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ITC’s Sunrise Pure has announced the launch of Aajker Annapurna - Season 3, a culinary extravaganza that will be broadcasted on OTT platform - Zee5.

Aajker Annapurna returns to rekindle the culinary passion and entrepreneurial aspirations of women in West Bengal.

The campaign centered around Sunrise Pure's dedication to fostering entrepreneurial ambitions of women looking to establish culinary ventures, introduces a fresh element to the initiative.

This year the brand anticipates over 20,000+ entries from all over West Bengal.  Further to encourage participation, this year the registration process has been simplified with the help of a WhatsApp chatbot. The chatbot provides culinary enthusiasts with 900+ customised recipes. Participants are to use these recipes, prepare the dish and share pictures of their creations. In addition to this, with each prepared dish submission, participants will have the opportunity to earn Sunrise coins, a higher number of coins will increase their chance to qualify for the second round.

Participants can register by sending a text ‘Hi’ on ‘9433566414’, follow directions by the bot and submit their dishes for participating in Aajker Annapurna Season 3. Participants will earn ‘one’ sunrise coin per valid dish. Participants are required to earn as many coins as possible by the deadline to increase their chances of making it to the next round. The last date for submitting your entries is November 22, 2023.

Piyush Mishra, Business Head, Sunrise, ITC, said, “We are delighted to bring back Aajker Annapurna Season 3. The previous seasons' achievements underscore Sunrise Pure's dedicated support for empowering women in West Bengal, helping them turn their culinary talents into flourishing enterprises. This upcoming season is poised to deliver an even more magnificent culinary experience. The incredible feedback we've received thus far has been truly heartwarming, and we eagerly anticipate another year of success.”