India has always been popular for its spices. Ancient explorers from around the world came to the country to benefit from the spice trade.
Given their incomparable scent, texture, flavor, and medicinal potential, Indian spices are even now preferred everywhere. India’s domestic spice market is the world’s largest.
In India, spices have traditionally been farmed on tiny plots of land, with organic cultivation gaining popularity in recent years.
Today, India is the world’s greatest spice grower, user, and exporter. It produces 75 of the 109 kinds recognized by the International Organization for Standardization (ISO) and accounts for half of the worldwide spice trade.
In such a market where India has historically reigned supreme, Badshah Masala has been the king of the kings for the last 70 years. Founded in 1958 by Mr. Jawaharlal Jamnadas Jhaveri, it is still one of the strongest competitors in India’s glamorous spice industry.
How It All Began
Today, we know Badshah Masala as an Indian spice producer serving the world for over seven decades. Their vision has stayed the same throughout the years: catering to national and international homes with incomparable flavors and beautiful scents while also providing essential nutritional value.
It all started with just garam masala and tea flavors. Mr. Jhaveri would put masalas in second-hand cans that held cigarettes. He would clean the cans, and take off the labels before filling them with masalas. He would then go around, riding his bicycle, to sell them.
Finally, a modest facility was established in Ghatkopar, which was rapidly enlarged to a huge 6000 sq. ft. plant in Umbergaon (Gujarat). Soon after, three new masalas were introduced: Pav Bhaji Masala, Chat Masala, and Chana Masala.
Small Steps to Building a Kingdom
In 1994, Mr. Hemant Jhaveri, the founder’s son, was a freshman out of college. He expressed an interest in joining the family firm and leading it forward. When he could, he accompanied his father on business excursions.
He began working under his father’s wing and gradually learned about procurement, sales, administration, and production. Following his father’s death in 1996, he assumed leadership of Badshah Masala at the age of 23.
He worked hard to expand the company’s reach to include the whole country. Today, Badshah Masala is exported to more than 20 countries. Even in foreign markets, Badshah Masala has a considerable shelf presence. Hemant Jhaveri secured his father’s entrepreneurial legacy.
When he is not working, Mr. Hemant Jhaveri enjoys films and driving. He has two children, and he lives with them and his wife in Mumbai.
His family is an integral part of the Badshah business as well. Mr. Jhaveri’s wife works in Human Resources, while his older daughter works in the company’s administrative department. Mr. Jhaveri already owns a staggering 79% of the firm.
He wishes to acquire the rest from his brother, Mr. Kailash Jhaveri, and become a 100% owner within three years.
What Does Badshah Masala Offer?
Quality cooking needs great ingredients, and nothing is more vital in Indian cuisine than spices. Indian cuisine is becoming increasingly popular, and people all around the world are discovering the flavor and health advantages of spicy foods. Spices are high in antioxidants and function as excellent preservatives.
Badshah Masala picks aromatic and unique spices from the most well-grown fields in India and blends them to create a broad selection of masalas for various cuisines around the world.
They specialize in Indian flavors such as biryani and pulao masala, fish masala, jiralu masalas, Goda masala, jaljeera, Kasuri methi, khichdi masala, and many more. Their product line boasts of both whole spices and grounded spices, as well as blended combo varieties. They also make a variety of instant tea masalas in a variety of flavors.
At Badshah Masala, quality monitoring is carried out by the proprietors themselves. Their brand statement says:
“The formulae of our spice blends are a very closely guarded family secret. Our entrepreneurial mantra over the years has remained the same – To deliver the true flavours of India to national and international households.”
Over 45 distinct Badshah Masala products are offered in India and overseas. The firm is one of the very few Indian spice brands with products sold in the United States, the United Kingdom, South Africa, the Middle East, South East Asia, New Zealand, and Israel.
Facing The Pandemic
Most companies were closed during the COVID-19 pandemic. This had a significant impact on Badshah Masala’s revenue, despite the fact that it was still contributing 35% to the spice sector. However, cooking was one of the most popular activities during the shutdown. The concept of cloud kitchen grew in popularity as restaurants closed.
Cloud kitchen refers to a cooking space that serves as a delivery-only restaurant. This was the point at which Badshah determined it was time to abandon their old business model in favor of internet sales.
Today, their website offers buying their products online, as well as delectable recipes that you can make with them. They also run an online blog where they cover various topics about masalas and Indian cuisine in general.
Growth And Recognition
With an estimated 800 dealers, 25 stores, and 450 salespeople on staff, the brand is widely accessible across the country. Badshah Masala truly is the spice king of India because of its well-distributed network in urban and rural India. It generates a revenue of $29 million per year. Monthly, Badshah produces 1532 tonnes of products.
Badshah Masala has earned several honors and awards. The AMGF Intercorp Ltd gave the brand the title of “best brand in the spices category” in 2004. In the same year, Badshah was also named as “India’s most loved brand.”
Wins like this win hearts as well!
Customer trust in the brand has rapidly grown over the decades, and people enjoy its diverse product line.
The company states:
“Badshah Masala’s core ethics remain to invent and innovate, to experiment and expand. It is the Indian ethos that drives the Badshah Masala family. The company’s vision focuses on how they can shape the future instead of what they plan to do.”
Looking To The Future
Since its inception, Badshah Masala has consistently maintained the high quality of its goods. Badshah Masala continues to reflect a varied country bound together by a shared passion for food.
What has Mr. Hemant Jhaveri planned for the company’s future?
He wants to expand and diversify his spice dominion. He wants to see Badshah Masala expand into the RTE (Ready To Eat) and pickle markets.
There are plans to update the processes and shift substantial chunks of the job to automation while reducing manual labor for a safer and more uniform result.
The mission to make Indian food more popular throughout the world continues. Badshah Masala intends to provide both physical and online target audiences since there is new demand from home chefs and cloud kitchens as well.