Kolkata | February 17, 2026
Kolkata: Bisk Farm, one of India’s most trusted and beloved biscuit and bakery brands under the umbrella of SAJ Food Products Private Limited, recently hosted an exclusive consumer engagement celebration titled “Cake & Coffee with Sourav Ganguly.” The initiative was part of the brand’s larger Festive Fiesta campaign, designed to recognise consumer loyalty, celebrate participation, and strengthen long-term brand relationships.
The curated celebration brought together nearly 160 distinguished consumers who emerged as top participants in the Festive Fiesta campaign. Conceptualised as an intimate and immersive experience, the event offered attendees a rare opportunity to interact personally with cricket legend Sourav Ganguly, whose association with Bisk Farm continues to resonate strongly across generations.
Aligned with the brand’s core values of trust, warmth, and togetherness, the celebration focused on building meaningful emotional connections. By fostering shared experiences, Bisk Farm highlighted its commitment to transforming festive occasions into memorable moments that go beyond products and promotions.
The event was held in the esteemed presence of the leadership team of SAJ Food Products Private Limited, including Executive Chairman Arpan Paul and Managing Director Vijay Singh, with Sourav Ganguly attending as the Chief Guest. Their presence underscored the organisation’s long-term vision of nurturing enduring consumer relationships while upholding values of quality, innovation, and trust.
Speaking on the occasion, Arpan Paul said that festivals are about bringing people together, celebrating shared values, and creating memories that last. He added that the Festive Fiesta initiative reflects the company’s commitment to engaging with consumers beyond business through meaningful and personal experiences.
Vijay Singh noted that Bisk Farm’s journey has always been guided by trust, consistency, and deep consumer connection. He emphasised that hosting an intimate interaction with Sourav Ganguly brought the brand’s values of leadership, warmth, and togetherness to life in a truly impactful way.
Alongside the engagement initiative, Bisk Farm also strengthened its festive product portfolio through its Festive Cakes Range, developed to complement family gatherings, gifting occasions, and everyday celebrations. The range includes English Dundee Cake, Exotic Dry Fruit Cake, Veg Delight Cake, Fresh Plum Cake, American Fruit Cake, Classic Fruit Cake, Rich Butter Cake, Christmas Cake, and Choco Walnut Cake — made widely available across key markets and retail outlets.
Through such high-profile yet personal celebrations, Bisk Farm reaffirmed its commitment to fostering emotional bonds with consumers while reinforcing its position as a household name synonymous with quality, reliability, and heartfelt celebrations.
