The spice business has indeed come of age!

         From being bartered and sold in the dusty lanes from old gunny sacks the spice and masala business is perhaps seeing its best times yet! India may have begun its trade with the world by forming the spice route and hawking spices around the world. The spice business has long been seen by many as  a dull and dreary business so much so that it was difficult to even attract talent to work in the industry.

        The spice industry is now a sexy industry to be in. Consumers have never had it better. Several factors have helped in bringing the spice industry back to the limelight.The growth of tv shows with celebrity chefs Like Masterchef Australia has sparked off a renewed interest in cooking. The use and application of spice in a variety of ways has helped consumers look at spices differently.The e-commerce business has broken geographical barriers and made hard to find spices and spice blends available across the nation.

        As Indian’s we do not like Pakistan winning a cricket match against India but we definitely love their aromatic meat masalas that are available online.

Grill Chicken

Barbeque

                                                            

        

            International travel has increased and the opportunity to dine and taste a variety of global cuisine have resulted in the popularity of grills/ Barbeques from Arabic countries. Masala blends for Kabsa and Mandhi are now available and popular on online grocery platforms. The interest making fast food style products such as pizza, burgers and fried chicken at home is now common as homemakers try to replicate restaurant style products at home.

Mandhi

Kabsa

                         

        

        Our appetite for protein has increased and our meat consumption is increasing at a rate of. The demand for more meat as a result of our higher income has also lead to a demand for masala for meat. New and innovative varieties of masala are being launched across chicken, meat and fish. These are done with good consumer insights keeping ease of preparation in mind.

        Improved global trade with India has made herbs like oregano, thyme, rosemary available to fans of Italian cuisine and British cuisine.

        The innovation in food has created new categories of spices and condiments like Desi Chinese with products like Schezwan chutney’s etc becoming major success stories.

E- Commerce

        The convenience offered by E-commerce platforms have made the consumer shopping experience a delight with quick deliveries, cash on delivery even for grocery shopping and of fantastic discounts and promotions to woo grocery shoppers.

Cash on Delivery

    

        Grocery shopping is the holy grail for e-commerce and the companies are taking all steps to grow this category as consumers are likely to make multiple transactions a month. 

        The pandemic has had a positive rub off on e-commerce shopping with consumers seeking refuge at home and shopping online.

        Spices can be an important category within the grocery basket as they offer a higher value vs the regular staples like sugar, rice and atta. 

These are indeed good times for both consumers and brand owners.

1. Consumer offers

2. Variants ( geographical barriers have been broken. Pakistani brands like Shan are doing roaring business online. Arabic and Chinese cuisine Mandi and Kabsa)

3. Meat consumption driving demand for meat masalas online

4. Search for exotic and gourmet ( karuvepillai chicken) ( mutton recipe from the Pandian kingdom)

5. TV shows/ celebrity chefs

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