To encourage and support cooking enthusiasts in West Bengal, ITC Limited’s Sunrise Pure, the market leader in the spices category in West Bengal, concluded its campaign Aajker Annapurna. It was an endeavor by Sunrise Pure to empower the dreams of women who wish to create their own identity in the culinary world.
Starting 11 September 2021, the contest invited participation via on-ground activations throughout Kolkata, appealing to women who want to open their own food business. The shortlisted women were given professional training in Finance, Social Media Management, Cooking and Plating, and on how to run a restaurant. The women were also given a professional setup to record their own YouTube recipe videos which were uploaded on Sunrise Pure’s social media pages. The finale was a cook-off between the top 10 finalists with the judges’ Chef Sushanta Sengupta and Ms. Aparajita Auddy declaring Ms. Shahla Ahmed as the winner of the contest. Apart from the cash prize of Rs. 1.5 Lacs, Sunrise Pure also revamped Ms. Shahla’s eatery ‘Sabrosa’ with new merchandise and helped register her eatery with food delivery apps to further expand its customer base.
For over a century, Sunrise Pure has been enhancing the taste of meals in Bengali households with its superior quality spices, including the quintessential Mustard Powder, Shorshe Posto, Shukto, and Shahi Garam Masala.
