MTR & Vasu Dixit Bring Karnataka's Love for Sambar to Life with a New Anthem

MTR Foods, one of Karnataka’s most trusted food brands, has unveiled the Sambar Anthem, a musical tribute to the state’s enduring love for sambar.

Sambar Anthem
- Created in collaboration with musician Vasu Dixit, the anthem blends food, music, and community voices.
- Sambar is celebrated not just as a dish, but as a cultural identity across Karnataka — from breakfast idlis to festive family meals.
- The campaign drew on consumer stories and memories, which inspired Vasu’s composition capturing nostalgia and belonging.
- The anthem was performed live in Bengaluru, bringing together food lovers and music enthusiasts.

Legacy & Cultural Connection
- MTR has long been a leader in the Sambar Masala category, preserving authentic flavours for generations.
- The initiative reinforces MTR’s role in keeping regional food traditions alive while connecting with consumers through shared experiences.

Voices from the Collaboration
- Sunay Bhasin, CEO, MTR Foods: “Sambar remains one of Karnataka’s most beloved culinary icons… we wanted to celebrate it through a voice that genuinely reflects the culture.”
- Vasu Dixit: “Sambar evokes pride, nostalgia and debate. Through music, we wanted to turn this shared cultural experience into something people can sing along with and celebrate together.”

📅 The Sambar Anthem will be released on MTR’s official pages and Spotify on July 8.