Sunrise Pure deepens Northeast play with Meghalaya cultural initiative
ITC Ltd.’s Sunrise Pure is sharpening its focus on the Northeast market, leveraging culture-led consumer engagement as it seeks to strengthen brand visibility and expand its footprint across the region. The company marked World Music Day with 'KaRympei Ki Sur', a large-scale cultural event held at Police Bazaar, Shillong, where it also announced Ms. Stella Rica Khongsni as the Brand Ambassador for Sunrise Pure in the Northeast.
The event, named after the Khasi word 'Rympei'—the traditional hearth at the centre of family life—brought together music, community and brand engagement. Attendees included Frederick Roy Kharkongor, Commissioner & Secretary, Arts & Culture; D.B.S. Mukhim, Assistant Commissioner, Food Safety; B. Rani, Director, Agriculture & Horticulture; and officia...










