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ITC Sunrise Spices launches Champaran Mutton Masala, celebrating Bihar’s rich tradition
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Monday, 02 March, 2026, 13 : 00 PM [IST]
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Our Bureau, Bengaluru
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ITC Ltd's Sunrise Spices launched its latest offering, Champaran Mutton Masala, a region-specific spice blend inspired by Bihar’s iconic culinary pride - Champaran Mutton. This is in sync with celebrating the vibrant spirit of Holi in Bihar.
The new masala has been curated to bring together the precise blend of spices required for the dish, eliminating guesswork while ensuring a consistently delightful flavour. The blend offers consumers easy cooking without compromising on taste, helping them stay connected to their roots and recreate the true flavour of Champaran Mutton with confidence in their own kitchens.
Launched at a pre-Holi celebration in Patna, the unveiling paid tribute to Bihar’s tradition where Holi is incomplete without the aroma of slow-cooked Champaran mutton sealed in a handi. Bringing this cultural ritual to life, Sunrise hosted a community-style Holi celebration inspired by a traditional Bihari courtyard, earthy mud tones, wooden textures, community-style seating and so on.
At the heart of the celebration stood the symbolic “Holi Ki Handi”. Prepared live using Sunrise Champaran Mutton Masala, the mutton was slow-cooked in a traditional sealed handi, allowing guests to witness the delightful cooking process, from mixing the masala to sealing the pot with dough, and finally unveiling the richly aromatic dish.
Piyush Mishra, business head, Sunrise Spices, ITC Ltd., said: “We believe food is deeply woven into cultural celebrations. With the launch of Sunrise Champaran Mutton Masala, we wanted to honour a dish that is a signature dish of Bihar. Launching it amid a vibrant Holi celebration allowed us to showcase not just the product, but the emotion and tradition it represents. Sunrise Champaran Masala is a precise blend of spices, meticulously crafted with inspiration from the region’s rich culinary traditions and time-honoured recipe, making it easier for today’s consumers to enjoy rich flavours while staying connected to their roots.”
Beyond the central cooking experience, the celebration also featured engaging spice-led activities, a hands-on handi-sealing ritual, and a specially curated cultural corner where guests shared cherished Holi food memories. The evening culminated in a community-style feast, where guests gathered to savour the freshly prepared Champaran Mutton. Served hot from the handi, with traces of gulal still visible, the moment captured the true spirit of a Bihari Holi - colourful, warm, and rooted in togetherness.
With this launch, Sunrise Spices reinforces its commitment to celebrating India’s rich regional cuisines while making them accessible for modern consumers. Sunrise Champaran Mutton Masala priced at Rs. 20 is now available across key retail outlets in Bihar and Jharkhand markets.
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