View
48
Download
0
Category
Preview:
Citation preview
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.
1
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.
2
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.
3
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.
4
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.
5
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
6
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
7
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.
8
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.
9
OBJECTIVES
1.
2.
3.
4.
10
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.
11
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.
12
- 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.
13
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.
14
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.
15
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.
16
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.
17
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.
18
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.
19
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.
20
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]
21
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.
22
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.
23
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.
24
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.
25
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.
26
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
27
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
28
GARAM MASALA CHICKEN CURRY MASALA
SAMBAR MASALA
HYDERABADI BIRYANI MASALA
29
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
30
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
32
PEEPER HING
CHANA MASALA CORIANDER MASALA
33
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
34
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.’’
40
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
41
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,
“
42
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”
43
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.
44
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.
45
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.
46
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.
47
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.
48
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.
49
Recommended