A PROJECT REPORT ON

PRESENTED TO

In the partial fulfilment of Master of Business Administration

PRESENTED BY GROUP K (SECTION “A”)

SESSION 2023 - 2025

In the guidance of FACULTY MENTOR Sudeepta Pradhan

Submitted By:-

1. Anand Mishra (Seat no.98)

2. Ritik Sanghi(Seat no.99)
3. Bishal Sikdar(Seat no.86)
4. Ronit Saraogi(Seat no.82)
5. Palak Maheshwari(Seat no.83)
6. Aman Gupta(Seat No.84)
7. Adrija Das Gupta (Seat no.59)
8. Tushar Chatterjee(Seat no.93)
9. Minal Agarwal(Seat no.43)
 Acknowledgement
We would like to express our heartfelt gratitude to Ms. Sudeepta Pradhaan Ma’am, our esteemed
faculty, for her invaluable guidance and support throughout the process of completing our MDH
Spices detailed project.

We would also like to extend our sincere thanks to our group members, who participated
wholeheartedly and worked diligently despite any challenges we faced. Their commitment and
cooperation have been crucial in the successful completion of this project.

Additionally, we want to thank Mr. Manvendra, a trusted ex-employee of MDH Spices, for
sharing valuable insights into the spices industry. His expert knowledge and inputs have added
depth and relevance to our project.

We are also very thankful to IBS Hyderabad for giving us this opportunity and have proposed the
business history project program through which we have gained vast knowledge of this particular
spices industry and a good experience to be shared. My deepest and sincere gratitude to all those
who were directly or indirectly responsible for inspiring and guiding us whenever required.

We are truly grateful to all these individuals for their contributions, which have undoubtedly
enriched our learning experience and helped us grow both personally and professionally.

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 Executive Summary

MDH, a renowned spice brand in India, has a fascinating history dating back to its establishment
in 1919. Its founder, Mahashay Chunni Lal Gulati, started the business with a small spice shop in
Sialkot, which is now part of Pakistan. However, after the partition of India, the company
relocated to Delhi, where it flourished and became a household name.

The key to MDH's success lies in its unwavering commitment to quality and purity. Offering an
extensive range of ground and blended spices, MDH caters to a diverse array of culinary
preferences. The brand's emphasis on maintaining authentic taste and hygienic packaging has
earned the trust and loyalty of consumers not only in India but also across the globe.

The founder’s son, Mahashay Dharampal Gulati has taken MDH to new heights. MDH's growth
trajectory has been impressive, boasting a significant market share in the highly competitive
spice industry. Through expanding its product range and strengthening distribution channels,
MDH has established itself as a dominant player in the market. Adding to its success is the
popular advertising approach, featuring the charismatic Mahashay Dharampal Gulati as the
brand's charismatic face.

Beyond its business achievements, MDH actively engages in corporate social responsibility
(CSR) initiatives. The company's contributions to community development, healthcare, women's
empowerment, environmental conservation, and disaster relief have had a positive impact on
society and the environment.

Despite facing competition from other spice brands like Everest, Catch, and MTR etc. MDH's
rich heritage, steadfast commitment to quality, and philanthropic endeavours have set it apart and
firmly established its position as one of India's premier spice manufacturers.

Overall, MDH's inspiring journey, from a humble spice shop to a globally recognized brand,
epitomises determination, innovation, and social responsibility, truly making it the "King of
Spices."

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 Table of Contents

S.No Topics
1. Introduction
2. About The Founders
3. The History Of MDH
4. Growth Of MDH
5. Coping with Changes
6. Major Events And Timeline Of MDH Company
7. Impact Of CSR Activities Of Mahashian Di Hatti
Private Limited.
8. Competitors
9. SWOT Analysis
10. Conclusion
11. Bibliography

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 INTRODUCTION

Spices are the enchanting essence that elevates dishes from mere sustenance to culinary masterpieces.
For centuries, these aromatic wonders have captivated the senses, tantalising taste buds, and igniting
a culinary adventure. From ancient civilizations to modern kitchens, spices have played an integral
role in shaping the diverse landscape of global cuisine.

India has earned its well-deserved title as the 'land of spices,' a fact reinforced by a report from
Statista highlighting its position as one of the world's largest spice producers. Among the 109 spices
listed by the International Organisation for Standardisation, India impressively cultivates 75 diverse
varieties. Notably, Indian spices like black pepper, turmeric, and cloves have garnered immense
popularity in the global market. According to the India Brand Equity Foundation (IBEF), spice
exports from April 2020 to February 2021 amounted to an impressive $3.55 billion.

MDH, a trailblazing brand in the Indian market, has an intriguing success story that predates the term
'start-up.' Founded in 1919 by Mahashay Chunnilal Gulati in Sialkot, then part of British India and
now in Pakistan, the company has a rich history. Despite its roots in the Punjab province, it continues
to thrive with the association of the Mahashay Chunnilal Charitable Trust.

MDH, short for Mahashian Di Hatti, meaning 'respected man's shop,' has played a significant role in
adding flavour to millions of lives across India. The brand's journey from being a
refugee-turned-entrepreneur venture to a household name is awe-inspiring. MDH's innovative idea of
offering ready-to-use spices revolutionised the culinary world, both domestically and internationally,
making their flavours cherished worldwide.

At the core of MDH's concept lies the simple objective of providing convenience to housewives by
offering ready-to-use ground and blended spices, evoking a sense of nostalgia for the traditional
spices of their ancestors. The brand's diverse range of 60+ products, comprising over 150 packages,
caters to various culinary preferences. A testament to its popularity, MDH achieved an extraordinary
feat of packaging 30 tons of spices in a single day. This remarkable accomplishment speaks volumes
about MDH's influence and significance in the culinary landscape.

THE BEGINNING

During the colonial period, the British East India Company and later the British government exerted
control over India's resources, including spices. They established monopolies and trade regulations
that often favoured their own interests. This had mixed effects on the spice industry in India. On one
hand, it led to the commercialization of spice production and export, facilitating trade with other
parts of the British Empire and the world. On the other hand, it also disrupted traditional spice
trading practices and local economies, leading to the exploitation of farmers and artisans.

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How did MDH start?

The story begins in the year 1919 – when Mr. Dharampal’s father, Mahashay Chunni Lal Gulati had
set up a shop to sell spices. The shop was started under the name of 'Mahashian Di Hatti' (MDH)
which translates to 'a respected man's shop.

The partition of India and Pakistan left a trail of devastation for millions of families, including that of
Mr. Dharampal. Originally based in Sialkot, Pakistan, his family was uprooted and forced to move to
India, leaving behind their possessions forever. In Sialkot, his father ran a modest spice shop called
'Mahashian Di Hatti,' but the events of 1947 changed their lives forever. They sought refuge in
Amritsar and eventually settled in Delhi, where they found themselves in a rundown flat with no
basic amenities.

Amidst the hardships, Dharampal decided to take matters into his own hands. Borrowing Rs 1,500
from his father, he purchased a tonga (horse-driven rickshaw) and began ferrying passengers from
Connaught Place to Karol Bagh, charging a mere two aana per ride. However, the journey to success
was not easy; poverty and adversity sometimes left him with no passengers, and he faced verbal
abuse from some. But Dharampal was determined to rise above his circumstances.

Recognizing his true potential, Dharampal sold the tonga and rented a shop, naming it Mahashian Di
Hatti (MDH), where he began selling spices—the trade he learned from his father. His hard work and
perseverance paid off over the years, and the family's situation gradually improved. The once
struggling family could now afford three meals a day. Word of mouth about the 'spice maker from
Sialkot' spread, bringing in more customers and business. Local fame paved the way for expansion,

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and in 1953, Dharampal opened another MDH outlet in Chandni Chowk. From there, his business
continued to grow, with additional shops opened at Ajmal Khan Road, Karol Bagh, and beyond

In 1959 he bought a plot in Kirti Nagar to set up his own spice factory. From there, he built the
entire group to one of India's leading spices manufacturers expanding to 15 factories.

THE FOUNDERS

Mahashay Chunnilal Gulati

Mahashay Chunni Lal Gulati had set up a shop to sell spices. The shop was started under the name of
'Mahashian Di Hatti' (MDH) which translates to 'a respected man's shop'.

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Mahashay Dharampal Gulati: The Man,The Myth,The Legend.

Mahashay was also referred to as "masala king" and had cast a niche with his brand of spices
not only in India but across the world. Mahashay Dharampal Gulati was born to Mahashay
chunni lal Gulati and Mata Chanan Devi in a Khatri family on 27 March 1923 in Sialkot,
then-India (now in Punjab, Pakistan). Mahashay Dharampal was the second of three sons of
Chunnilal. He had two brothers and five sisters.His brothers, Mahashay Satpal and Dharamveer,
were also businessman.In 1941, when he was 18 years old, he got married to Lilawati, but in
1992, she died. He had two sons and six daughters.

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Dharampal's educational journey was brief, as he dropped out of school during Class 5, showing
little interest in studies. He tried his hand at various businesses, including selling mirrors, soap,
and attempting carpentry, but none of them took off. Eventually, he joined his father in the spice
business, which gained local popularity, earning them the moniker 'Deggi Mirch Wale.'
However, the India-Pakistan partition forced them to abandon everything and move to India,
arriving at a refugee camp in Amritsar when Dharampal was just 23 years old. With a mere
₹1500 in his pocket, he and his brother made their way to Delhi.
In Delhi, Dharampal bought a 'Tonga' and started ferrying people, but the income was
insufficient to support his family's needs. He then ventured into selling jaggery on Ajmal Khan
road. Gradually, he established a customer base selling Indian spices, pulse, oil, soap, and sugar
among other items. By early 1948, he purchased a plot on Khajoor road, Krishna gali, to open
an outlet for Indian spices. Simultaneously, he ran a modest 14 feet * 9ft shop on Ajmal Khan
Road, Karol Bagh, focusing on ground spices. The reputation of 'Sialkot's Spicemakers' began
to spread throughout Delhi, and MDH gained local fame. As the business flourished, Dharampal
expanded with the opening of another store in 1953.
A significant milestone for the company was introducing packaged masala, a move that
propelled MDH to great success in the Indian spices market. Over the years, the brand became a
household name, adorning the kitchen shelves of many Indian homes.
In 2017, at the remarkable age of 94, Dharampal held the prestigious title of the highest-paid
CEO in the Fast Moving Consumer Goods industry in India, earning over ₹210 million in
salary. His outstanding contributions were recognized when he was conferred the Padma
Bhushan award for Trade & Industry by the 14th President of India, Ram Nath Kovind, on 16
March 2019.
MDH LOGO

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MDH Tagline:
The brand has a catchy Jingle “Asli masale sach sach,MDH-MDH” which is also used for its
advertisement.

INDUSTRY OF SPICES IN INDIA:

India is the world’s largest spice patron. It is also one of the largest consumers and also exporter in a
variety of spices because of its knowledge. The product of different spices has been growing fleetly
over the last many times. product in 2021- 22 stood at10.87 million tonnes. During the year 2020- 21,
the import of spices in India reached an all-time high
both in terms of value and its volume.

India produces around 75 out of the 109 kinds of spice

which are listed by the International Organization for
Standardization (ISO) as mentioned before. The most
produced and exported spices are pepper, cardamom,
chilli, gusto, turmeric, coriander,etc. Out of these
spices, chilli, cumin, turmeric, gusto and coriander
makeup about 76 of the total products.
The largest spice manufacturing states in India are
Madhya Pradesh, Rajasthan, Gujarat, Andhra Pradesh,
Telangana, Karnataka, Maharashtra, Assam, Orissa,
Uttar Pradesh, West Bengal, Tamil Nadu and Kerala. India is the largest exporter of spice and the
items related to it. During April- Feb 2023, the country exported spices worth US$ 3,332.02 million.

In February 2023, the exports of spices from India increased by 44.12 toUS$379.51 million. In 2021-
22, India exported 1.53 million
tonnes of spices. From 2017- 18 to
2021- 22, the total exported volume
from India grew at a CAGR of 10.47.

Indeed, the import of value- added

products similar to spice canvases &
oleoresins grew both in terms of
value and volume; the import of
curry greasepaint/ paste increased in
terms of value and the import of mint
products increased in terms of
volume. India exported US$4.1
billion worth of spices in FY22.

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From this share, US$1.8 billion consisted of core spices like dried chilli, cumin, and turmeric which
were one of the major ones, and also over US$1.2 billion in exports of mint products, spice canvases,
and oleoresins.

India exported spices and spice products to around 180 destinations worldwide as of the year 2022.
The top destinations among the exported places were China, the USA, Bangladesh, Thailand, the
UAE, Sri Lanka, Malaysia, the UK, Indonesia, and Germany. These nine destinations comprised
further than 70 per cent of the total import earnings in 2020- 21. Chillies were the most exported
spice product from India. During 2021- 22, China importedUS$382.15 million in chilli. And in the
same period, the USA imported around US$115.02 million in chilli. The main products imported by
the USA are celery, cumin, curry greasepaint, fennel, fenugreek, garlic, chilli, and mint products.

THE HISTORY OF MDH:

Dharampal ji was ahead of his times in his practice of dealing pre-ground and pre-made spice mixes.
He would personally go home to home to deliver the order of spices to their guests.

He began to sell turmeric in jars to their

customers. Deggi-Mirch and Garam
Masala soon followed turmeric due to its
demand. The pre-processed packaged
masalas were starting to get popular and
MDH got its name as “Sialkot
Deggi-Mirch wale”.

Dharampal ji did all the making and

packing of his spices from his small shop.
Because of its time taking and tedious
procedure, the business later switched to
mechanically ground spices rather. The
beginning of the rise of MDH was done through the dedication, hard work, and foreseeing of
Dharampal ji.

Business success and expansion came from his innovative approach to packing ground spices, and
his reliable force chain, together with a focus on quality and chastity of spices.

TECHNIQUES USED BY MDH IN THE PAST:

An attractive advertising approach with a catchy clink promoted MDH products in an early television
commercial. MDH announced its Kitchen King, Garam Masala, Chana Masala and Deghi-Mirch
greasepaint packs, starring Shafi Inamdar and Neena Gupta. The clink stated that the appealing
aroma of the masala drew people to their food.

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Dharampalji’s entry into the advertising of his own brand gave it a boost and became an eye-catching
thing. It all started when an actor portraying the father of
the bridegroom in a MDH television commercial didn’t
show up for work. Dharampal ji took up the part. Since
then, he was a constant institution in all MDH
announcements, getting the face of the brand he'd created.
This was an out of the ordinary approach to creating brand
mindfulness.

piecemeal from the memorable jingle, the presence of

Dharampal Ji in the advertisements came notable too. He
became the “Dadaji” figure in the commercials, dressed in
traditional wear and tear and adorned with a string of
plums.

Dharampal ji blessed newlyweds and youths in some

MDH television commercials. In another television commercial, he was shown tête-à-tête examining
the spices, as the business expanded to overseas requests. In one of the television commercials the
ever smiling “Dadaji” sat with his hand plum choker, while an actor listed the different dishes in
which Kitchen King masala can be used. This marketable famed “100 times of affinity till
perpetuity” from 1919 till 2019.

The “Asli masale sach sach, MDH, MDH”

jingle ended with the tagline “the real
spice of India”. The commercials
effectively conveyed the brand’s substance
and the true virtuousness of the spices. The
“Dadaji'' image of Mahashay Dharampalji
added a real-world sense of family and
home, pressing the authenticity of spices
through times of wisdom. His presence
acted as a common link that connected
colourful MDH commercials through the
times.

Dharampalji got recognition and adoration from his numerous guests, “I’m not addicted to anything
but love”. MDH’s rise images his own rise to advertising stardom.

Advertising that creates distinctness by using the protagonist of the business has been used in other
diligence and countries as well.

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 GROWTH OF MDH

When we talk about the growth of MDH we should consider it from a border perspective. Since the
time of its incorporation MDH had faced a lot of hurdles in its growth due to various major events
which. When we talk about the growth it should not just be about the growth in terms of
finance/money but should also be about the different aspects of the company (overall development).

MDH Spices or Mahashian Di Hatti is a key player in the spice market not just in India but across the
world. India which is already popular as the global destination for spices has a number of spice
companies. MDH is the second largest spice company in the world and has around 62 different
products in 150 packages.
With Rs 1,191 crore in yearly sales (FY2021) and Rs 507 crore operating profit MDH is already
enjoying a 42.5 percent EBITDA margin - much higher than HUL's 25.2 per cent.
MDH has evolved since its incorporation in various domains and has set an example to the world
how a business should work during tough times. The important areas of growth were:-

● From hand ground spices in its early stages to automated machines in the current scenario.
● From one small shop to setting up fully automated manufacturing plants at Delhi, Gurgaon,
Nagpur, Ghaziabad and Amritsar etc during tough natural and political obstacles.
● From selling spices locally to exporting to 100+ countries.
● MDH is the second largest leader in the Indian Market with 12% market share.
● MDH turnover /operating income is Rs 500 cr.
● Its net worth has increased by 16.48%.

MDH growth was also possible because their primary motive was not to make money but to give
service and money should always be the by-product of the service “King of Spice”.

MDH today has a range of 62 products available in over 150 different packages. These include
ground and blended spices, which are free of preservatives. MDH also sells other products, such as
saffron. In 2022, there were rumours of it being sold to Unilever. MDH however has refuted all the
false rumours. MDH is one of India's biggest spice producers and sellers. It not just has a user base in
India but also overseas.

COPING UP WITH THE CHANGES:

MDH’s biggest challenge was to cope up with the modern day changes and a wide range of
competitors in the spice industry.
MDH has been successful & has still been the standalone giant due to the following reasons:

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 1. Quality speaks for itself: With the world moving at a high pace, the old players of the market
start losing their charm, but in case of MDH the foremost thing that they achieved was
people’s trust and having a loyal consumer base In an interview to The Economic Times,
Dharam Pal had once said, “My motivation to work is being sincere in product quality sold at
affordable prices.” This clearly indicates that quality is the cornerstone of MDH.Also, along
with quality, MDH ensured that the price was fixed keeping in mind the income of the Indian
middle class- the target market of MDH.

2. Attractive packaging of MDH and the authenticity over their marketing strategies where
Dharam Pal Ji , the MDH waale dadaji still advertising and endorsing the brand , It clicked
upon the joint family culture In fact his book describing his rise from a ‘tongawala’ to the
king of Indian spice market furthered his connection with people, inspiring them to achieve
their dreams.

3. For brands, CSR or corporate social responsibility helps to project a good brand image. It
increases customer retention, employee engagement and opens doors for investment
opportunities.This is another factor that sets MDH as a brand apart from others. Abiding by
its founder’s words, “Give to the world the best you can, and the best will come back to you
automatically”, the brand indulged in charitable activities way before the Indian government
made CSR mandatory for corporates.

As MDH continues to stand tall in the Indian market, its marketing strategy will keep guiding the
newer businesses, the story of the humble beginnings of its owner will continue to inspire people,
and its jingle ‘asli masale sach sach’ will continue to remain in the memory of the Indian consumers.

MAJOR EVENTS AND TIMELINE OF MDH COMPANY

1919-1947:

Mahashian Di Hatti (MDH) was founded by Mahashay Chunni Lal Gulati in Sialkot, which is now
part of Pakistan. After the partition of India, the company moved to Delhi, India, along with its
founder.

1959-1975:

MDH expanded its product range and began manufacturing various spice blends and masalas. The
company became popular nationwide in India, and its spices gained recognition for their quality and
authenticity.

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1993-2007:Mahashay Chunni Lal Gulati was honoured with the Padma Bhushan, one of India's
highest civilian awards, for his contributions to the spice industry.MDH received the Spices Board of
India's "Excellence in Exports" award for its significant export contributions.

2008-2019:

MDH received the Spices Board of India's "Excellence in Exports" award for its significant export
contributions. On its 100th anniversary, MDH celebrated a century of providing high-quality spices
to consumers in India and around the world.

2020-2022:

MDH has bought two industrial land in Gurgaon for Rs 120 crore. Mahashay Dharampal Gulati died
on 3rd December, 2020 at the age of 98 by cardiac arrest.

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 IMPACT OF CSR ACTIVITIES OF MAHASHIAN DI
HATTI PRIVATE LIMITED.
Corporate Social Responsibility (CSR) has emerged as a critical aspect of business operations, with
companies recognizing the need to contribute positively to society and the environment. Mahashian
Di Hatti Private Limited (MDH), one of India's leading spice manufacturers, has been actively
engaged in various CSR initiatives. This report aims to analyse the impact of MDH's CSR activities
on communities and the environment.

Community Development:

MDH has focused on empowering local communities through various initiatives. The company has
invested in educational programs, providing scholarships and infrastructure support to schools in
underprivileged areas. This has resulted in improved access to quality education for hundreds of
children, leading to increased literacy rates and enhanced employability prospects.

Healthcare Initiatives:

MDH has also contributed significantly to healthcare facilities in rural and urban areas. Through
partnerships with local healthcare organisations, MDH has organised medical camps, health
check-ups, and awareness campaigns, benefiting thousands of individuals. This has not only
improved health outcomes but has also reduced the burden on overburdened government healthcare
facilities.

Environmental Conservation:

Recognizing the importance of environmental sustainability, MDH has implemented various

eco-friendly practices in its operations. The company has adopted responsible waste management
systems, reduced water consumption, and invested in renewable energy sources. These efforts have
helped in minimising the company's carbon footprint and set an example for other industries to
follow.

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Women Empowerment:
MDH has taken significant steps towards empowering women through skill development programs
and vocational training. By offering training in various fields, including tailoring and handicrafts,
MDH has helped women become financially independent, improving their socio-economic status and
challenging traditional gender roles.

Disaster Relief:

MDH has shown exemplary responsiveness during times of natural disasters by providing immediate
relief and rehabilitation support to affected communities. The company's quick response and
generous contributions have been instrumental in aiding disaster-stricken regions in rebuilding their
lives.
Mahashian Di Hatti Private Limited's CSR initiatives have demonstrated a positive impact on society
and the environment. Through its community development programs, healthcare initiatives,
environmental conservation efforts, women empowerment projects, and disaster relief support, MDH
has become a model for responsible and socially conscious corporate practices. By continuing to
invest in CSR, MDH not only enhances its brand reputation but also plays a significant role in
fostering sustainable development and improving the lives of countless individuals across the
country.

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COMPETITORS

1. EVEREST

Everest is India’s No.1 spice brand that offers a wide range of whole spices and blends. With over 52
years of experience, Everest maintains the best standards of purity, freshness and authenticity in
every pack. Everest’s great taste of purity is backed by research, innovation and technology.
The success of Everest has reaped several rewards. It has been the proud recipient of the Superbrand
status 8 times – 2003, 2006, 2009, 2012, 2015, 2017, 2019 & 2021; it has also won the Consumer
Reaction award instituted by the Bharti Vidyapeeth Institute of Management Studies and Research
and DNA twice in both 2004 and 2005.

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2. CATCH

Catch Salts & Spices has been at the vanguard of the Indian spice market, adapting tradition and
bringing innovation at every step. Launched with revolutionary table top salt and pepper sprinklers in
1987, the brand enjoys a pivotal place in Indian kitchens.With a presence of nearly three decades in
India, Catch Spices is today a household name and synonymous with quality innovation. From pure
spices to whole ones, sprinklers to blended spices, Catch covers the entire spectrum of home and
professional cooking in India. The Catch spices are rich in aroma, and freshness and adhere to the
highest quality standards which involve the best processes of production, packaging and delivery to
customers.Business registered a compound annual growth rate (CAGR) of 5% over the past three
fiscals. Sales under the Catch brand (has a 2-3% market share in the organised spices segment) is
estimated at Rs 500-550 crore in fiscal 2021. Operating margin is estimated at 9% for fiscal 2021.
Hence, accrual of Rs 40-45 crore will adequately cover capital expenditure (capex) of Rs 15-20 crore
in the near term.

3.BADSHAH

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Badshah Masala’s journey began with humble beginnings. Our founder, Mr. Jawahar, embarked on a
remarkable path by selling spices in tin cans from his bicycle in the neighbourhood where he lived.
Little did he know that these initial steps would pave the way for a legendary brand in the Indian
food industry.Shares of consumer goods company Dabur rose 3% to Rs 548.1 in Thursday’s intraday
trade after the company reported a market share gain across 95% of its portfolio in Q2FY23 and
announced acquisition of Badshah Masala.

4.MTR

MTR Foods is a trusted name with a 90 year heritage that serves Authentic Indian Vegetarian cuisine
that brings joy to every household. With a diverse portfolio of packaged foods that spans various
regions in India, MTR makes the homemaker the ‘hero’ and brings a smile to the consumer's face
with a wide range of meals for the consumer. MTR Foods’ products are based on truly authentic
recipes from their region of origin with the help of culinary secrets that have been protected and
handed down over the generations. Blending authentic Indian flavours in modern formats, MTR
Foods keeps abreast with the evolving tastes of India. MTR serves consumers not only India but also
exports a wide range of packaged foods to global markets that include 21 countries including USA,
UK, Australia and Japan amongst others.MTR Foods, a Bengaluru-based processed food company,
has scaled up its online sales from 2.5 percent to 5 percent of the total sales in the last two years.
5.Eastern Condiments

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Eastern Condiments Pvt. Ltd. (ECPL), established in 1989 is one of the leading players in the Indian
spice market today. The company quickly expanded and diversified into a full-fledged manufacturer
and distributor of blended masalas and straight powders. ECPL today focuses its innovation towards
bringing authentic Indian food to its consumers and has continuously grown its portfolio to include
regional cuisine favourites of rice powders, beverages, pickles and other ready-to-eat meals. Eastern
Condiments has been awarded India’s largest spice exporter by the Spices Board of India for the last
23 years and exports its wide portfolio to GCC countries, US, UK, Canada, Europe, Singapore,
Malaysia, Maldives, Yemen, and Australia among others. Headquartered in Kochi, Kerala, Eastern
Condiments is a subsidiary of Norwegian conglomerate Orkla.

6. Pushp Masala

Established in 1974 , pushp masale is a pioneer in the field of processing and manufacturing of pure
spices ,ctc spices ,blend spices, ready to cook and newly launched western spices and other food
solutions for your kitchen . Pushp's products include coriander, turmeric and chilli powder, other pure
spices (hing, cumin powder, dry ginger powder, pepper powder), blended spices (garam masala,
achar masala, chat masala, etc) and value added items such as lemon cool masala and Jaljira. The
company recorded a revenue of Rs 165 crore in FY20.

HOW MDH MASALA IS DIFFERENT FROM ITS COMPETITORS

Here are some ways in which MDH Masala has traditionally set itself apart from its competitors:

1. Heritage and Legacy: MDH has a long and rich history dating back to 1919 when it was founded
by Mahashay Chuni Lal Gulati. The company's legacy and legacy has helped build trust and
confidence in customers over the years.

2. Quality and Purity: MDH is known for its commitment to providing quality and pure
fragrances.The company supplies the best ingredients and maintains strict quality control systems to
ensure customers receive authentic and delicious spices.

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 3. Assortment: MDH offers a wide variety of spices and masala, catering to different regional and
cultural tastes across India. MDH has a wide range of products, from simple spices like cumin and
turmeric to complex seasonings for specialty dishes.

4.Hygienic Dressing: The brand offers hygienic dressing to maintain the freshness and quality of the
products. The packaging is also designed to preserve the flavour and aroma of the spices.

5. Popular and Trusted Brand: MDH has built a strong brand presence over the years and has
become a well-known name in India. Its popularity and wide availability has led to its success.

6. Authentic taste: MDH masala is known for adding sweetness to Indian dishes, making them the
choice for home cooking.

7. Consumer Awareness and Marketing: MDH invests in marketing and advertising that helps
build good brand recall and awareness among consumers. His catchy songs and the main character
named Mahashay Dharampal Gulati became the difference of the genre.

8. Export business: MDH also entered the international market and further expanded its services
and customers by exporting to many countries.

SWOT ANALYSIS
Strengths:

● First Mover Advantage- MDH was one of the first companies to realise the scope of ready
made masalas pioneering the idea of grinding spices and selling in packets thus helping them
establish their presence in the spices market globally .
● Strong market presence with high valuation and settled distribution channels.- MDH which is
valued at ₹300 crore is a market leader with around 82% share in the global market . The
company has major varieties of blended and whole spices exporting to around 50 countries.
The company also has a strong distribution channel of 1000 distributors and over 800000
retail dealers.
● Quality - MDH, being conscious of retaining the Indianness of spices source their whole
spices from authentic vendors only. They also follow strict quality norms to ensure that the
smell and texture remain intact.

Weakness:

● Low penetration in the South Indian market- The majority of MDH's masala mixes are
geared toward North Indian tastes and recipes, such as Rajma Masala, Pav Bhaji, Shahi
Paneer, and Chole Masala. As a result, MDH is regarded as a North Indian masala brand.
However they have South Indian Flavour Blends like Sambar Masala they are not bona fide
in taste and hence not famous.

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 ● Vegetarian category oriented- MDH primarily focuses on vegetarian spice mixes and they
have a poor presence in the ready to eat category as well.In the long run, their market share
will be impacted by these two growing areas of demand in India.
● Additives, ingredients, and composition-There are charges of corruption and blending of
added substances n masala powders and however there have been no immediate references to
MDH like any remaining players in the market MDH is additionally under the scanner for
such practices.

Opportunities:

● Ready to eat segment- The customer is willing to spend on ready to use products and thus
there will be a surge in demand for processed and semi-processed food. There is currently a
low number of such Indian products in the market and this is an area that spice companies
can easily target.
● Venturing into manufacturing & selling of intense sticks, Hing, toothpowder- MDH
ventured into manufacturing and selling incense sticks, Hing, tooth powder and soya, which
increased its presence and encouraged more shelf space and cross selling for its products.

Threats:

● High competitive market- Some of the major competitors of MDH are Everest, MTR,
Maiyas, Shaan etc. Many companies are also trying to promote organic masala powders and
this the company will need to manage in the future .
● Intervention of Govt. In import & export- Intervention of Government and import and export
of spices is causing upheavals in the market thus affecting both demand and price.

● Constant increase in cost of raw materials, fuels, power- The continuous increase in cost of
raw materials, fuels and power is a point of concern.

CONCLUSION
MDH, a trailblazing brand in the Indian market, has an intriguing success story that predates the term
'start-up.' Founded in 1919 by Mahashay Chunnilal Gulati in Sialkot, then part of British India, and
now in Pakistan, the company has a rich history. Despite its roots in the Punjab province, it continues
to thrive with the Mahashay Chunnilal Charitable Trust association.

MDH today has a range of 62 products in over 150 different packages. The products are divided into
4 segments: ground spices, blended spices, other products, and recipes. Other products include
saffron and religious goods.

The brand has a catchy Jingle “Asli masale sach sach, MDH-MDH '' used for its advertisement.

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The species industry in India is continuously growing. In 2016-2017 the production of species was
10.4 million tonnes and then there was a slight fall in production and again in 2020-2021, the
production of species rose to 10.9 million tonnes.

MDH has also created an impact in society through their CSR activities as they have contributed to
community development, healthcare by setting up hospitals and health check-ups, and awareness
campaigns, women empowerment by providing them training in different fields, environmental
conservation by adopting eco-friendly practices in their productions.
MDH has a well-known brand in the market and has different competitors in the market like Everest,
Catch, Badshah, Mtr, Pushp Masala, and Eastern Condiments but to remain and be competitive in the
market they are maintaining the quality and purity of the masala,hygienic dressing, authentic taste,
customer awareness, and marketing & most important they have a heritage and legacy from past
years.

The brand's commitment to philanthropy and social initiatives added another layer to its success,
showcasing a sense of responsibility towards the community and endearing it to a broader audience.
Till now MDH masala has been awarded with different awards whether national or international like:
● Mahashay Dharampal received the ITID Quality excellence award from Shri Pranab
Mukherjee
● Mahashay Dharampal receiving Dadabhai Naoroji Award from sh.T.N. Chaturvedi
● Mahashay Dharampal received the “Arch of Europe” award for excellence in quality in Paris.

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 BIBLIOGRAPHY

● https://brandyuva.in/2019/08/marketing-strategies-of-mdh.html
● https://packagingsouthasia.com/application/fmcg/mdh-modern-spice/
● https://www.slideshare.net/TakshuJagga1/mdh-case-study
● https://en.wikipedia.org/wiki/MDH_(spice_company)

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