ITC Ltd.’s Sunrise Spices has announced the launch of Sunrise Fish Narasingha Pat Masala in Assam, expanding its region-focused product portfolio and strengthening its focus on local culinary traditions.
Fish Narasingha Pat is a popular preparation across Assamese households, known for its distinctive flavour and aroma derived from Narasingha leaves. The traditional preparation requires sourcing fresh leaves, grinding them and carefully balancing spices, making the process time-intensive. The limited availability and shelf life of fresh leaves can also create challenges for consumers and lead to variations in taste and consistency.
The newly launched masala has been developed as a convenient, ready-to-use blend that brings together the signature aroma, vibrant green colour and earthy flavour associated with the traditional recipe. The product is intended to help consumers recreate the dish at home more conveniently while retaining its distinctive regional character.
Piyush Mishra, Business Head, Sunrise Spices, Foods Division, ITC Ltd, said the launch reflects the company’s aim to honour, preserve and build on Assam’s rich culinary traditions while offering products suited to modern lifestyles.
The launch adds to Sunrise’s Assam-specific portfolio, which includes 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.
Sunrise Spices launches Fish Narasingha Pat Masala to strengthen Assam-focused portfolio
