India Volume 12

46 SUPERBRANDS 2020 Market Post-Independence, the domestic market for spices also evolved into a hugely competitive, prismatic field. Spice trade in India has for centuries been under a wide gamut of preparation and distribution systems; those of unorganised and organised, unbranded and branded sectors, unprocessed and processed techniques and loose and packaged sales. With the pressures of modern living, the luxury of buying and processing spices at home to compliment age-old recipes has been replaced by packaged, easy to use pure and blended masalas. Consumers have less time and spices are no longer bought whole and grounded in the mortar and pestle. Traditional housewives have morphed into working mothers. From getting ready-made powdered spices, and now pre-packaged blends, the market has progressively made its preferences clear. E-commerce has greatly facilitated availability and has added to the traditional retail outlets such as hypermarkets, supermarkets and the neighbourhood grocery stores. The Indian spice market is estimated to be growing at a CAGR of about 4.5% between 2019 and 2026. But at an estimated CAGR of 8%, the Indian packaged and blended spices market is showing tremendous growth, reflecting the modern consumers’ lifestyles. The fragmented market and the changing taste preferences from region to region have posed tremendous hurdles for the spice industry. The eating-out culture has syndicated studies (Source: AC Nielsen – All-India Store Audit Report 2018-19). Its spice factory uses state-of-the-art technology sourced internationally and blends up to 100 metric tonnes of spices each day. To deliver the freshest, just-out-of-factory spices, Everest has developed a highly efficient clearing and forwarding agent-distributor-retailer- consumer distribution model. It has spent considerable time and effort in improving its distribution network so that the brand is on market shelves in the shortest possible time and available to millions of consumers regularly. The unparalleled success of Everest has reaped several rewards. It has been the proud recipient of the Superbrands status seven times in regularity – in the years 2003, 2006, 2009, 2012, 2015, 2018 and 2019-20; it has also won the Consumer Reaction Award instituted by the Bharati Vidyapeeth Institute of Management Studies and Research and DNA – twice, in 2004 and 2005. Everest has been recognised as one of India’s Iconic Brands by Economic Times in its 2020 edition. History Vadilal Shah’s business acumen and an acute understanding of the future gave him the impetus to bring Everest into being. The start was humble, the challenges were rigorous and the task was daunting; but his will to serve fresh fragrant spices and give flavour to every dish determined his will to overcome all challenges. taken over and ready-to-eat food has become reasonably common. With such trends, establishing a national spice brand of repute is a huge challenge and developing an international presence even more taxing. Everest is an exception, an aberration rather than the rule in the uneven spice market. It is India’s largest spice brand and commands the nation’s respect for consistent quality, purity, freshness and flavour. Achievements The real achievement lies in keeping age-old traditions alive while still maintaining their relevance in this modern world. Everest, with its understanding of the spice market and its diligent commitment to taste, has managed to keep alive the closely guarded family secrets of blends that were whispered down from generation to generation. With 52 years of untiring efforts to unravel the mysteries of grinding and blending, Everest has captured the market with a range of 45 of the freshest, purest and most authentic spices from different corners of India. Today, Everest maintains its position as India’s largest selling spice brand. It holds the highest share in the national market, a fact confirmed by independent Food is nourishment. Food is taste. Food is love. For over 50 years now, Everest has proudly partnered mothers in the kitchen in providing unparalleled taste through the food they cook for our families. Straddling through the diversity of our nation, Everest has dedicated itself to the fine art of creating local, regional and pan-Indian spice blends and pure spices that give our food the mouthwatering taste we want more of. With the ethos of “pure quality speaks for itself”, today, brand Everest is synonymous with purity, taste and mother’s love. People say good health starts in the kitchen. And kitchens start with Everest, thanks to its unwavering dedication to quality.