India has always celebrated its food with deep emotion, and when it comes to mutton, the connection runs even deeper. From weddings to Sunday lunches, mutton has long been the dish that unites generations, evokes memories, and represents regional pride. Now, ITC Master Chef Creations is reigniting that love with the return of its much-anticipated Jashn-e-Gosht campaign for 2025.
This is not just another food launch. Jashn-e-Gosht is a celebration of culinary heritage that brings back regional mutton classics from across India in a ready-to-eat gourmet format. Whether it is the rustic charm of Champaran Mutton from Bihar or the dark, rich Kosha Mangsho of Bengal, the campaign presents these dishes not as products but as cultural legacies served on a plate.
Available only for a limited period till August 15, this year’s collection showcases an unforgettable lineup. The smoky Galouti Kebabs from Lucknow and the spiced depth of Punjabi Rogan Josh are also part of the culinary journey. Each dish is crafted to perfection and delivered straight to your door through Swiggy and Zomato, making these treasures accessible to mutton lovers across India.
But what truly sets this campaign apart is the storytelling. Leading the charge is Chef Harpawan Singh Kapoor, Corporate Chef and Culinary Head at ITC Food Tech, who brings authenticity and insight through a special content series titled ‘Gosht Ke Kisse’. In nine episodes, Chef Kapoor explores the origins, rituals, and emotional connections tied to each mutton dish.
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More than just a recipe reel, this series gives voice to tradition and revives forgotten flavours. It takes viewers through the kitchens, culture, and hands that shaped these dishes into icons. And it is not just the chefs talking. Some of India’s most loved food creators are also part of the campaign, sharing their personal stories, rituals, and family memories centered around mutton. The content is warm and human, designed to evoke nostalgia while sparking curiosity and hunger.
Jashn-e-Gosht is not forever. It is designed to be an indulgent experience that comes and goes, just like seasonal festivals. That rarity adds to the charm. It is not just about eating mutton but about reconnecting with the emotional depth and authenticity that makes Indian cuisine so powerful.
If you are someone who cherishes soulful Indian food and appreciates stories as much as flavours, this is one culinary campaign you cannot miss. Jashn-e-Gosht 2025 is live, but only for a while.
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