MDH
MDH dominating the modern spice trade of India. Photo MDH

Spices have a long and illustrious history, particularly in India, where they are ingrained in the culture. Traditionally spices were ground in every household until packaging and modern retail enabled the widespread distribution of authentic ground and ready to use spices. Housewives used to grind their spices at home and create mixes in their cuisine many decades ago. Mahashian Di Hatti (MDH) is one of the early innovators of the modern ground and packaged spice trade.

Mahashay Chunnilal Gulati set up the masala company in 1919 in Sialkot in British India which after independence became a part of Pakistan. After partition, Mahashay Dharampal Gulati, the founder’s son, relocated to Delhi. He set up business in a shack and began selling spices as his father had once done. As the business prospered, he opened a shop on Ajmal Khan Road in Karol Bagh. A dozen years later, in 1959, the company acquired a site in Kirti Nagar to establish his own spice processing factory.

Fast-growing demand required increasingly mechanized and automated operations. Currently, MDH produces 220 tons of spices in powder form daily, packaged in attractive consumer packs of sizes ranging from 8 grams to 500 grams. The turnover exceeds Rs 2,000 crore with marketing and distribution across India with 1,400 stockists and more than 4 lakh retail dealers in addition to its overseas exports.

With its popular message of authentic, pure and quality spices, ‘Asli Masale Sach Sach’ MDH today offers 62 products in over 150 distinct packaging options. To accommodate the ever-increasing demand for its products, it has established plants in Delhi, Faridabad, Gurgaon, Sonepat, Nagaur-Rajasthan, and Dubai. We recently visited the MDH plants in Delhi and Gurgaon to have a look at its production and in-house packaging process.

The company’s supply chain is geared to preserve consistency in flavor and quality of their spice products. Raw spices are cleaned, dried, and tested and then meticulously milled into the desired intermediate final products, which goes through many phases. For some of the spice processing steps fully automated equipment is used.

More than 50% of MDH’s production capacity comes from its Faridabad plants. In addition to its eight plants in Faridabad another two are close to commissioning with another pair in the pipeline. The company has recently launched a new packaging in a 12-gram packet of Rs 10. Convenient for producing a single meal or use over a shorter time period the company expects this format to increase sales and increase overall volumes as customers can try and use a variety of its speciality spice at a reasonable price point with the brand promise of genuineness.

Packaging South Asia — resilient, growing and impactful — daily, monthly — always responsive

The multi-channel B2B in print and digital 17-year-old platform matches the industry’s growth trajectory. The Indian, South Asian, Southeast Asian, and Middle East packaging industries are looking beyond the resilience of the past three years. They are resuming capacity expansion and diversification, with high technology and automation in new plants and projects.

As we present our 2024 publishing plan, India’s real GDP growth for the financial year ending 31 March 2024 will exceed 6%. The packaging industry growth will match the GDP growth in volume terms and surpass it by at least 3% in terms of nominal growth allowing for price inflation in energy, raw materials, consumables, and capital equipment.

The capacity for flexible film manufacturing in India increased by 45% over the past four years. With orders in place, we expect another 20% capacity addition in 2024 and 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels are growing similarly. As the consumption story returns over the next six months, we expect demand to return and exceed the growth trajectory of previous years. The numbers are positive for most of the economies in the region – and as shown by our analytics, our platform increasingly reaches and influences these.

For responsible and sustainable packaging, with its attendant regulations and compliances, there is significant headroom to grow in India and the region. Our coverage includes the entire packaging supply chain – from concept to shelf and to waste collection, sorting, and recycling.

We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers. This is a large and complex canvas – the only thing that can work is your agile thinking and innovation together with our continuous learning and persistence.

The coming year looks to be an up year in this region, and this is the right time to plan your participation and marketing communication – in our rich and highly targeted business platform with human resources on the ground. Share your thoughts and plans to inspire and mobilize our editorial and advertising teams!

For editorial [email protected] — for advertisement [email protected] and for subscriptions [email protected]

– Naresh Khanna (25 October 2023)

Subscribe Now
unnamed 1

NEWSLETTER

Subscribe to our Newsletter

LEAVE A REPLY

Please enter your comment!
Please enter your name here