~The four-day celebration took place between April 14-17 at Latashil Ground~
~ Actress Barsha Rani Bishaya, MasterChef Nayanjyoti Saikia, and influencers enhanced the
cultural event with their presence ~
~Highlighted traditional pitha-making, local culinary talent and Assamese flavours through
immersive food experiences~
Fortune Foods, the flagship brand of AWL Agri Business Limited (formerly Adani Wilmar
Ltd.), celebrated Bihu with a vibrant food-led cultural celebration, spread across four days,
in Guwahati. Celebrated between April 14 and April 17, the event brought the spirit of the
Assamese New Year to life by bringing together food, culture and community at Latasil
Ground. Renowned Assamese actress Barsha Rani Bishaya graced the occasion,
strengthening the cultural connect with her presence while engaging audiences through
special interaction sessions.
MasterChef India 2023 winner, Nayanjyoti Saikia, added to the experience by conducting a
live cooking masterclass of popular Assamese recipes and demonstrating how quality
ingredients can elevate everyday meals.
This Rongali Bihu, Fortune Foods further elevated the celebration through its specially
curated Fortune Foods Zone, designed as one of the most immersive food experiences at
the venue. The zone transformed into a live Assamese kitchen where nine female cooks
prepared two varieties of pitha over the four days using Fortune products. Over the four
days, visitors had the opportunity to taste 16 different Assamese delicacies, including pithas,
larus and festive snacks.
Commenting on the Bihu initiative by Fortune Foods, Mukesh Mishra, Joint President, Sales
& Marketing, AWL Agri Business Limited said, “Food is at the heart of India’s festivals and
Fortune Foods, as the country’s largest staples brand, has always been part of kitchens
nationwide – from everyday meals to festive feasts. ‘Bihu’ reflects Assam’s rich cultural
heritage, and through our presence here, we aimed to celebrate the role of home cooked
meals during these cherished moments. Through the Fortune Foods Zone, we also aimed to
create an experience that invites people to actively participate in these traditions.”
In a special initiative to celebrate inclusivity and community bonding, Fortune Foods
collaborated with Gana Sarathi Old Age Home to bring 20 senior citizens to the Fortune
Foods Zone on April 15. The senior citizens participated in the celebrations and experienced
the festivities alongside Barsha Rani Bishaya, adding a meaningful layer of warmth and
togetherness to the event.
Unlike a regular food stall, the Fortune Foods Zone was designed as a participative live
kitchen. Women visiting the zone were not only able to taste the dishes but also step into
the cooking stations and participate in preparing Assamese delicacies alongside the cooks.
Adding further engagement, the zone featured interactive cooking competitions where
participants took part in fun challenges such as making a perfectly round roti in 30 seconds
or frying a pitha within a limited time. Winners received instant gifts, enhancing the festive
spirit.
At the heart of the celebration was a 30 ft x 20 ft branded stall designed to attract and
engage visitors, capturing the essence of Bihu where food plays a central role in festivities.
The venue featured strong branding elements, including the installation of three I-pillars and
two entry gates, ensuring high visibility and a memorable on-ground presence and
experience throughout the four-day celebration.
Through its participation in Bihu 2026, Fortune Foods continues to strengthen its association
with regional celebrations, reinforcing its presence in Indian kitchens and its connection
with diverse cultural traditions across the country.