ITC Ltd.’s Sunrise Spices has launched Sunrise Til Chicken Masala in Assam, introducing what the company describes as a first-of-its-kind spice blend designed to simplify the preparation of the state’s popular festive dish, Til Chicken, while preserving its authentic regional taste.
The new product is part of Sunrise’s strategy to develop region-focused spice blends tailored to local culinary traditions. Known for Assam-specific offerings such as Haah Salkumra (Duck Curry with Ashgourd) masala and other traditional meat blends, the brand said the latest launch reflects its continued emphasis on regional consumer insights and local food heritage.
Til Chicken, a winter favourite in Assamese households, traditionally requires time-intensive processes such as sun-drying, roasting and grinding sesame seeds. The ready-to-use masala, made with pre-roasted black til and a curated blend of spices, aims to deliver the dish’s signature nutty flavour, smoky aroma and thick dark gravy while offering convenience for modern kitchens.
Piyush Mishra, Business Head, Sunrise Spices, ITC Ltd., said the product seeks to “honour and preserve rich culinary practices while fitting seamlessly into modern lifestyles.”
In Guwahati, retailers expect strong demand as the affordable Rs. 20 (18g pack) pricing and the popularity of traditional convenience products continue to drive growth in the city’s packaged spice segment. The product is now available across retail outlets in Guwahati.