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Introduction:
With the philosophy of ‘reaching our customers' hearts through their taste buds’, Ramdev
Masala Private Limited has been successful in taking Indian spices and tastes to millions of
homes across the globe. Ramdev Food Products Pvt Ltd. was amongst the first few companies to venture
into branded spices. The spices market in India was largely an organized sector. The company grew from a
small flour mill to a big concern with a decent product mix within a short span. The turnover of the company
grew from Rs1 crore in 1989 to Rs 82 crore in 2007-2008 and to 500 crore in 2024. The company has also
made its presence felt in the international market. It had been following a dual branding strategy for catering to
the global market. Within the country, it had been competing with big-time players like MDH, Badshah, and
Eastern through continuous innovations in packaging, excellent quality, and a strong distribution network. The
company has also gone for diversification, thereby enriching its product portfolio. The brand Ramdev has
been a pioneer in many food-related offerings ranging from basic masalas to instant mixes.
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Industry: Food and Beverage Services
Company size: 1,001-5,000 employees
Headquarters: Ahmedabad, GUJARAT
Founded: 1965
Specialties: Spices, Blended Spices, Snacks, Namkeen, Instant Mixes, Chutney & Paste,
and Strong Hing
Turnover: Over INR 500 cr for the financial year ending on 31 March 2023.
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HISTORY
The story of Ramdev began in 1965 when the founder the late Shri Rambhai C. Patel
established the brand ‘Ramdev’ in Ahmedabad. ‘Spice up Lives’ was a thought envisioned by
the founder and the company strives to live up to it every day. The current Chairman of
Ramdev Food Products Pvt. Ltd. and son of the founder, Shri Hasmukhbhai Rambhai Patel
took the legacy forward. In 1989 he took the momentous decision of launching spices in
attractive and convenient polypacks and created a distinctive brand image and value. It also
expanded its portfolio to include Asafoetida (Hing) and streamlined its production processes to
receive Agmark recognition. By the mid-90s, Ramdev was a renowned brand across India in the
world of spices. The rest is history.
1965
Late Shri Rambhai Patel established the brand ‘Ramdev” in the Business of spices in
Ahmedabad
1989
Consumer packs of masala in poly
pouches launched under the Ramdev brand.
1991
Ramdev ‘Instant Mix’ packs launched.
1992
Ramdev Launches
Hing Powder with Agmark for the
first time in India.
2006
ISO 2000-2005 certified company.
2011
Ramdev was awarded the National Award
for outstanding quality of products.
2015
Celebrated 50 Years of Ramdev
2016
Ramdev Launches
Range of Snacks
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Infrastructure: The company’s large infrastructure and facility is marked by plush
green areas all around. As we enter its main facility area we come face to face with
innovation and technology at its very best. A robust building, the latest machinery and
equipment, complete automation, exceptional cleanliness, hygiene-driven protocols, and competent
manpower define its state-of-the-art food plant.
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VISION To be unequivocally known as the Monarch of Spices in the Land of Spices, India.
MISSION
* To maintain the stronghold of Indian spices across the world
* To introduce Indian spices into cuisines
* To devise newer technology and methods to reach quality spices in the quickest possible time
to our customers
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Marketing and Branding strategies:
Ramdev Masala has a huge brand recall which has helped the brand to maintain
its market position in India for over 50+ years. The brand believes in a Pull
Strategy rather than a Push by emphasizing TV ads.
The brand focuses on establishing its authenticity and ‘traditional’ vibe
with all its communication.
Here are some marketing and advertising tactics that have helped the company factor in growth
1. The company has intensive marketing done via print, TV, and digital
mediums. They also have a good offline marketing strategy by advertising
in local magazines, food magazines, women-centric magazines, and
hoardings.
2. Most of the marketing of the company is done through TV ads with the
tagline “The Taste of Good Life Foods”.
3. Ramdev's 15-second TV commercial, Family Dinner from the Sauces, Seasoning & Salad Dressings
industry has made a huge impact on the audience.
4. The company’s ad for Ramdev Hing – Tadke ki Dibiya had a mass appeal and established its product
Hing as the most trusted spice in this segment
5. The company also spends on newspaper ads for the branding.
6. Social Media platforms are also used by the company to reach a lot of
people.
7. The company has a dedicated YouTube channel to launch new campaigns
apart from being socially present on Instagram and Facebook.
Market Share
Ramdev Masala is one of the leaders in its category with over 12% market
share. It is an undisputed leader in North India with over 40% of the market
share under its belt.
Target Segmentation
North Indian, Eastern, and Rajasthani people prefer Spicy food
South Indians prefer Black Pepper and Sambhar Masala
Foreigners prefer Chicken Masala
Target Positioning
Traditional
Hygienic
Full of Flavour
Tasty
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Supply Chain and Distribution Network:
The company attributes its success to its supply chain -from contract farming
and sourcing spices from Karnataka and Rajasthan to Afghanistan and Iran.
Ramdev Masala has a strong offline and online retail chain. Be it in our nearby stores or on our
smartphones, we can easily find Ramdev masala and buy its products.
A wide range of products can be ordered online from the below stores:
Amazon
[Link].
The company’s Outreach in India is spread over:
14 States…
79 Cities…
1250 Distributors & Dealers…
20,000+ Retailers
100 Million+ Families
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Global Expansion and Market presence:
The company has a strong International Outreach.
Currently, it is Trending worldwide tastefully and has
captured the Indian spices market in many other countries.
US, Canada, the UK, France, China
South Africa
Uganda
Nigeria
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The following sustainability and quality control are adopted in the supply chain to ensure the
highest quality products:
Quality Assurance: Ramdev sources the finest spices from across
the country, ensuring that only the highest quality ingredients find
their way into their masala powders.
Stringent Quality Checks: Each batch of Ramdev masala
undergoes rigorous testing to maintain consistency and quality. This
dedication to excellence is what sets Ramdev apart in the world of
spices.
No Compromises on Health: Ramdev understands the
importance of a healthy lifestyle. Their masala powders are free
from artificial additives, preservatives, and MSG, making them a
wholesome choice for families.
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Challenges:
The company faces several challenges as below:
Tariffs and Trade Barriers: Tariffs and trade barriers imposed by
developed countries pose significant obstacles for Ramdev
Masala in exporting. Despite being a major producer and
exporter of spices, the company faces stiff competition from
other exporting nations in accessing lucrative markets.
Quality of Raw material: The company struggles to maintain the
high quality of raw materials received from local farmers
Low productivity: Indian spice farmers have low productivity compared to their counterparts
in other countries. This is due to several factors, including the use of outdated farming
practices, lack of access to irrigation, and poor infrastructure.
Competition from other countries: Ramdev Masala faces competition
from other major spice producers such as Everest, and MDH in the Indian
market and China, Vietnam, and Indonesia in the international market.
These countries have lower labor costs and can produce spices at a lower
price.
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CSR:
The company is committed to making a positive impact within
its local communities.
It operates in an ethical, sustainable, and environmentally
positive manner while supporting our local communities
through our charitable and social impact goals.
The company has implemented policies and practices to
reduce our carbon footprint, minimize waste, create
positive change locally, and promote consistent,
sustainable business practices.
The company adheres to fair labor practices. It believes
that by treating employees, suppliers, and partners with
respect, dignity, and fairness, it can contribute to
creating a better future for all.
The company’s charitable efforts include donations to
Hospital care, Education, mental health, sports
foundations, combating child poverty, and more.
Ramdev Masala works with local businesses that share
its corporate social responsibility goals
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Impacts of sustainability practices and CSR:
With a high focus on quality control and sustainability
practices, the brand has established itself as the most trusted
brand in the spices segment and captured a major market
share in India and abroad. Over the years, the company has
built a strong connection and brand value with its target
audience including women, chefs, and hotel chains. For example,
Ramdev Strong Hing is the secret of many chefs and homemakers around the world to add authentic Indian
flavor to their dishes
Sustainability Practices
The company is committed to:
Delivering the highest quality products to the customers
Investing heavily in research and development to develop new products and improve the
existing ones
Having a rigorous quality control process in place to ensure that all of the products meet
high standards
Conclusion: The company holds utmost pride in the fact that Ramdev Food Products has
established India’s heritage across the world through Indian food, The Indian way.
I am here to Spice up Lives!
~ Late Shri Rambhai Patel
A Spice walk
A journey that taught and nourished
50 Saal Swad Ke,
50 Saal Pyaar ke
The Legacy of Fine Taste and Immense
Love
16 States across India
1 Lakh + Retailers
1338 Distributors
10 Crores+ Happy Families
The Export Elites
Best Seller Overseas
One Big Ft
Indian Family!
Explore Domestic Basket
Domestic Network
+-
The zoom level changed to 1
14 States…
79 Cities…
1250 Distributors & Dealers…
20,000+ Retailers
100 Million+ Families
One Big
Indian Family!
Trending
Worldwide,
Tastefully!
International Network
International Network
