Business

Unforgotten Brands: Everest Spices

The Everest journey began in the narrow lanes of South Bombay in a modest 200 sq. ft shop. Here, a young Vadilal Shah worked alongside his father, observing the meticulous care with which Indian women selected spices. He noticed something remarkable: India’s culinary landscape changed every 100 kilometres. With over 14 languages and 200 dialects, the taste preferences were equally diverse.

Shah realised there wasn’t a single recipe for spice blends. Instead, every home had its own combination and flavour story. Listening to homemakers share their kitchen secrets, he began experimenting with spice blends himself—grinding, mixing, and testing until the aroma and taste was just right.

Birth of a Brand: Registering Everest

In 1967, Vadilal Shah officially registered the brand “Everest,” inspired by his dream to reach the pinnacle of success in the spice industry. Just a year later, in 1968, Everest launched its first three products: Milk Masala, Garam Masala, and Tea Masala. These blends became instant favourites in Indian households.

The Factory Era and Brand Expansion

By 1981, Everest set up its first factory, marking a new chapter. Vadilal’s son, Sanjeev Shah, joined the business that same year and focused on scaling operations. In 1983, Everest bought its first manufacturing unit in Mumbai’s Vikhroli area. The brand’s early commitment to quality, consistency, and flavour laid a solid foundation for growth.

Embracing Advertising and Brand Identity

Everest was one of the first spice brands to recognise the power of television. In 1983, it launched its first commercial on Doordarshan, produced by Harish Bhimani. By 2003, Everest ramped up its TV campaigns aggressively, using colour, aroma, and emotion as storytelling tools.

Campaigns like “Maa ke haathon ka swaad” tapped into a sense of nostalgia. Others featured a traditional “Maharaj” or highlighted generational shifts in cooking styles—such as a modern daughter-in-law using Everest masalas for the same rich flavours as traditional ‘khada masala’. These ads resonated deeply with Indian audiences.

Becoming a Household Name

By 2005, Everest commanded 30% of India’s branded spice market. With over 45 variants of blended and basic spices, Everest had become a staple in more than 20 million households. It was stocked in 4 lakh retail outlets across 1,000 towns and cities.

Globally, Everest expanded to over 80 countries, including the U.S., the Middle East, Singapore, Australia, New Zealand, and parts of Africa. Its product line evolved to cater not just to the Indian diaspora but also to a growing international customer base.

Blending Innovation with Tradition

Despite its large scale, Everest never compromised on its core values: purity, consistency, and taste. The brand invested heavily in research and innovation to ensure that every pack delivered the same aroma and flavour each time.

From sourcing the finest raw materials to ensuring standardised blends, Everest mastered the art and science of spice-making. The company even explored value-added features, such as resealable pouches and eco-friendly packaging.

Why Everest Stands Apart

What truly set Everest apart from contemporaries like MDH, Catch, and Suhana was its consumer-first philosophy. From packaging to pricing, the focus was always on making the cooking experience easier and more delightful. Taglines like “Taste Mein Best, Mommy aur Everest” and “Jo khana banaye maa ke haath ka” reinforced this emotional connection.

Everest wasn’t just selling spices. It was preserving memories, enhancing daily meals, and empowering home chefs across generations.

Today and Beyond

Today, Everest is India’s largest manufacturer of pure and blended spices. It sells over 370 crore packs annually and continues to innovate in taste, format, and outreach. With over five decades of trust, Everest remains a brand rooted in tradition yet ready for the future.

Everest’s journey is not just about spices—it’s a story of vision, passion, and the incredible taste of India.