Kolkata, February 18, 2026: Bisk Farm, one of India’s most trusted and loved biscuit and bakery brands under the umbrella of SAJ Food Products Private Limited, recently hosted Bisk Farm Festive Fiesta, a specially curated consumer engagement campaign designed to recognise loyalty, celebrate participation, and deepen brand–consumer relationships. As part of the initiative, the brand hosted an exclusive celebration that brought together 160 distinguished consumers who emerged as top participants in the “Festive Fiesta” campaign. Conceptualised as an intimate and immersive experience, the gathering went beyond a conventional brand event, offering attendees a rare and personal opportunity to engage with Sourav Ganguly, whose association with Bisk Farm continues to resonate strongly across generations.
Titled “Cake & Coffee with Sourav Ganguly”, the celebration was aligned with Bisk Farm’s core values of trust, warmth, and togetherness. By fostering personal connections and shared experiences, the initiative underscored the brand’s approach to transforming festive occasions into thoughtfully crafted moments that extend beyond products and promotions, strengthening long-term consumer relationships. The event was held in the esteemed presence of the leadership team of SAJ Food Products Private Limited, including Arpan Paul, Executive Chairman, and Vijay Singh, Managing Director, and was graced by the presence of Sourav Ganguly as the chief guest. Their presence underscored the organisation’s long-term vision of building enduring relationships with consumers while consistently upholding the values of quality, innovation, and trust.
Arpan Paul, Executive Chairman, SAJ Food Products Private Limited, said,“Festivals are about bringing people together, celebrating shared values, and creating moments that stay with us. At Bisk Farm, we have always believed in nurturing relationships built on trust and warmth. The Festive Fiesta reflects our commitment to engaging with our consumers beyond business, and creating experiences that feel personal, meaningful, and memorable.”
Vijay Singh, Managing Director, SAJ Food Products Private Limited, said, “At Bisk Farm, our journey has always been guided by trust, consistency, and a deep connection with our consumers. The Festive Fiesta is our way of celebrating the relationships we have built over the years and expressing gratitude to those who believe in our brand. Hosting an intimate interaction with Sourav Ganguly allowed us to bring our values of leadership, warmth, and togetherness to life in a truly meaningful way.”
Alongside the consumer engagement initiative, Bisk Farm continues to strengthen its festive offerings through its Festive Cakes range, which has been developed to complement family gatherings, gifting occasions, and everyday celebrations. The range reflects the brand’s focus on creating products that align naturally with moments of togetherness and shared celebration.
The Bisk Farm Festive Cakes range includes a variety of offerings such as 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. The range is being made available across key markets and retail outlets, enabling consumers to access festive offerings across occasions throughout the year.
Through this high-profile yet personal celebration, Bisk Farm reaffirmed its commitment to fostering emotional connections and celebrating shared values that unite families and communities. The Festive Fiesta served as a powerful expression of the brand’s belief that celebrations are most meaningful when they are rooted in togetherness and authenticity. With initiatives such as the Festive Fiesta, Bisk Farm continues to strengthen its bond with consumers while reinforcing its position as a household name synonymous with quality, reliability, and heartfelt celebrations.
