HISTORY OF INDIAN SPICES

The story of Indian Spices goes back to 7000 years into the past. It is chequered history of lands discovered or destroyed, kingdoms built or brought down, wars won or lost, treaties made or flouted, favours sought or offered. Today Indian Spices hold the same spell. Within the past ten years the international trade in spices has grown by leaps and bounds. An estimated 500,000 tonnes of spices and herbs valued at 1500 million US dollars are now imported globally every year. An impressive one fourth of this supply comes from India. India's exports of spice extracts have shown spectacular growth attaining over 50 percent of the global market within a short span. Over the past decade, the Indian Spices industry has made quality the cutting edge of its global game plan. In recent years, export of Indian Spices has been taking giant leaps. The Indian export of spices has crossed the 350 million US dollar mark during 1997-98. This remarkable achievement is born of a sea change in the industry scenario. From traditional commodity exports, Indian Spices have evolved into a state-of-the-art industry. The Spices Board India (Ministry of Commerce, Government of India) is the apex body for the export promotion of Indian Spices. Established in 1987, the Board is the catalyst of these dramatic transitions. The Board has been with the Indian Spice industry every step of the way. The Board plays a far reaching and influential role as a developmental, regulatory and promotional agency for Indian Spices.

THE MAKING
It was 1958. The vision of 2 men was about to revolutionise the Indian spice industry. With humble beginnings, the Jhaveris were consciously treading the path of success, with their indefatigale spirit of entrepreneurship. Today, after 4 decades their spice brand Badshah has reached the epitome of culinary excellence and authenticity, and even today the next generation of the Jhaveris is carrying on this tradition of aroma and taste, with impressive innovation techniques and a qualitative business approach. A pioneer in Ground Spices and Spice blends, the Jhaveris have propounded new flavours and aromas that have made Badshah a brand of international repute.

Late Shree Ramanlal J. Jhaveri

Late Shree Jawarharlal J. Jhaveri

BADSHAH MASALA
In the span of 4 decades, Jhaveri Industries has garnered international acceptance and it's own brand equity in the world spice arena. Under it's brand name Badshah, Jhaveri Industries has been formulating new flavours and aromas through it's innovative research techniques. Today, Badshah is synonymous with aromatic fervour and genuine quality. Winner of many prestigious awards, including the " Mera Brand Award ", Badshah is the first choice of households across the Indian subcontinent and is fast emerging as a global phenomenon. With 1/3rd of our sales accounting in exports, Badshah has carved a niche of it's own in the international spice market. The manufacturing unit located at Umergaon (Gujarat), has been mandibly supported by our administration office in Mumbai. Our unique research methodology helps us understand the latest food and spice preferences, keeping in mind the geographical location , religion and traditional cuisines of any particular region. They believe that culinary skill requires the proper use of spices to enhance colour, taste and flavour of the food. The purpose of spices as additives is to make food more appetising for everyone, especially children. Spices act as a good preservative and are rich in antioxidant properties. Spices were a major attraction for European settlers in our country several years ago. They procure raw materials from the best fields in India, and quality control checks are regularly carried out only under our personal supervision. The formulae of our spice blends is a very closely guarded family secret, as any particular patent is derived only after years of meticulous hard work and research. The vast range of spices Badshah offers you makes everyday bland food more appealing , nutritious and interesting. With the introduction of small economy packs, our products are now penetrating even into the smallest of Indian centres. Their entrepreneurial jargon since the last 4 decades remains the same and that is- " Catering national and international households with unbeaten flavour , enchanting aromas with a necessary nutritional value ".

Products:
Badshah masala produces three types of products:-

Blended Spices
Blended spices are those spices which are prepared by mixing various spices to make a single spice. For example Pulav masala, Pani puri masala Some blended spices made by Badshah masala are-

Kamal Tea Masala Now enjoy mankind's most preferred beverage Tea, with Badshah Kamal Tea Masala and let it's unique formulation and aromatic fervour capture your senses. Not only does it enhance taste and aroma, it's antioxidant properties refresh your mood and senses. Ingredients: Black Pepper Big Cardamom Pepper Root Curry Leaves Clove Leaves Cardamom Taj Ginger Cloves

Kasuri Methi Add Badshah Kasuri Methi to any traditional recipe. It creates a lingering flavour and gives sensational taste to vegetables, curries and dals. Mix with flour and enjoy Parathas, Theplas, Chappatis or Nans. This specially formulated spice creates a traditional fervour that becomes synonymous with the identity of your kitchen. Ingredients: Dry Kasuri Methi only

Grounded Spices
Grounded spices are those spices which are made with a single spice by crushing the spices like coriander, turmeric, ginger, chilly to make a spice which enhances the taste and aroma of the particular spice. Some grounded spices made by Badshah masala are-

Kashmiri Chilly Powder This vibrant and tasty red chili powder imparts a rich flavour and colour to the dishes it is used in. Used in Tandoori and other barbecue marinades. Mainly used in Indian and Pakistani curries to create the attractive red colour.

White Pepper Powder Badshah White Pepper can be used in pickling spices and marinades. It can also be used in light coloured foods such as sauces, soups and salads. It is especially popular in European cuisine. Badshah has made this popular, but rare spice so easily available now. So just go ahead and savour it's taste and genuine aroma.

Asafoetida (Hing)
Hing Badshah offers you the best of this ground spice. Hing not only gives bland food taste and scent , it is also very soothing for the stomach. Indian history and mythology show us how Hing can cure chronic stomach and colic ailments.

Processing
Our success story as a brand lies in the fact that we have never compromised on quality standards. As the undisputed King of Indian Spices, we only deliver Agmark certified products. As all spices are organic, food fungus tends to set into them easily. The spice powders are desiccated, i.e dehumidified and dried by heavy dehumidifying machinery and then put into air and water tight plastic bags after being carefully weighed .Our emphasis has always been on "A" Grade quality raw materials, that are meticulously inspected from the country's best fields. The cleaning , roasting and blending is carried out in a fully automated plant. We have our own Quality Control laboratory for the scrutiny of quality. The quality of raw materials, proportions, blends must meet the authentic standards set by the company.

Quality ensured
The plastic bags are sealed in hi-tech well sanitized and sterilized laboratories, taking care of all the guidelines set by the Food and Drug Administration. The hygienic measures taken maintain the standards of cleanliness and purity. The spice handling is untouched by human hands and the sealing of the plastic bags is done under the supervision of experienced laboratory technicians. This whole procedure always takes place under the personal supervision of the Jhaveris themselves. The cardboard boxes in which these plastic bags are put in are well packed by our Hi-Tech machinery.

Packaging
These attractive looking boxes have the picture of the spice used in meals with the directions for use. Contents are generally mentioned on the sides and the back of these cardboard boxes. The shelf life ranges to years if the contents are stored and preserved properly. Our unconditional concern for our customers has unanimously made us the " King Of Spices ", synonymous to our brand name, in the domestic and international markets . Suggestive inputs from our all India network and representatives at major world centres help us maintain the world class quality at all times

Mera Brand Award

Top brands in FMCG, durables and appliances, and communication, service provides & media were given their due accolades at the "Mera Brand" awards organised by AMGF Intercorp Ltd. TNS India has been the official research partner and Ernst & Young was the official notary for the awards.

Badshah masala was voted the Indias Most Preferred Brand in 2004.

Competition
The main issue with processed food consumption in a developing country like india is the fragmentation of brands due to the lack of a leading and strong financial player. Also, there is a lot of micro marketing and market segmentation taking place in the southern states. An everest masala stands no chance against a locally made and marketed Achi masala with a much loved tamil actress manorama promoting the product in local tamil or a sakthi masala. Inspite of having revenue of Rs.50 to Rs. 250 crore it has been observed that Badshah Masala is not having a fair share of the current spices market. Many players like MDH, Everest, Catch, MTR, Aachi, Sakthi, Priya and JK spices. Badshah masala has a mere 3% share. .