ITC Ltd.’s Sunrise Spices has launched Sunrise Fish Narasingha Pat Masala in Assam, aiming to simplify the preparation of the traditional Assamese fish dish while retaining its distinctive regional flavour and aroma. Fish Narasingha Pat, widely enjoyed in Assamese households, is traditionally prepared using fresh Narasingha leaves, which are ground and combined with spices. The process can be time-consuming and may result in variations in taste and consistency, while the limited availability and shelf life of fresh leaves can add to the challenge.
According to the company, the new masala combines the signature aroma, vibrant green colour and earthy flavour associated with the traditional recipe, allowing consumers to prepare the dish more conveniently at home without the need to source and grind fresh Narasingha leaves. Piyush Mishra, Business Head, Sunrise Spices, Foods Division, ITC Ltd, said the launch aims to honour and preserve Assam’s culinary traditions while offering a ready-to-use product suited to modern lifestyles. The launch expands Sunrise Spices’ region-focused portfolio, which includes Assam-specific offerings such as Duck Curry with Ashgourd Masala (HaahSalkumra) and traditional meat masalas. Sunrise Fish Narasingha Pat Masala will be available across retail stores in Assam at Rs 10 for a 13g pack.