Eastern Condiments celebrates the spirit of Onam with the launch of the new Onam Song
By Pinkerala News Desk | Aug 12, 2022
~Joins hands with music sensation Sithara and launches the festive anthem ‘Undo-Unde ~
Kochi, 11th August, 2022: Eastern Condiments releases its Onam anthem ‘Undo-Unde’ sung by music sensation Sithara. The song with the message of “Perfect Onam for all, All for a perfect Onam” was released in the presence of Navas Meeran, CEO, and Manoj Lalwani, CMO, Eastern Condiments Pvt. Ltd. along with popular and beloved singer Sithara.
Conceptualized by Eastern Condiments, Undo-Unde is a celebration of all that is Onam and encourages everyone to make the most out of this festive season. Sensational singer Sithara, celebrity music director Bijibal and lyricist Rafeeq Ahamed came together to create this melodious ode to Kerala’s favorite festivity. The song celebrates all the nuances of the season, from the coming together of families to dressing up to celebrate the festival, from the making of the pookalam to the most important aspect of all - the delicious Saadya. ‘Undo- Unde’ is a call to celebrate the festival in its full grandeur.
Commenting on the celebration and the song launch Navas Meeran, CEO, Eastern Condiments Pvt. Ltd. said, “There is no celebration that brings together people like Onam in Kerala. This year we wanted to give people an added impetus to celebrate this festival and conceptualized this anthem - Undo-Unde - that celebrates all the nuances of the festival. We couldn’t think of anyone better than Sithara who could bring together all the emotions that are related to this beautiful festival. Additionally, Eastern’s Perfect Onam also includes the Special festive Packaging for our key products and other various interactive activities aimed at heightening the mood of Onam celebrations.”
Manoj Lalwani, Chief Marketing Officer, Eastern Condiments Pvt. Ltd. further added, “With the ‘Undo-Unde’ launch, we have started many different activities that drive the love for our culture and present our consumers with an opportunity to relish and relive Onam in its truest spirit. We want our audience to have the best Onam experience this year and with the Onam Anthem - Undo-Unde - express their joy for this festival.”
Sithara, who collaborated with Eastern to sing the anthem said, “This association with Eastern for the song brings me immense joy, especially since this is an Onam song. Music is always an integral part of any festivity as they have a celebratory emotion that brings people together. This song has exceeded my expectations and I am extremely happy with the way it has turned out. The melodious and joyful number is a refreshing song that captures the sounds, sights, and smells of Onam.”
The celebrations around Onam in the state in the last few years have been restricted due to the flood and the pandemic. And thus, this year the fervor and joy are back at their peak. Eastern Condiments' launch of the new Onam Anthem intends to rekindle the festival's spirit and put a great start to the 10 days of the glorious event.
Eastern Condiments the flagship company of the Eastern Group, established in 1983 is one of the leading players in the Indian spice market today. Eastern Condiments has grown leaps and bounds and today employs over 3000 people while manufacturing and marketing 50 + products in their wide range of product portfolio. Eastern initiated its journey with ready-to-use spices, masala blends, coffee, rice powders, coffee, tea, and pickles and expanded its business in categories such as Breakfast Mixes Ready To Eat and Snacks.
Based in Kochi, Kerala, Eastern Condiments in 2020, became a subsidiary of Norwegian conglomerate Orkla and continues to be a market leader in the Pure Spices and Masalas category.
Today, the condiments business of Eastern has a fine grip in the global market, and its growth in the international market continues to soar. Eastern has carved a niche for itself in the GCC market, where it remains very popular with the Indian and local community. Other than the Middle East, the company also exports its products to the US, UK, Canada, Europe, Singapore, Malaysia, Maldives, Yemen, Australia among others. Eastern Condiments has been awarded as India’s largest spice exporter by the Spices Board of India for the last 20 years in a row.
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