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 officials from the East Khasi Hills administration and MUDA.
Piyush Mishra, Business Head, Spices, ITC Ltd., said the initiative reflects Sunrise Pure’s commitment to celebrating local traditions while building deeper connections with consumers. Khongsni said the association aligns with the brand’s efforts to promote regional food culture and strengthen its presence across Meghalaya and the Northeast.
Shillong is increasingly emerging as a key consumption hub for FMCG companies in the Northeast, supported by rising urbanisation, evolving consumer preferences and growing demand for trusted branded food products. Brands that align themselves with local culture and community identities are finding stronger acceptance in the market, making Meghalaya an attractive growth destination for consumer goods companies.
The event featured performances by popular local bands Snow White and Colours, alongside Sunrise-themed contests, audience engagement activities, RJ-led promotions and digital campaigns. The initiative highlights Sunrise Pure’s broader strategy of driving business growth in the Northeast through culturally relevant consumer outreach and deeper market penetration.