Sunrise Spices, part of ITC Ltd., has leveraged Rongali Bihu to deepen its market penetration in Assam through its four-day cultural initiative, ‘Kristir Milan Setu – Bridge of Cultural Unity’, held from April 14 to April 17. The event reflects a strategic blend of cultural investment and brand positioning in a region where consumer behaviour is closely tied to tradition and community identity.
The initiative showcased Assam’s tribal diversity through performances of Assamese, Bodo, Karbi, Rabha and Mising dance forms, with participation from 56 groups across the state. Designed as a cultural union, the programme created an immersive engagement platform, reinforcing brand recall through experiential marketing. Performances were evaluated on authenticity, coordination, expression and stage presence, ensuring a structured and competitive showcase.
The event concluded with a felicitation ceremony attended by Assamese actor Ravi Sarma, alongside a Barabarani performance by the Tezpuriya Thespian Dance Group. Sunrise Spices Business Head Piyush Mishra said the initiative aligns with the company’s focus on preserving heritage recipes while strengthening regional consumer connect.
