Marketing Indian Masalas

Though spices or masalas are consumed worldwide, they have a special place in Indian cuisine. Some ads that display the inclusion of 32 seasonings in a food recipe are not at all misquoting. There is a vast list of spices that go in Indian food some of them are commonly used in daily diet others are used as per the recipe.  Remember they are associated with health and nutrition as well as taste. Ayurvedic practitioners have been using them as medicine and as a daily part of a healthy routine. The common man in India is well associated with ingredients that are added to Indian Chai or Chaitea for treating colds and coughs. There is a division in the ingredients due to some herbs, roots, and fruits labeled as medicinal while others are used in the cuisine. On the health ground, some of the medicinal ingredients are added to recipes as curative and preventive in India.        

Labeling Indian spices as hot and intolerable is not correct for only a few ingredients impart heat while most of them are flavorful and aromatic. Most of the masala is grown in the country in different regions while some are imported.

Marketing Masalas  

The market is flourishing domestically, but large quantities are being exported worldwide. The Indian spice market was valued at Rs. 142569.00 lakh crores in the year 2021 and is expected to grow to Rs.270928 lakh crores by the year 2027.

In the country, the spices are sold locally in loose form by wholesalers and retailers. These are next-door kirana shops that cater to the daily needs of the people. But in the last decade, the seasonings are being sold in consumer packets. These are branded packets processed and sold by large consumer product companies. The branded spice category only accounts for a volume of Rs.25,000 crores but is expected to double exponentially to Rs.50,000 crores.    

So vast is the consumption of masalas in the country that all major players have entered the market. These are available in attractive hygienically priced sealed packets. While the popularity of packed masalas is on the rise one aspect is downplaying their use. In the case of these packed substances, there is no guarantee of authenticity and to ward off stiff competition 2nd rate companies may be using low-quality or even cheap adulterants. This is the major drawback most FMCG companies in this category are going to face.

ready to cook masalas

Enter PreMix Whole Spices

Noting the drawback some innovative FMCG companies in India are using a different paradigm. They are selling whole spices carefully chosen for taste and quality.  To promote ready to cook meal concept these premix fusion spices are being sold dedicated to a popular recipe. These are recipe mixes of popular food items sold in the country. All you have to do is roast and grind, and add to the recipe being prepared. In this whole spice premix paradigm, consumers know what is in the packet. This is the biggest advantage of the new concept.