Badshah Masala and Real Juice, rule the roast at India Day Parade in New York


The Indian Kitchen float spreads the Sugandh of authentic Swad with its ever-popular jingle ‘Swad Sugandh Ka Raja’

Our Bureau

New York, NY

The iconic Indian superstar, who made the nation gyrate in the blockbuster Pushpa – Samantha Prabhu, the global Indian Guru of the ‘Art of Living’ fame Sri Sri Ravishnkar and the Hindi film star Jacqueline Fernandez proved to be a big superstar attraction at the 41st India Day Parade. However, an iconic Indian entity that got wholesome praise and won the hearts of more than 100,000 attendees mostly Indian diaspora with its pleasing presence, was the King of Indian Spices.

Badshah Masala, a Dabur Enterprise, unit at New York’s India Day Parade in association with the Federation of Indian Association brought the authentic taste of Indian home to the streets of New York City. This remarkable event witnessed the unveiling of an authentic Indian kitchen float, brimming with vibrant Badshah Masala spices, and embodying the legacy of exquisite flavors. Dabur Real Juice added a punch of freshness and fruitiness to the event.

The Dabur Badshah Masala float was not just a visual spectacle, but an ode to India’s rich cultural and culinary diversity.  Dancers representing the dance forms from North, East, West, and South of India accompanied the float highlighting that India is a country that brings people together through food, flavors, art, music, dance, and other cultural anchors. The iconic “Swad Suganda Ka Raja” song added a historical touch, evoking nostalgia tied to the essence of Badshah Masala.

Lots of excitement was generated by an exclusive Pani Puri (Gol Gappas) competition, a quintessential Indian street food, with many participants making a beeline for the competition. The winners of the Pani Puri competition were given cash prizes and Badshah Masala gift hampers. This harmonious blend of culture, melody, and spirited competition created a memorable experience with smiles on everyone’s faces.

Rakesh Sareen, Sales Head North America, Dabur International Ltd, stated, “At Dabur, our ethos has always been to serve our communities, no matter where they reside. And on India’s 77th Independence Day, we congratulate all American Indians, who continue to add to the economic and cultural fiber of the country. This is our first year partnering with Federation of Indian Associations for the India Parade and it gives us immense joy that through this platform we have been able to bring the flavors of home closer to our consumers”.

Kenny, President of FIA said, “Partnerships with brands like Dabur enhance our ability to bring the authentic taste of India to audiences beyond its borders. This event garnered tremendous support from proud Indians and our fellow New Yorkers, underscoring the success of our association with Dabur. We eagerly anticipate a lasting partnership.”

Manish Tiwari, Founder and Director of HereandNow Infinity said, “As we reflect this parade, it signifies the vibrant tapestry of the Indian diaspora and their significant impact on American society, economy, and culture. Multiculturalism thrives on diversity, and we are committed to promoting it worldwide through our unswerving efforts”.

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