The startup contest spotlighted 15 exceptional women, with four emerging as winners, each receiving a cash prize

ITC Ltd.'s Sunrise Pure Spices successfully wrapped up the spectacular grand finale of the 'Sunrise Agragamini' show, marking a pioneering effort to honour and uplift women entrepreneurs in Assam. The exhilarating 3-episode show held from March 8th to 10th aired on Assam's prime channel, Pratidin, showcased the entrepreneurial brilliance of 15 exceptional women, who competed with spirit and were judged by a distinguished panel of experts.

Earlier in December 2023, Sunrise Pure Spices, in collaboration with Assam Startup Cell and AIIDC (Assam Industrial Infrastructure Development Corporation), announced the launch of the campaign 'Sunrise Agragamini' through an inspirational video series celebrating the remarkable journeys of 10 women entrepreneurs in Assam. These trailblazing women, recognised for their resilience and commitment, have not only carved a niche for themselves but have also made significant contributions to livelihoods. The startup challenge was an extension of the campaign, inviting budding entrepreneurs to join the journey of inspiration and recognition within the vibrant entrepreneurial landscape of the region.

Out of the impressive pool of entries, four exceptional entrepreneurs emerged victorious: Utkarsha Bora, Co-Founder of Frint.in, a platform connecting users with companies for internships and freelancing opportunities; Aditi Gohain Phukan, one of the newest and most talented winemakers in town; Ratimabha Adhyapak, Founder of My Bake Story, a bakery specialising in eggless, homemade, and fresh delights and Sephalika Seal, Founder of Taant Fashion Designer, which specialises in traditional cotton attire. Each episode winner also secured a coveted cash prize of up to INR 1 lakh.

Mr. Piyush Mishra, Business Head, Sunrise Pure Spices said, "Heartfelt congratulations to the top winners, whose success stories will inspire and motivate aspiring women entrepreneurs not only across Assam but across India. The Sunrise Agragamini campaign is a transformative initiative that paves the way for turning aspirations into reality. Witnessing the innovation and passion behind each entrepreneurial idea has been a true testament to the unique value which women bring to business. This campaign is a celebration of women and our commitment to recognizing the vital role they can play in the business world."

The grand finale was a riveting showcase of talent and determination, featuring a unique format where 5 outstanding participants competed in each of the three episodes and presented their entrepreneurial ideas to a distinguished panel of judges. The panel included prominent figures including Rishi Baruah -MD, Pratidin Media Network, Subir Ghosh - MD, Annapurna Group, Atreyee Borooah Thekedath - Founder, Web.Com (India), Maitrayee Oja - Master Baker Patisserie Operaa cafe's and founder of Patisserie Operaa Cafe's and Nandini Borkakati - Fashion Designer, Founder of PAGE 3 Boutique.

Furthermore, the inspirational stories of the 10 leading Aagraminis are now live on Sunrise Pure Spices's YouTube channel. From startups to well-established businesses, the series offers a comprehensive view of the various ways in which women are influencing and shaping Assam's entrepreneurial landscape.

About ITC Sunrise Pure Spices

ITC Sunrise Spices is one of the fastest growing spice brands in Assam. Sunrise Spices has been enhancing the taste of meals with its high-quality spices, including the Sunrise Shahi Garam Masala, Sunrise Chicken masala, Haah Salkumara Masala, Turmeric among others. The spices are manufactured at state-of-the-art facilities spread across the country. Today, the brand has a variety of products under the categories of Basic Spices, Blended Spices, Whole Spices and Papads. Available in retail outlets in Assam, the brand is also available digitally through leading E-commerce websites like ITC e-Store, Flipkart and BigBasket.