ITC Master Chef Creations has relaunched its Jashn‑e‑Gosht gourmet mutton festival beginning July 1. The 45‑day event will run through August 15 and will be available in Bengaluru, Hyderabad, Chennai, Mumbai and Pune via food‑delivery platforms Swiggy and Zomato.
The menu includes regional specialities such as Bengal’s slow‑cooked Kosha Mangsho, Bihar’s smoky Champaran Mutton and the rich flavours of Punjabi Rogan Josh. Each dish has been refined by ITC chefs to elevate traditional recipes for delivery.
To raise the festival’s profile nationally, ITC has become the official gourmet food partner of the upcoming Bollywood musical film Metro… In Dino. Directed by Anurag Basu, the film features Sara Ali Khan and Aditya Roy Kapur and will premiere on July 4.
As part of the collaboration, ITC hosted a launch event at its Green Centre in Bengaluru. The cast and crew participated in a live‑cooking session featuring dishes from Jashn‑e‑Gosht, accompanied by live musical performances.
Rohit Bhalla, vice president and business head of ITC Foods – Tech, said the initiative aims to lift everyday dining through gourmet storytelling. He said Jashn‑e‑Gosht offers authentic Indian mutton dishes crafted to deliver a memorable urban dining experience.
The festival debuted in 2023 in Bengaluru and featured dishes such as Mutton Nihari, Bhuna Gosht and Keema Biryani. This year’s edition spans five cities and leverages both regional menus and a film tie‑in for wider reach.
ITC Master Chef Creations has been driving consumer engagement with direct‑to‑home gourmet meals and event‑based campaigns, positioning the brand in the premium ready‑to‑eat category. The partnership with Metro… In Dino aligns with this strategy by connecting food and entertainment to appeal to urban audiences.
As demand grows for gourmet convenience, ITC is reinforcing its leadership in high‑quality prepared meals delivered through modern platforms. The return of Jashn‑e‑Gosht underscores its ongoing commitment to celebrating India’s culinary traditions and delivering them to consumers’ doorsteps.
