From a variety of rich and high quality Indian condiments, to delectable spice chocolates and personal care products, Spices India has everything to offer. By Vaishnavi Singh
Indian spices have tantalised and fascinated everybody from time immemorial. Known as the ‘Spice Bowl of the World’, India has captured yet another flavour of its culture as it embarked on its own spicy journey. The line of signature stores, Spices India, an initiative of the 1987—established Spices Board, inaugurated two of its stores in Delhi. One of the store has been opened on the arterial Janpath road and the other at Dilli Haat. The stores take one back to our traditional Indian roots with the eclectic variety of spices and value—added products they provide.
“The stores seek to promote finest quality of spices across the globe,” A Jayathilak, Chairman of Spices Board said. The store exudes simplicity and modernity, with a touch of Indian-ness to it. It looks to give tourists a taste of Indian culture along with popularising the indigenous spices of the country. This signature line of stores’ offers a superior bonanza of Indian spices like clove, cardamom, pepper, cumin, turmeric, asafoetida, et al. “The concept of coming up with such stores is important to make the consumers realise that Indian spices rank high in quality and authenticity. This idea led to the creation of a unique Indian brand to be promoted in the domestic and international markets,” Jayathilak commented.
The stores were inaugurated by the Union Commerce Secretary, Rajeev Kher, IAS. He said, “Purity and quality will be the hallmarks of such outlets. Strict adherence should be made to the correctness of weight and quality. India thrives on spices; so does the world now. Spices are class-neutral. Some spice or the other is to be found in everyone’s palate in our country.” He also suggested setting up of Knowledge Kisoks within the outlets to provide information to visitors on spices grown in various states. “We also need to popularise Spices India among the domestic tourist,” he further added.
This remarkable endeavour also offers various value— added products. Specially manufactured bathing soaps, shampoos, face wash, perfumes and creams made from selected fragrant spices are also available at the stores. These natural products are a great way of revitalising and nourishing the skin. The shops also sell aromatic gel candles as a key attraction. These are available with the fragrance of nutmeg, clove, cardamom, mint, vanilla and cinnamon.
The Spice Board's own top quality brand, Flavourit, offers indigenous spices and other supplementary products which are available at the store. “Flavourit procures its products directly from farmer societies and small scale growers, thereby supporting them and providing them with a platform to rise. We make certain that we buy a certain grade of spices from these growers which we help them grow, in the process ensuring superior quality of our products,” Jayathilak vocalised. These stores also seek to provide information about the Spices Board and agricultural practices , and assistance to exporters and entrepreneurs with their spice related business.
Spices India works on a franchise set up. A Jayathilak informed us, “The Board has put in the money here but we are looking for more players to come and own this business.” These one—of—their—kind stores aim to offer an experiential centre for customers to touch, smell and feel spices and educate them on their various culinary, nutraceutical and medicinal uses. In lieu with this objective, the store has a unique tasting table situated in the middle of its floor. This Spice Kitchen has an array of spices on display for anyone to go and taste them. Apart from this special Spice Kitchen, the store also offers a separate sitting area where one can browse through cook books, maps where the spices are grown in the country and documentaries on various exotic spices. There are plans to introduce a small section for visitors to get tea and coffee from while perusing the books.
Another impressive product marketed by these stores is spice chocolates. These exotic and delicious chocolates are a unique creation to promote Indian spices among chocolate lovers and adventurous foodies. These Flavourit spice chocolates are available in six flavours; cumin, chilli, clove, cardamom, mace and cinnamon which add a new texture to the normal chocolates available in the markets. One can taste these chocolates before buying them from the Spice Kitchen set up present at each outlet. These signature stores are more than just retail outlets. “We also offer our customers pre—packed gift boxes and containers. These boxes have an assortment of the finest spices produced in the country which depict the treasure trove of spices the country has,” Jayathilak informed us. Aside from all this, Spices India also offers spice extracts for endless culinary requirements.
“With this business model we aim to focus on streamlining the efforts of people working at grassroots with the market forces,” Jayathilak pointed out. Spices India’ shops are part of the new thrusts to ensure sustainability of the industry. “We have chalked out an expansion plan as well. We are talking to the state governments to provide space and are hopeful of opening new outlets in various parts of the country,” he mentioned signing off.