ITC Ltd’s Sunrise Spices has introduced Champaran Mutton Masala, a region-specific spice blend inspired by Bihar’s iconic Champaran Mutton, aligning the launch with the festive spirit of Holi in the state.
The new offering has been crafted to deliver the precise blend of spices traditionally used in preparing Champaran Mutton, a slow-cooked delicacy known for its rich aroma and distinctive flavour. The masala aims to simplify the cooking process by eliminating guesswork while ensuring authenticity and consistency in taste, enabling consumers to recreate the traditional dish in their home kitchens.
The product was unveiled at a pre-Holi celebration in Patna, where the brand curated an immersive experience reflecting Bihar’s cultural traditions. Holi in the region is often associated with the preparation of slow-cooked mutton sealed in a handi, and the event paid homage to this culinary ritual.
As part of the celebration, Sunrise Spices recreated a traditional Bihari courtyard setting with earthy mud tones, wooden décor elements and community-style seating arrangements. The highlight of the event was the symbolic “Holi Ki Handi”, where Champaran Mutton was prepared live using the newly launched masala. Guests witnessed the entire process — from mixing the spice blend and marinating the meat to sealing the handi with dough and unveiling the finished dish.
Piyush Mishra, Business Head, Sunrise Spices, ITC Ltd, said that food plays an integral role in cultural celebrations. He noted that the launch of Champaran Mutton Masala was intended to honor one of Bihar’s signature dishes while making it easier for modern consumers to prepare it without compromising on authenticity. The blend, he added, draws inspiration from the region’s time-honored culinary traditions.
The event also featured interactive, spice-led activities, including a hands-on handi-sealing ritual and a cultural corner where guests shared personal memories of Holi celebrations centered around food. The evening concluded with a community-style feast, where attendees sampled the freshly prepared Champaran Mutton served directly from the handi, capturing the festive and communal essence of a traditional Bihari Holi.
With this launch, Sunrise Spices seeks to strengthen its regional portfolio by celebrating India’s diverse culinary heritage while catering to evolving consumer preferences for convenience. The Sunrise Champaran Mutton Masala is priced at Rs. 20 and is now available across key retail outlets in Bihar and Jharkhand.