INTRODUCTION OF SPICES

Spices have been used in almost all countries in the world for many years either in ethnic

cuisines or for their medicinal values. At least in the East and Asia, spices were extensively used

for their medicinal values. Now of course Western medicine has replaced all these, although

spices are still used, at least in some countries, in their indigenous medical practices.

 

A spice is a dried seed, fruit, root or bark used as a food additive to enhance the flavour,

sometimes as a preservative by preventing growth of harmful organism or by killing them. Many

of these substances can be used as medicine, in religious rituals, cosmetics or eaten as a

vegetable in salads etc.

 

Spices differ from herbs which are of leafy nature or green parts of the plant used for flavouring

and are chopped in small pieces to enhance flavour. Spices are dried and commonly ground into

powder, sometimes small seeds are used as they are and in powder form.  

 

Trading in spices had continued ever since they were discovered by local people where these

were grown and the trade was no doubt a lucrative international business so much so people in

all countries know these spices and their culinary uses.

 

Spices are available in most Asian groceries specialising in Sri Lankan and Indian produce in

Australia, Europe, United States, Canada and most other major cities. We also see these

appearing in Western Supermarket shelves where these were never seen before.

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What are spices?

Spices are nature’s bouquet garni and antioxidant. They are the soul of Indian dishes. They

are not only used to enhance the flavours of a dish, but are known for their curative benefits.

Spice rack: Spices are nature’s bouquet garni and antioxidant.

Spices have been used for thousands of years in India, the place where it originates. History

states that it was the early Arab merchants who introduced spices to the rest of the world.

Wars were fought over the control of the spice trade and route as it was a rare commodity,

worth its weight in gold.

Spices were also used along with roots and herbs by early traditional medicine practitioners.

These practices are still used in homeopathic and ayurvedic treatments today.

Using spices

How do you use them? How would you know what to blend for a mix? Where do you get

them? These are the usual questions that would be running through the mind of a spice

enthusiast.

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The use of spices in Indian meals, sweets, snacks and desserts is truly amazing. Spices can be

used whole, powdered, plain, roasted, dry or in paste form at the beginning or end of a

cooking process. It can be used alone or in combinations. There are also spice drops. Yes,

concentrated spice oils.

I enjoy using whole spices in some of my dishes. I use them whole because I enjoy the sight

of sautéed spices lying recklessly all over the vegetable it is partnered with. And when you

bite into it, there is an instant crunchiness of the fennel seed or coriander seed. Then there is

a sudden burst of aroma in your mouth that wafts all the way to the back of your mouth and

up the nose. It lingers there until the next crunch.

Recently, I discovered that patients who are on dialysis are advised to use whole spices in

their cooking instead of spice powders. A member of my family is on dialysis and I do

follow the restrictions. However, it is not always easy.

Blending spices

Spice blending is the art of concocting your own blend for a particular dish. This saves time,

money and also allows you to create your very own blends. Are they difficult to blend, you

may ask. Not if you know your spices well. This will come easy over time.

The mix: Spices have to blended harmoniously and subtly, taking care not to overpower the main

ingredients of a dish.

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Spices have to be blended harmoniously and subtly, taking care not to overpower the main

ingredients of a dish, be it vegetables, meat, seafood or desserts.

When working with spices, it’s always important to taste each one of them to familiarise

yourself with the taste and aroma.

The art of using Indian spices vary from dishes to dishes. For example, what fascinated me

was how the blending of about 10 to 15 different spices in a dish, brought out the heavenly

aromas and flavours in a Hyderabadi Briyani dish. Or the use of only two spices in the

making of the famous Keralite Aviyal dish.

There are also blends that are ready-made in the market. However, when you put together

your mix from scratch, believe me; you will never go back to packed spice powders.

Here are the most popular blends that you will need in your spice pantry: Garam Masala,

Briyani Masala, Korma Masala, Chicken Curry Masala, Fish Curry Masala, Resam Masala,

Sambar Masala, and Vegetable Curry Masala.

These are just a few basic and frequently used blends. It’s always advisable to make your

blends last for two weeks. Any longer than that, the mix would have lost its soul.

Types of spices

Spices can be classified into two groups, essential/basic spices and aromatic spices. The

essential spices are also known as soft spices, while the aromatics are considered as warm

spices.

Essential spices are spices that are used daily in almost all dishes. They are very essential and

have to be fresh to impart their aroma and taste to take your dish to the dimension you want.

They are cumin, fennel, mustard seeds, fenugreek, turmeric, black and white pepper,

coriander seeds, asafetida, Indian bay leaf, and dried chillis.

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Essential spices are used in daily cooking for tempering vegetables, curries and chutneys.

They are a must in every Indian kitchen.

Aromatic spices are cinnamon, star anise, clove, cardamoms. These are essential in the

making of the garam masala blend. They impart aromas that would literally take over a dish.

When using them, a little sometimes goes a long way. These spices can be used whole in

many recipes, thus releasing their flavours to a dish over time or in powder form when used

in baking.

Spices for beginners

It’s really important that you have a spice grocer who deals in fresh spices. There is a lot of

difference between fresh and stale spices. I personally stay away from vendors who do not

store their spices in airtight containers.

A beginner to Indian cooking should invest in about 50 to 100g of cumin, fennel, mustard

seeds, coriander seeds, fenugreek, dried chillis, turmeric, cinnamon, clove, star anise,

peppers, and cardamom.

Store them in airtight containers to prevent them from turning stale and discolouring.

When new to using spices, always begin with 1/4 to 1/2 teaspoon to any dish that would

serve three or four persons. This measurement can be used for basic spices such as fennel,

cumin, fenugreek, asafetida, peppers, turmeric, coriander, chilli powder and mustard seeds.

When attempting aromatic spices, try using them whole for starters, before blending them

into powders for your spice blends.

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HISTORY

Early history

Spices at central market in Agadir,Morocco

Humans were using spices in 50,000 BCE[citation needed]. The spice trade developed throughout South

Asia and Middle East in around 2000 BCE with cinnamon and pepper, and in East Asia with

herbs and pepper. The Egyptians used herbs for embalming and their demand for exotic herbs

helped stimulate world trade. The word spice comes from the Old French word espice, which

became epice, and which came from the Latin root spec, the noun referring to "appearance, sort,

kind": species has the same root. By 1000 BCE, medical systems based upon herbs could be

found in China, Korea, and India. Early uses were connected with magic, medicine, religion,

tradition, and preservation.[3]

Archaeological excavations have uncovered clove burnt onto the floor of a kitchen, dated to

1700 BCE, at the Mesopotamian site of Terqa, in modern-day Syria.[4] The ancient

Indianepic Ramayana mentions cloves. The Romans had cloves in the 1st century CE, as Pliny

the Elder wrote about them.

In the story of Genesis, Joseph was sold into slavery by his brothers to spice merchants. In the

biblical poem Song of Solomon, the male speaker compares his beloved to many forms of spices.

Generally, early Egyptian, Chinese, Indian, and Mesopotamian sources do not refer to known

spices.

In South Asia, nutmeg, which originates from the Banda Islands in the Molukas, has

a Sanskrit name. Sanskrit is the ancient language of India, showing how old the usage of this

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spice is in this region. Historians believe that nutmeg was introduced to Europe in the 6th

century BCE.

Indonesian merchants traveled around China, India, the Middle East, and the east coast of

Africa. Arab merchants facilitated the routes through the Middle East and India. This resulted in

the Egyptian port city of Alexandria being the main trading center for spices. The most important

discovery prior to the European spice trade were the monsoon winds (40 CE). Sailing from

Eastern spice growers to Western European consumers gradually replaced the land-locked spice

routes once facilitated by the Middle East Arab caravans.[3]

Middle Ages

"The Mullus" Harvesting pepper. Illustration from a French edition of The Travels of Marco

Polo.

Spices were among the most demanded and expensive products available in Europe in

the Middle Ages, the most common being black pepper, cinnamon (and the cheaper

alternative cassia), cumin, nutmeg, ginger and cloves. Given the medieval medicine's main

theory of humorism, spices and herbs were indispensable to balance "humors" in food,[6] a daily

basis for good health at a time of recurrent pandemics.

Spices were all imported from plantations in Asia and Africa, which made them expensive. From

the 8th until the 15th century, the Republic of Venice had the monopoly on spice trade with the

Middle East, and along with it the neighboring Italian city-states. The trade made the region rich.

It has been estimated that around 1,000 tons of pepper and 1,000 tons of the other common

spices were imported into Western Europe each year during the Late Middle Ages. The value of

these goods was the equivalent of a yearly supply of grain for 1.5 million people.[7] The most

exclusive was saffron, used as much for its vivid yellow-red color as for its flavor. Spices that

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have now fallen into obscurity in European cuisine include grains of paradise, a relative

of cardamom which most replaced pepper in late medieval north French cooking, long

pepper,mace, spikenard, galangal and cubeb.

Early modern period

The control of trade routes and the spice-producing regions were the main reasons

that Portuguese navigator Vasco da Gama sailed toIndia in 1499. Spain and Portugal were not

happy to pay the high price that Venice demanded for spices. At around the same

time,Christopher Columbus returned from the New World, he described to investors new spices

available there.

Another source of competition in the spice trade during the fifteenth and sixteenth century was

the Ragusans from the maritime republic of Dubrovnik in southern Croatia.

The military prowess of Afonso de Albuquerque (1453–1515) allowed the Portuguese to take

control of the sea routes to India. In 1506, he took the island of Socotra in the mouth of the Red

Sea and, in 1507, Ormuz in the Persian Gulf. Since becoming the viceroy of theIndies, he

took Goa in India in 1510, and Malacca on the Malay peninsula in 1511. The Portuguese could

now trade directly with Siam,China, and the Moluccas. The Silk Road complemented the

Portuguese sea routes, and brought the treasures of the Orient to Europevia Lisbon, including

many spices.

With the discovery of the New World came new spices, including allspice, bell and chili peppers,

vanilla, and chocolate. This development kept the spice trade, with America as a late comer with

its new seasonings, profitable well into the 19th century.

In the Caribbean, the island of Grenada is well known for growing and exporting a number of

spices, including the nutmeg, which was introduced to Grenada by the settlers.

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Handling spices

A typical home's kitchen shelf of spices as would be seen in the United States or Canada.

A spice may be available in several forms: fresh, whole dried, or pre-ground dried. Generally,

spices are dried. A whole dried spice has the longest shelf life, so it can be purchased and stored

in larger amounts, making it cheaper on a per-serving basis. Some spices are rarely available

either fresh or whole, for example turmeric, and must be purchased in ground form. Small seeds,

such as fennel and mustard seeds, are used both whole and in powder form.

The flavor of a spice is derived in part from compounds that oxidize or evaporate when exposed

to air. Grinding a spice greatly increases its surface area and so increases the rates of oxidation

and evaporation. Thus, flavor is maximized by storing a spice whole and grinding when needed.

The shelf life of a whole spice is roughly two years; of a ground spice roughly six months.  The

"flavor life" of a ground spice can be much shorter.[11] Ground spices are better stored away from

light.

To grind a whole spice, the classic tool is mortar and pestle. Less labor-intensive tools are more

common now: a microplane or fine grater can be used to grind small amounts; a coffee grinder is

useful for larger amounts. A frequently used spice such as black pepper may merit storage in its

own hand grinder or mill.

Some flavor elements in spices are soluble in water; many are soluble in oil or fat. As a general

rule, the flavors from a spice take time to infuse into the food so spices are added early in

preparation.

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OBJECTIVES

1.

2.

3.

4.

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RESEARCH METHODOLOGY

Since the study undertaken by me is related to the study of spices in India, the means

adopted for collection of various facts and data were in the form of personal observation, directly

interacting with the officers concerned and also directly interacting with the existing customers

as well as retailers formed. It was an exploratory research. Work is mainly emphasized on the

primary data. Primary data are gathered form prescribed questionnaire and by personal interview

and the secondary data are collected from different books and magazines.

Sources of Data collection

There are two sources of data collection. They are:

1. PRIMARY DATA SOURCE

2. SECONDARY DATA SOURCE

The secondary data are those, which have already been collected by someone else thorough

Books, Internet, Television, journals, Magazines, etc. On the other hand primary data does not

exist here. The researcher has to gather primary data afresh for the specific study undertaken by

him. Primary data has been collected here by questionnaire method and personal interview

method is followed. Primary sources such as Interviews, Observation, and attending training and

development classes. Secondary sources such as Booklets, Monthly journal, Magazines, Official

files etc.

Scope of the Study

Each and every project study along with its certain objectives also have scope for future. And

this scope in future gives to new researches a new need to research a new project with a new

scope. Scope of the study not only consist one or two future business plan but sometime it also

gives idea about a new business which becomes much more profitable for the researches then the

older one.

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Scope of the study could give the projected scenario for a new successful strategy with a proper

implementation plan. Whatever scope I observed in my project are not exactly having all the

features of the scope which I described above but also not lacking all the features.

- Research study could give an idea of network expansion for capturing more market and

customer with better services and lower cost, with out compromising with quality.

- In future customer requirements could be added with the product and services for getting

an edge over competitors.

- Consumer behavior could also be used for the purpose of launching a new product with

extra benefits which are required by customers for their taste.

- Tools and Techniques

- As no study could be successfully completed without proper tools and techniques, same

with my project. For the better presentation and right explanation I used tools of statistics

and computer very frequently. And I am very thankful to all those tools for helping me a

lot. Basic tools which I used for project from statistics are-

- - Bar Charts

- - Pie charts

- - Tables

- bar charts and pie charts are really useful tools for every research to show the result in a

well clear, ease and simple way. Because I used bar charts and pie charts in project for

showing data in a systematic way, so it need not necessary for any observer to read all the

theoretical detail, simple on seeing the charts any body could know that what is being

said.

-

- Technological Tools

- Ms- Excel

- Ms-Access

- Ms-Word

- Above application software of Microsoft helped me a lot in making project more

interactive and productive.

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- Microsoft-Excel had a great role in my project, it created for me a situation of “you sit

and get”. I provided it simply all the detail of data and in return it given me all the

relevant information..

- Microsoft-Access did the performance of my personal assistant who organizes my all the

details of document without disturbing them even a single time in all the project duration.

- And in last Microsoft-Word did help me for the documentation of the project in a

presentable form.

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MARKET ANALYSIS

The spices market research report highlights the niche market of spices by types, by geography

and its application in food sector. Global Spice market is worth $3.67 billion. Spices come under

commodity markets which are high in value but low in volume. Spices add flavor and a unique

taste to the food, the food industry is ever growing with the spice of spices. There are about 109

spices listed by International Organization for Standardization and Asia grows about 60 of these

spices. There is a hard international competition between spice producing countries such as

India, Vietnam, Guatemala and China etc. America is the largest consumer of spices by volume

and value. U.S. is accounting a share of 33%.Western markets have a huge demand for Indian

spices.

The segments of health conscious consumers are choosing natural flavors to that of cheaper

synthetic ones. Thus, spices are the basic taste building blocks in food applications. Among

spices, the chief spices which are largely demanded are black pepper, cardamom, chilies, ginger,

turmeric, coriander, cumin, celery, fennel, fenugreek, garlic, curry powder, spice oils and

oleoresins. Amongst the global spice market Chilly contributes 40% followed by cumin 11%,

turmeric 11%, and coriander 6% and black pepper 5%.Spice market key player countries in

North America is U.S.A, in Asia are India, China, and Japan, and in Europe are UK, Germany,

France, Spain, and Italy. India is the fastest growing market.

The key players covered in this report are Ajinomoto Co., Inc. (Japan), AVT McCormick

Ingredients Ltd (India), British Pepper & Spice Co., Ltd (UK), B&G Foods, Inc. (USA) Global

Spices Inc. (USA), Griffith Laboratories Worldwide, Inc. (USA) Malabar Super Spice Co. Ltd

(Canada), The Nutmeg Spice Co. (US), Vallabhdas Kanji Limited (India) et

This report is a comprehensive research of spices market in India.

The report starts with giving brief country profile for India, including general information and

main economic indicators.

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OVERVIEW OF SPICES INDUSTRY

The World Spice Congress will take place in a few days in New Delhi. In that regard it is good to

have a short look to the Indian spice industry. The information is provided by the Spices Board. 

 India occupies a prominent position in the world spice trade. The world trade of spices of

8,50,000 tonnes is valued at US$ 2,200 million. India occupies a share of 44% in quantity and

36% in value.

 In terms of production too India has an upper edge, as no other country in the world produces as

many spices as India does. The list vary from the hot spices like chilli, pepper, ginger to mild

pungent and spicy items like cardamom, coriander, cumin and herbal spices like thyme,

rosemary, mint and finally vanilla from the orchid family.

 Annual production of these spices in recent years has gone well above four million tons. It is

significant to note that only 9 to 10% of the total production is exported and the rest is consumed

domestically. Spices have a share of 6 to 7% of India’s total agricultural exports. Over the years,

India’s spices export has been treading the growth path.

 In 2002-03 India’s total spices export was 2,64,107 tonnes valued Rs. 2086.71 crores (US$

431.45 million). Export has shown a spectacular growth and by 2008-09 it has crossed the Rs

5,000 crore mark by exporting 4,70,520 tonnes valued at Rs 5300.25 crores { US $ 1168.40

million}. The quantity of spices exported has showed a compound annual growth rate (CAGR)

of six per cent and the value realized has shown CAGR of 19% in rupee terms. In dollar terms

the growth rate was six per cent.

      The New Year 2010 will witness new additions in processing capacities, quality evaluation

facilities and enhancements in value addition. The Spices Board’s programme to enhance the

production and productivity in cardamom and black pepper will also be given a further fillip

during the New year.

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BRANDS OF SPICES

Indian spices are famous all over the world for their rich taste and unique flavour. India produces

variety of spices all across the country varying with the climatic conditions. India has been

cultivating spices for ages and also exporting them to other countries around the world.Indian

spices add to the taste of food, giving it a delicious flavour and making it absolutely yummy. The

most popular Indian spices used are Asafoetida (Hing), Bay leaves, Cardamom (Elaichi),

Cayenne pepper (Lal Mirch), Cinnamon (Dalchni), Cloves (Luong), Cokum, Cumin (Jeera),

Fennel (Soonf), Fenugreek (Kasuri Methi), Mango powder (Amchur), Mint (Pudina), Nutmeg

and mace (Jaiphal and Javitri), Onion Seeds (Kalonji), Saffron (Zaffran) and many others. Here

is a list of the most popular brands of India (Indian Masala Brands) which produceIndian Spices.

Everest

Everest Spices is an Indian manufacturer, distributor and exporter of ground spices and spice

mixtures under the brand name Everest. It is India’s largest spices brand based in Mumbai. More

than 20 million households use Everest spices regularly. The brand is stocked by 400,000 outlets

in more than 1000 towns across India. Everest is a major exporter to the US, the Middle East,

Singapore, Australia, New Zealand, East Africa and other countries. More than 3.705 billion

packs of everest sold each year. There more than 42 blends under the Everest brand name.

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MDH

Mahashian Di Hatti Limited is an Indian manufacturer, distributor and exporter of ground spices

and spice mixtures under the brand name MDH. It specializes in several unique traditional

blends of spices suitable for different recipes. The company was founded in 1919 by Mahashay

Chuni Lal as a small shop in Sialkot. It has since grown in popularity all over India, and exports

its products to several countries. It is associated with Mahashay Chuni Lal Charitable Trust. The

MDH brand name is very well known throughout India.

Catch

Catch Spices is India’s foremost spices brand known for its matchless product quality and

innovative approach. Catch spices are ground using the unique state-of-the-art Low

Temperature Grinding (LTG) technology, which prevents the evaporation of volatile & delicate

oils from spices. Catch Spices thus retain the original aroma and wholesome flavour of authentic

spices. The complete assortment comprises of a variety of salt and pepper sprinklers and a

diverse range of whole, ground and blended spices. Catch Spices are packed in food grade metal-

lined cartons, flexible laminates and convenient composite cans available in a variety of pack

sizes.

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Priya

“PRIYA” is a registered trademark of Ushodaya Enterprises Private Limited. Once, making your

favourite pickle was an arduous ritual: picking ingredients, washing, cutting, pounding, grinding,

preventing contamination and ensuring long life etc. In 1980, the visionary Chairman Sri Ramoji

Rao created Priya. Today Priya is a global brand. It is the preferred choice of millions across the

world, taking India to nations and continents. Priya launched its exploration of the world of taste

with six flavours of pickles. Now it has grown immensely.

Ramdev

India, the Queen of Spices, has always attracted the world with her exotic masalas. In fact, the

connection goes back many centuries. Ramdev has preserved the Indian values in all its products

ever since it started as a small unit in 1965, in Ahmedabad, India. A small step became a giant

leap in no time. But there was a binding force, a commitment that helped Ramdev keep its

promise of purity and freshness in its products for all these years. Ramdev’s immense belief in

the philosophy of ‘reaching a customer’s heart through quality’ has enabled it to spread the

rich Indian heritage to millions of homes all over the globe.

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PRODUCT PROFILE

EVEREST

Blended Spices or Masalas, what are they?

Unlike Western cooking wherein the emphasis is on retaining the original flavour of the

meat or vegetables in a dish, in Indian cuisine, it is the aroma, taste, and colour of a spice

mix or "masala" that dominates most dishes.

Masalas are prepared by blending a number of pure spices (sometimes more than 30) like

chilli, turmeric, coriander, pepper, cardamom, cumin, clove, etc in precise proportions to

give a blend (called a "masala") that imparts a distinct colour, aroma, and taste to a dish.

Given the diversity of India's consumers, blending a masala is both, a science and an art.

It has to achieve a taste that meets the specific taste demanded by a particular ethnic or

regional group.

Spices known for their colouring, thickening, souring, and pungency properties are often

added to achieve masala blends that are specific to specific tastes of communities from

various regions and ethnic groups. Further, many herbs, pulses and fresh spices are also

added for their "cooling" and "nutritive" properties to masalas.

It is this complex blending of many spices that distinguishes Indian cuisine from others.

The most basic form of an Indian masala is "Garam Masala". The word "Garam" means

hot or pungent in Hindi language. This is a blend of Cinnamon, Pepper, Clove, and

Cardamom.

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Everest Today

For more than 45 years, Everest has shaped the preference for branded spice in a country

where home-made blends were the norm since time immemorial. It is estimated that over

20 million households regularly use Everest spices that are available in around 400,000

outlets in more than 1000 towns across India.

The Global Indian Spice Brand

Everest spices are also available in the USA, Middle East, Singapore, Australia, New

Zealand, East Africa, and in many other countries, where non resident Indians trust

Everest to provide them the authentic taste of home.

Everest, The Indian Spice Superbrand

For many years, independent retail outlet surveys by the world renowned Market

Research agency, A C Nielsen have shown Everest to be India's largest-selling spice

brand.

Over the years, Everest Masala has won many a prestigious award including Superbrand

(thrice in succession in 2003-04, 2006-07 and 2009-10) and Consumer Reaction Award

(twice in a row, in 2004 and 2005) and others.

Perhaps no other Indian spice brand holds the unique distinction of being the largest-

selling and the most preferred brand on a continued basis.

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INTRODUCTION OF EVEREST

Everest Spices

From Wikipedia, the free encyclopedia

Everest Spices

Industry Food

Founded 1981

Founder(s) Vadilal Shah

Headquarters Mumbai, India

Products Spices

Website www.everestspices.com

Everest Spices is an Indian manufacturer, distributor and exporter of ground spices and spice

mixtures under the brand name Everest.[1]

Everest has been accorded the Superbrands status three times: in 2003, 2006 and 2009. It also

won FMCG Consumer Reaction Award.[2] Everest started began advertising aggressively on the

television in 2003, and by 2005, it had 30% share of the branded pure spices market in India.[3] According to the 2007 study, Everest was India's largest spices brand based in Mumbai.[4] More than 20 million households used Everest spices regularly. The brand was stocked by

400,000 outlets in more than 1000 towns across India. More than 3.705 billion packs of Everest

product were sold each year. There were more than 42 blends under the Everest brand name.[5]

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Everest also exports its products to the US, the Middle East, Singapore, Australia, New Zealand,

East Africa and other countries.[6]

HISTORY

In the 40’s, Late Sri Dina Nath Saraff, our founder father planted the seed of Everest Group

starting his own import-export firm “ Brij Mohan Dina Nath” in Janakpur, which dealt initially

in the import of clothing materials from India, Soda Ash and various kinds of spices from

Malaysia & Indonesia and export of rice to India. Janakpur (birthplace of Goddess Sita,

according to the epic, Ramayana) was then a very small medieval settlement amidst disease

infested forest. This firm was to be the embryo of the present group.

He had subsequently acquired the sole agency of ESSO and of Brooke Bond tea in the 50’s &

60’s for Nepal and started marketing their petroleum products such as, Petrol, Diesel, LDO,

engine oil, Kerosene oil etc. and tea respectively. By mid 60’s he established another firm “

Everest Trading Company” along with the JhunJhunwalas in Biratnagar, and started exporting

Jute to millers in India.

It was in the late 60’s that our founder father showed his charisma in opening the door for

industrialization when he established “Janakpur Soap Factory”, manufacturing various grades of

soap and marketing it under the famous brand name “Natraj” and “OX”.

In the 70’s, our founder along with his son’s assistance established “Everest Cardboard Industry

Pvt. Ltd.”, first in the country to manufacture corrugated boxes from Kraft paper imported from

India and Sweden. During that phase, he also established “Tiger Tea Company”. Tea was

imported from India, blended and packed in Nepal and marketed to the Nepalese consumers in

the brand name “Tiger”.

Thereafter, under our founder’s leadership, his great vision & strong determination mingled with

his son’s assistance, the group continued to grow in its industrial and commercial endeavours.

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With investments in well-diversified industries and a decicated management team, Everest

Group stands as one of the foremost industrial & trading houses in the Himalayan Kingdom.

PRODUCT RANGE

Kesari Milk MasalaMade from exotic nuts and spices, gives an extraordinary

zing to plain milk.

Garam MasalaThis red chilli based blend is the grand old universal taste

enhancer.

Pavbhaji MasalaFrom the back streets to centre stage here's the blend that took

Mumbaiites by storm.

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Chhole MasalaAn elaborate blend of 24 spices, this is the staple blend in North

Indian cuisine.

Shahi Biryani MasalaRecreating the aroma that makes ordinary rice,

extraordinary. An assortment blend that includes whole, ground and leaf spices.

Sambhar MasalaA delicate blend of 14 ingredients that captures the flavours of

the all time favourite from the south.

Chaat MasalaJust sprinkle pinches on salads, fruits, juices, etc., and savour the

difference.

Tea MasalaFor that spicy, scintillating, refreshing ‘cuppa’ tea.

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Pani Puri MasalaThe blend that adds sizzle to the syrup in India's favourite

outdoor snack.

Sabji MasalaTo turn a humble vegetable dish into an exciting fare, just add a

pinch of this blend, after cooking.

Kitchen King MasalaExplore the 'Curry' experience with this classic blend that

gives vegetable curries a lordly taste and a mild, subdued flavour.

Jaljira PowderMixed to water, this is a pre-dinner appetizer, or a post-dinner

digestive.

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Shahi Garam MasalaIt is a blend of many spices, among which cassia,

cardamoms and cloves form the basic ingredients.

Royal Garam MasalaIt blends black pepper, cumin, black cardamom, pepper

long and dry ginger among other spices to create a robust blend of Garam Masala.

Super Sambhar MasalaSambhar is a unique concoction filled with the

wholesome goodness of vegetables and spices.

Rasam PowderA chilli-coriander-cumin based blend - assures you of authentic

Rasam every time.

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2. M.D.H

Mahashian Di Hatti Limited

Type Deemed Public Limited Company

Industry Food, Spices

Founded 1919, Sialkot

Founder(s) Mahashay Chuni Lal

Headquarters New Delhi

Key people Mahashay Dharam Pal

Products Chana Masala, Kitchen King,

Chunky Chaat Masala

Website MDH Spices website

Mahashian Di Hatti Limited is an Indian manufacturer, distributor and exporter of

groundspices and spice mixtures under the brand name MDH. It specializes in several unique

traditional blends of spices suitable for different recipes (Chana Masala for chickpeas, for

example). The company was founded in 1919 by Mahashay Chuni Lal as a small shop inSialkot.

It has since grown in popularity all over India, and exports its products to several countries. [1]It

is associated with Mahashay Chuni Lal Charitable Trust.

HISTORY

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Mahashay Chuni Lal started the enterprise in Sialkot (now in Pakistan) on March 8, 1919. In a

few years, the spices became very famous and they came to be known as "Deggi Mirch Wale"

(the Pot Chilli People), after the name of one of their famous spice mixtures. After the partition

of India, Mahashay Dharam Pal, the son of the founder, shifted to Delhi and opened up his shop

at Ajmal Khan Road,Karol Bagh under the banner "Mahashian Di Hatti of Sialkot (Deggi Mirch

wale)". The name Mahashian Di Hatti means "the Shop of the Magnanimous" in Punjabi.

GROWTH

The company initially relied on hand-ground spices, but has since shifted to automated

machines, with a capacity of producing 30 tonnes of packaged spices in a day. There are large

fully automatic manufacturing plants at

Delhi, Gurgaon (Haryana), Nagpur(Maharashtra), Ghaziabad (Uttar Pradesh)

and Amritsar (Punjab). It has now a network of over 1000 wholesalers and over 400,000 retail

dealers in India. It was ranked 490th among the unlisted Indian companies in 2000-01.[2] MDH

pioneered the marketing of powdered spice mixtures in handy attractive packages. It has been

co-opted as member of several committees of the Bureau of Indian Standards. In the last few

years, the Exports Division of the company has started exporting the spices to several countries

including UK, otherEuropean countries, Canada, United States, Japan and Switzerland. They

have now decided to foray into the ready-to-eat food segment as well.It is one of the best spices

company not only in India but all over the world.[3]

Famous products

The MDH brand name is very well known throughout India. The products sold under the brand

name include single spices (such as chili,coriander and turmeric) as well as blended spice

mixtures. There are over 45 products available in over 100 different packages. The more famous

ones are Chana Masala (for chickpeas), Sambar Masala (for Sambar), Kitchen King (for

vegetables), Chunky Chaat Masala (for chaat), ("hot spice", multi-purpose) and Chicken Masala.

In addition to spices, it also manufactures incense sticks,Ayurvedic tooth powder and havan

samagri, a mixture for Hindu ritual sacrifices.

PRODUCTS

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GARAM MASALA CHICKEN CURRY MASALA

SAMBAR MASALA

HYDERABADI BIRYANI MASALA

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CHUTNEY PUDINA MASALA CHANA MASALA

3. CATCH

For over two decades, Catch spices have held an integral place in Indian Kitchens.

Revolutionizing the spice industry with best quality salt & spices available in innovative and

attractive table top packaging, Catch products have today become the pick of connoisseurs of

taste across the nation with the introduction of Catch Sprinklers. The dull looking table salt that

had the tendency to become soggy & clogged in humid conditions went under a complete

metamorphosis and reclaimed its place on the table top with all new attractive looks and easy to

dispense packaging. This makeover owes itself to the company’s unique production process and

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an advanced dispensing unit that neutralized moisture and kept salt free flowing to ensure a clean

and trouble free sprinkling.

The encouraging response to this extremely smart & stylish product encouraged the company to

extend the table top taste-makers to a wide variety of add-ons like black pepper, black salt, chat

masala etc. which was then followed by a wide range of other spices used extensively in Indian

households. But it’s not just the extensive range of spices that has made the Catch brand a

household name in the houses of multi-cultural country like India. The unmatched quality of

spices, handpicked from the fertile lands of country, blended and ground with low temperature

grinding techniques ensures that they reach you in their natural taste and aroma. Also, Catch

Salts & Spices is available across 6 product categories including Sprinklers, Basic Spices,

Blended Spices, Straight Premium Spices, Whole Spices and Hing with around 63 variants and

over 150 SKU’s.

No wonder, Catch Sprinkler has been chosen and recognized as a “Superbrand” commanding a

premium brand image & enjoys a leadership in the category of Sprinklers available in variety of

pack sizes and types to suit the diverse needs of the consumers. Best Raw Material: Catch

Spices are made from best quality raw material sourced from the best spice producing regions.

Stringent Quality Checks: Going through a series of rigorous quality test throughout the

process of procurement and manufacturing, Catch spices ensure a perfect hygiene with every

pinch that goes in to your food.

R&D Expertise: At Catch, all the products are developed only after extensive research &

development and a highly scientific process is adopted for packaging development to make sure

that what you buy is best in every respect.

All our endeavors, all our quality checks are to ensure that “Zara Sa Catch”  makes your every

bite a perfect one.

HISTORY

31

Catch Spices is India’s foremost spices brand known for its matchless product quality and

innovative approach. Catch spices are ground using the unique state-of-the-art Low Temperature

Grinding (LTG) technology, which prevents the evaporation of volatile & delicate oils from

spices. Catch Spices thus retain the original aroma and wholesome flavour of authentic spices.

The complete assortment comprises of a variety of salt and pepper sprinklers and a diverse range

of whole, ground and blended spices. Catch Spices are packed in food grade metal-lined cartons,

flexible laminates and convenient composite cans available in a variety of pack sizes.

Lending exquisite flavours and tantalizing aromas to every kitchen across the

nation………..Catch Spices.

PRODUCTS

MEAT MASALA

HALDI POWDER

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PEEPER HING

CHANA MASALA CORIANDER MASALA

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CHHOLE MASALA AMCHUR POWDER

4. PRIYA MASALA

The delicious beginning of Priya!

"PRIYA" is a registered trademark of Ushodaya Enterprises Private Limited

Once, making your favourite pickle was an arduous ritual: picking ingredients, washing, cutting,

pounding, grinding,preventing contamination and ensuring long life etc.

In 1980, the visionary Chairman of Ramoji Group, Sri Ramoji Rao created Priya. And it

revolutionized our entire pickle culture. It metamorphosed a great subjective art into an objective

scientific technique. It transformed an ancient technique into a contemporary process supported

by technology and management.

Priya launched its exploration of the world of taste with six flavours of pickles. Now it has

grown to about thirty six varieties of pickles, ten varieties of pastes, four varieties of spice

powders, six varieties of masala powders, five varieties of curry masala powders, seven varieties

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of traditional powders, twelve varieties of instant mixes, ten varieties of papads and has recently

introduced twenty nine varieties of ready to eat, and nine varieties of convenient mixes, twelve

varieties of snacks!

Priya is like India: rich, varied, now spicy, now sweet...

Today Priya is a global brand. It is the preferred choice of millions across the world, taking India

to nations and continents. Indeed, India and Priya are the darlings of the world!

PRODUCTS

BIRYANI MASALA CURRY LEAF POWDER

35

NUVVULA PODI RASAM POWDER

SAMBAR POWDER CHICKEN POWDER

5. RAMDEV MASALA

36

India, the Queen of Spices, has always attracted the world with her exotic masalas. In fact, the

connection goes back many centuries. To the time when travelers like Vasco da Gama and

Columbus were still exploring the geography of the Earth.Even then, the mystique of Indian

spices magnetised them to India and paved the way for a new chapter to be written in the annals

of time. 

'The lure of the unknown', which repeatedly brought visitors to the Spice Land, was the presence

of nature's rich elements in those fresh and highly aromatic spices. Spelling magic and carrying

an enviable aura, they left people spellbound. 

We, at Ramdev, have preserved the same values in all our products ever since we started as a

small unit in 1965, in Ahmedabad, India. A small step became a giant leap in no time. But there

was a binding force, a commitment that helped us keep our promise of purity and freshness in

our products for all these years. 

Our immense belief in the philosophy of 'reaching a customer's heart through quality' has

enabled us to spread the rich Indian heritage to millions of homes all over the globe. And that's

our pride. Indian food. The Indian way.

HISTORY

37

The main aim or reason for establishment of a business is to earn profit. Without profit

any business can run in the market. For, the same purpose RAMDEV FOOD PRODUCTS

PVT.LTD

RAMDEV FOOD PRODUCTS PVT.LTD industry is a manufacturer of super hing,

premium hing, super masala, gold masala, achar masala, groceries etc.

Ramdev food products pvt.ltd, industry was established in 1963. It established by

Rambhai patel as a traditional mill in 46 year back. He started a traditional flour mill at saraspur

in ahmedabad at the time he used to grind chilly, turmeric and other spices on order basis.

Be for 9 year he started making readymade masala. He started business with help of his

sons: Mr. Arvind bhai patel, & Mr. Pravin bhai patel in loose packing.

PRODUCTS

TURMERIC POWDER KANDA LASOON MASALA

38

HEENG PREMIUM GARAM MASALA

ACHAR MASALA CHAT MASALA

39

MARKETING STRATEGIES

MARKETING MIX

PLACE

Once of the p’s marketing mix is place includes communication channels,

coverage, assortment, location, inventory and transports. It resents convenience to users.

PROMOTION

Sales promotion is a key in guidance in marketing company consist of

device collection of invative tools mostly short term designed to simulate for quicker of

greater purchase of particular product to services by consumers or trade advertising offers

reason to e.g. cash refund, free samples, coupons, etc.

PRICE

Price is any time will be increase and decrease. And price is a value able

structure in a season.

MARKET SEGMENTATION

A company can not serve all customer in a broad market such as computation in masala.

The company there for company needs to identified the market segmentation that it is can

serve more effectively.

In simple words the market segmentation means “ A consists of a group of customers who

share a similar set of needs and wants.’’

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The marketer does not create the segments the marketers task is to identify the segments

and decide which one to target. Segment marketing offers key benefits over mass marketing.

The company can presumably better design, price, disclose and deliver the product or service

to satisfy the target market. The company also can fine – tune the marketing program and

activities to better reflect competitors marketing.

Every company are turning to micro marketing at one of the 4 levels

I. Segment marketing.

II. Niches marketing.

III. Local area marketing.

IV. Individuals marketing/customerization.

Segment marketing

A market segment consist of a group of customers who shares a similar set of needs &wants.

Groups can be distinguished &segment can be formed on basis of needs and wants for the

same product for example masala.

Low coast price

Good packaging

Good product

Market segment can be defined by the way of preferences segments. There will be 3 patterns

emerging,

Homogeneous preferences

Diffused preferences

Clustered preferences

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PRICING POLICY

Pricing policy are generally decided by top management . price is the

exchange value of product or service . through pricing policy we are going to establish the

relation between and sellers on pricing policy most of the marketing strategies or activities are

depended .

The broad factors that are affected to pricing :

Cost of production

Competitors pricing policy .

Market demand .

Product leadership.

Profit maximization .

Cost of product includes from begging of buying raw material ,

transportation , administrating it managing it was stock work in process managing cost finished

goods packing and dispatch cost transportation from retailer to consumer production labor cost .

These all costs can be broadly categorized in two

I. Direct cost ,

II. Indirectcost,

“

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ADVERTISING

Advertising is any paid from of non personal presentation of ideas goods of services by un

identified sponsor . advertising involves sting of advertising objectives budget message media

and as a control measurement .

STRETEGIES:

They have requested to women to convert from loose packing to

polypack than they signed a TV model for conveying massage to people that

“KHULE MASALE TO KABHI NAHI AUR

POLYPACK MAIN TO SIRF RAMDEV”

Than they emphasized or freshness and clearness so they develop this massage

“SUDDHATTA AUR TAJGI KA VADA”

After captaining loose spice market unit comes to know that women believe “Red” is the sign for

freshness.

Actually company believes and has proved it is not the more advertising because they

believes their target is satisfied so that their instant mix massage is

“BAAT BAAT ME TAIYAAR”

For instant mixes is “Gulab Jamun” they sometimes offer chilly powder free, recently they do

one advertising like under,

“BUY ONE GET ONE FREE”

They have made lucky draw for “MANGALSUTRA” and right now,

”TITAN LADIES WATCHES ARE GOING ON”

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DATA ANALYSIS AND INTERPRETATION

1. ARE YOU AWARE ABOUT SPICES OR MASALA?

YES NO

92% 8%

92%

8%

YESNO

According to survey 92% of peoples are aware about spices while 8% of peoples are not aware

about spices.

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2. ARE YOU AWARE ABOUT THE BRANDS OF SPICES?

YES NO

66% 34%

66%

34%

YES NO

According to survey 66% of people are aware about brands of spices while 34% of people are

not aware about brand of spices.

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3. DID YOU KNOW ABOUT PRICE AND QUANTITY OF SPICES?

YES NO

52% 46%

52%

46% YESNO

According to survey 52% of people are know about the price and quantity available in the market

of spices while 46% of people are not familiar with this.

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4. ARE YOU AWARE ABOUT THE PROMOTIONAL POLICIES OF SPICES?

YES NO

46% 54%

46%

54%

YESNO

According to survey 46% of people are aware about promotional policies of brands of spices

while 54% are not aware about this.

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5. WHICH BRAND OF SPICES DO YOU LIKE MOST?

EVEREST 37

MDH 26

CATCH 12

PRIYA 11

RAMDEV 14

37

26

12

11

14

EVERESTMDHCATCHPRIYARAMDEV

According to survey 37% of customers are like most to Everest masala while 26% of MDH, 12%

of Catch, 11% of Priya, and 14% of Ramdev masala.

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LIMITATION

Due to time and money consideration sample size was limited which is100 in retailers

and 100 in end users.

Findings are based on the information provided by the respondents during the study

which may be subject to personal bias.

Research was carried out in limited cities.

People were denying giving the answers.

The study is conducted in limited cities.

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