Brands
Sunrise spices up Bengal’s Pujo with festive stories
MUMBAI: When it comes to Durga Puja, Bengal knows how to bring the drama, devotion and dazzle, and ITC’s Sunrise Spices is adding its own flavour to the festivities. The brand has launched Sunrise Pujor Satkahon, a pan-state initiative in collaboration with over a thousand Puja committees, to celebrate not just the grandeur of Kolkata but the pulse of every para across West Bengal.
The campaign is designed to capture the soul of Pujo, blending tradition, community spirit and cultural pride into a vibrant tapestry of stories. Committees across districts are invited to submit write-ups detailing their Pujo themes, community involvement and the cultural significance of their celebrations. These stories will be judged in a three-phase process: storytelling and community votes will shortlist the top 250 entries, a pandal showcase and jury scoring will decide the top 50, and on-ground audits will identify the top five winners on Navami. The festivities will culminate in a celebrity-led Sindoor khela on Dashami, marking a colourful grand finale.
Beyond the contest, the top 250 entries will feature in a special coffee table book, immortalising the stories, rituals and artistry of pujos across the state. Sunrise Pujor Satkahon aims to preserve and highlight the diversity of Bengal’s festive heartbeat, celebrating everything from iconic urban pandals to lesser-known rural gems.
“Durga Puja is not just a festival; it is the soul of Bengal,” said Sunrise Spices business head Piyush Mishra. “Through Sunrise Pujor Satkahon, we are thrilled to honour the rich traditions of every para, celebrating the unity, creativity and cultural pride that make Bengal’s Pujo truly unique.”
With this initiative, Sunrise Spices is ensuring that every Pujo, big or small, finds its moment in the spotlight, creating a collective archive that captures the joy, devotion and artistry of one of India’s most beloved festivals. Every para, every story, every heart is invited to be part of the celebration.
Brands
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
