an opportunity to serve devotees with humility while celebrating traditions that are deeply rooted in the region’s cultural heritage, adding that the initiative strengthened the brand’s bond with consumers through meaningful acts of service and community engagement.
According to the company, the initiative reflects Sunrise Pure’s continued focus on participating in cultural events that resonate with consumers while promoting values of faith, service and community. Sunrise Pure Masalas, acquired by ITC Ltd. in 2020, has a legacy of more than 100 years and maintains a strong presence across Eastern and Northeast India through its range of basic, blended and whole spices.