The Fact Maker

Parry’s Amrit Brown Sugar Presents The Hindu and Saregama M.S. Subbulakshmi Awards 2021 Voice Of The Year

  • EID Parry’s premium sugar product, Amrit Brown Sugar presents The Hindu and Saregama MS Subbulakshmi Award 2021 Voice of the year, to find and nurture young Carnatic talent and promote cultural heritage
  • Grand finale witnesses a scintillating contest and mesmerizingsinging

Chennai : Ms.Samanvi, a second year B.A student from Udupi, was awarded The Hindu &Saregama M.S. Subbulakshmi Award, 2021, Voice of the Year, presented by Parry’s Amrit Brown Sugar at the grand finale held at the Music Academy in Chennai on 7th Jan, 2021.

The award is a tribute to the memory of the queen of Carnatic music, M.S. Subbulakshmi and an effort to acknowledge and appreciate young Carnatic vocalists. The event, in its ninth year and has been growing in stature and scale and has been providing a platform for young classical singers to exhibit their talents.

Each of the five finalists, chosen from a preliminary round, presented a 25minute performance during which they were accompanied by accomplished musicians on the Violin, Mridangam, Ghatam and Thambura. Judges of the prestigious event included senior vocalist S. Rajeswari, Rajkumar Bharathi and K KrishnaKumar.

The event was graced by Aruna Sairam, renowned Carnatic vocalist and guru who presented the award to the winner along with Navaneeth L.V., CEO, The Hindu Group and Aldrin Joseph, Associate Vice President (Marketing), EID Parry (I) Ltd. The winner, Samanvi, will get to record an exclusive album with Saregama.

In her keynote address, Aruna Sairam said she was amazed with the focus and hard work the participants had put in, along with their talent. She also recollected anecdotes highlighting how M.S. Amma was an inspiration to many people on many fronts.

Addressing the media, Mr. Aldrin Joseph, Associate Vice President (Marketing), EID Parry (I) Ltd, said, “The amount of talent that the platform showcased was outstanding and the music presented by the participants was wonderful, mesmerizing and at times divine. Bharat Ratna M S Subbulakshmi is a great icon from Tamil Nadu in the world of Carnatic Music and we are extremely happy to champion this venture to discover and nurture young talent. In some ways it mirrors what we strive to do at EID Parry when we bring outpure,safe and healthful products like our sugar and sweeteners from a natural resource like Sugarcane. So this association with the traditional and naturally healthier brand Parry’s Amrit Brown Sugar was a good fit as the event showcased and also promotes the city’s cultural heritage. We wish all the participants a bright and successful future.”