EVEREST MASALA

Everest Spices is an Indian manufacturer, distributor and exporter of

ground spices and spice mixtures under the brand name Everest.
Everest has been accorded the superbrands status three times: in 2003,
2006 and 2009. It also won FMCG Consumer Reaction Award. Everest
started began advertising aggressively on the television in 2003, and by
2005, it had 30% share of the branded pure spices market in
India. According to the 2007 study, Everest was India's largest spices
brand based in Mumbai. More than 20 million households used Everest
spices regularly. The brand was stocked by 400,000 outlets in more than
1000 towns across India. More than 3.705 billion packs of Everest
product were sold each year. There were more than 42 blends under the
Everest brand name.
It was founded in the year 1981 by Mr. Vadilal Shah. Later his two sons
Mr. Sanjeev Shah and Mr. Rajiv Shah joined with him for further
expansion. Everest took inspiration from these ancient and traditional
culinary practices to create 20 different blends of spices, herbs and
condiments.

For more than 45 years, Everest has shaped the preference for branded
spice in a country where home-made blends were the norm since time
immemorial. It is estimated that over 20 million households regularly use
Everest spices that are available in around 400,000 outlets in more than
1000 towns across India.

History:

Vadilal Shah’s father was a dry fruit retailer during 1960’s. He joined his
father business in 1967. He was very young and hardly educated when
he decided he wanted to start with something new. At that time people
use to grind the spices at home whereas he thought he would sell them
already grinded spices in packaged form. The people called him a fool
and laughed at him. They said that no one would buy spices in a
packaged form when they can make it by themselves. They taunted him
saying that he had no scope in future and his business would shut down
eventually. Facing such kind of a pessimistic and non supportive crowd
was his biggest challenge. He had a little fear, but he had a stronger will
and a vision of making it big. He knew that down the line retail outlet
would have a very limited scope and he would have to think of some
other business. He envisioned that there would come a day when he
had to think of future and so he converted his business into an industry.
He registered the company Everest in 1981 and started manufacturing
spices in his factory in Mumbai.

Types Of Masala:
The genesis of the concept of blended spices can be traced to the
Garam Masala - the original Indian 4 spice blend of cinnamon,
pepper, clove and black cardamom, that imparts flavour and aroma to
gourmet Indian cuisine. Taste, the third critical aspect was achieved
through the addition of various spices known as colouring agents,
souring agents, thickening agents, pungents, etc.
Various other ingredients such as herbs, pulses and fresh spices were
also added as cooling agents and nutritives. A combination of taste,
flavour and aroma distinguished one gourmet Indian cuisine from
another.
Everest took inspiration from these ancient and traditional culinary
practices to create 18 different blends of spices, herbs and
condiments.
The blends, their usage, and a typical recipe where the blend can be
used, follows: Kesari Milk Masala, Pavbhaji Masala, Shahi Biryani
Masala, Chaat Masala, Pani Puri Masala, Kitchen King Masala, Shahi
Garam Masala, Super Sambhar Masala, Tandoori Chicken Masala,
Egg Curry Masala, Jiralu, Fish Curry Masala, Chicken Masala, Meat
Masala, Rasam Powder, Jaljira Powder, Sabji Masala, Tea Masala,
Sambhar Masala, Chhole Masala, Garam Masala.
Everest Ground Spices pack in the fresh aroma, rich natural colour
and flavour of the purest of spices. These spices are hand picked from
carefully selected crops and sun dried before being ground to the
perfect texture by accurately calibrated machines. The result is great
taste and aroma, colour and texture released with just a pinch of
Everest ground spice. The wide range meets all your gourmet needs.
The spices are processed under stringent hygienic norms and packed
scientifically to retain the maximum flavour, fragrance and nutritional
values. The Following Masala are as Follows: Tikhalal, Kutilal,
Coriander Powder, White Pepper Powder, Dry Giinger Powder, Kasuri
Methi, Hing Powder, Saffron Dry Mango Powder, Cumin Powder,
Black Pepper Powder, Kashmiri Chilli Powder.

The First Masala made by Vadilal Shah was Everest Kashmiri Lal Mirch
Powder.