Brand hosts a powerful panel discussion to challenge societal biases and celebrate adoptive mothers
Kolkata, July 17, 2025 – Sunfeast Mom’s Magic, ITC’s beloved cookie brand known for celebrating motherhood, has taken a strong stand to normalize and encourage adoption in India. Partnering with the upcoming film Dear Maa, the brand organized a thought-provoking panel discussion titled “Normalizing and Encouraging Adoption in India”, aiming to spark meaningful dialogue and break stereotypes surrounding adoptive motherhood.
The event featured an esteemed panel including Soumeta Medhora, Secretary of The Indian Society for Sponsorship and Adoption (ISSA), acclaimed filmmaker Aniruddha Roy Chowdhury, actors Jaya Ahsan and Mandira Bedi, and Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods. Together, they discussed the societal challenges, emotional biases, and the urgent need for inclusive narratives around adoption in India.
Adding a deeply personal perspective, actor Mandira Bedi shared her own journey as an adoptive mother, saying, “Adoption is a beautiful and transformative choice, one driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias. People often assume adoption is a last resort or wonder if you can truly love an adopted child as your own. But love doesn’t come with conditions. That’s why I value what brands like Mom’s Magic are doing—creating space for these conversations so that every child can be embraced with a mother’s love.”
At the heart of the event was the unveiling of a touching poem titled “Dil Se Maa”, which beautifully captured the resilience and unconditional love of adoptive mothers. The poem served as a poignant reminder that motherhood is built on love, not biology.
Speaking on the occasion, Shuvadip Banerjee, Chief Digital Marketing Officer, ITC Foods, said, “At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”
Link to the poem:
Directed by National Award-winning filmmaker Aniruddha Roy Chowdhury, Dear Maa explores the emotional journey of an adoptive mother seeking love, belonging, and acceptance. Its central message—that love runs deeper than blood—perfectly aligns with Mom’s Magic’s belief that every child deserves a mother’s love, irrespective of biological ties.
With this initiative, Sunfeast Mom’s Magic continues its legacy of purpose-driven campaigns like No More Missed Calls, Hug Her More, and Will of Change, reinforcing its commitment to social change through powerful storytelling.
About Sunfeast Mom’s Magic
Sunfeast Mom’s Magic, a flagship cookie brand from ITC Foods, has been synonymous with the warmth and sweetness of motherhood. Beyond offering delightful cookies, the brand consistently advocates causes that celebrate and support mothers, reinforcing the belief that every child deserves a mother’s love.
