Spice up
your life
Aditi Gangavkar talks to Dr PSS Thampi, Deputy Director
(Publicity), Spices Board, about the launch of Flavourit
brand of spices, overseas
Can you provide some details about the
launch of Flavourit in California in terms of
the pricing, venue, target industry sectors,
marketing agency(ies) roped in, attendees
and so on?
The 'Flavourit' brand of Indian spices has its
quality assured by the Spices Board and is
marketed by the STCL (Bangalore-based
company under the State Trading
Corporation). It was launched in the US on
October 17, 2005 at a ceremony held at the
Golden Peacock Hotel and Bistro, Fremont in
California. It was witnessed by a select
gathering of guests, representing importers,
food processors, flavour houses and restaurant
chains in addition to a galaxy of invitees. The
formal launch took place at the hands of Dr
Rahul Khuller, Joint Secretary, Ministry of
Commerce and Industry, Government of
India, who presented 'Flavourit' to the chief
guests Barry Wallace, VP, Cold Well Bank,
John Cumming (a significant player in US
imports) and Suman Yadav, who was
representating Sandy Pedra of Miracle Spices
- the distributor for 'Flavourit' in the state of
California.
Miracle Spices is a company promoted by
a group of leading tour operators in the US
who have international operations. The style
and type of the 'Flavourit' packs is more for
festive offers - especially as mementos and
gifts for all seasons. Being tour operators with
a long-standing credibility and vast
operational network, Miracle Spices is
expected to take the Flavourit brand far and
wide. Presently, it is pitching its operations to
market the brand as a gift product, especially
during the festive seasons of Christmas and
the new year. Moreover, the backdrop of this
brand as a product coming directly from the
farm and mainly from the farmers, would add
special value for the product. Besides, this
factor is expected to enable the brand to
stand unique in the market where thousands
of brands are being offered. The sourcing of
spices for the Flavourit brand is done directly
from farmer groups, especially those doing
organic farming. Its specialty as an organic
product, the quality of which is assured by the
Spices Board India, further augments the
value of the brand. These tags increase value
of the brand as a gift item, internationally.
With regard to pricing, there are two types of ...
Dr Rahul Khuller (left), Jt Secretary, Ministry of Commerce,
launches the Flavourit brand with some help from CJ Jose,
Chairman, Spices Board
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