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Sunrise Spices launches Champaran Mutton Masala for Holi
New Rs 20 blend brings Bihar’s iconic dish to kitchens across state and Jharkhand.
MUMBAI: Sunrise Spices just turned up the heat for Holi because nothing says “festival of colours” like a handi of slow-cooked mutton stealing the show. ITC Ltd.’s Sunrise Spices unveiled Champaran Mutton Masala at a lively pre-Holi celebration in Patna, paying tribute to Bihar’s signature slow-cooked mutton dish that’s as essential to the festival as gulal and gujiya. The new spice blend, priced at Rs 20, is crafted to deliver the authentic flavour profile of Champaran mutton eliminating guesswork while keeping the rich, earthy taste intact for home cooks.
The launch event transformed the venue into a traditional Bihari courtyard with earthy mud tones, wooden textures, and community-style seating. At the centre stood the symbolic “Holi Ki Handi,” a live, sealed slow-cooking demonstration using the new masala. Guests watched the process from spice mixing to dough-sealed cooking, then savoured the freshly unveiled dish in a communal feast.
ITC Ltd. business head for Sunrise Spices Piyush Mishra said, “At ITC Sunrise Spices, we believe food is deeply woven into cultural celebrations. Launching Champaran Mutton Masala amid a vibrant Holi celebration allowed us to showcase not just the product, but the emotion and tradition it represents.”
The celebration also featured spice-led activities, a hands-on handi-sealing ritual, and a cultural corner where guests shared Holi food memories. The evening wrapped with the community feast hot mutton straight from the handi, traces of gulal still on smiling faces capturing the warm, togetherness-filled spirit of a Bihari Holi.
Now available across key retail outlets in Bihar and Jharkhand, the launch positions Sunrise as a champion of regional cuisines made accessible for modern kitchens. In a season of colour and feasting, Sunrise isn’t just selling masala, it’s serving up a taste of home, one fragrant handi at a time.
