LOCAL “HERO” MASALA.
Every region has a hero dish. Sunder is the masala that lets you cook it right, anywhere in the country.
THE POSITIONING
For the rooted Indian who lives away from home, Sunder is the local hero masala that puts the real taste of your region back on your plate, because true flavour is regional, hand-made and never generic.
FROMA PURE, TRADITIONAL SPICE BRAND ON THE SHELF
TOTHE LOCAL HERO THAT PUTS YOUR REGION BACK ON YOUR PLATE
THE REBRAND, 2026
A heritage brand stays alive by moulding itself to its time. In 2026 Sunder took on a new identity, built on the ribbon logo, a family of four characters and a house of local heroes.
Designed with Hue Cycle Labs.
THE RIBBONA red ribbon carrying the SUNDER wordmark, crowned by the family and anchored with “Since 1975”.
HOW WE SPEAK
Warm like a grandfather. Sharp like a young founder.
WE ARERooted & warmWe speak from memory and the kitchen, never from a lab.
WE ARELocal-tonguedWe use the region’s own words for its own dishes.
WE ARE NOTPreachy on healthWe let less is more be felt on the plate, not lectured.
WE ARE NOTLoud or genericNo pan-India clichés. Specific beats shouty.
KAM MASALA. POORA SWAAD.The signature line
SUNDER KA MASALA, HAR NIWALA NIRALA.The slogan
GHAR KA SWAAD, HAR SHEHER MEIN.The brand line
APNA REGION, APNI THALI.The campaign line