Spices Board bags $75,000 orders for Flavourit in US

Flavourit, the umbrella brand for the country's spices to be launched in the US markets on Monday, has already bagged orders worth $75,000, said Spices Board Chairman CJ Jose. The board will launch 50 different spices under this brand in San Francisco, he said.

"We are encouraged by the orders worth 75,000 dollars during the promotional phase itself," Jose said.

The Board plans to launch the same brand in the European Union, West Asia and the Far East after evaluating its performance in the US, he said.

Most of the spices to be marketed under the brand are directly procured from spice growers and farmers' self-help groups, Jose said.

The brand currently comprises assorted spice packets, curry powder, curry paste, eight varieties of flavoured organic tea etc.

"With this launch, we are seeking entry into the premium market in the US," Jose said.

Spices Board has already tied up with the US-based Miracle Spices, to retail the brand through the US supermarket chains.

The board had launched the Flavourit brand of spices in the domestic market in March. "We are having a good response in the domestic market also," he said.

"For the month of October alone, we have received orders for 2,000 packets, he added. Spices Board selects TCS-A C Nielsen for overseas cardamom promotion.

Meanwhile the board has selected a consortium of Tata Consultancy Services and A C Nielsen to prepare the strategy for promoting Indian cardamom in West Asia, Jose said. The evaluation committee of the board has finalised their names and the same was submitted for central government's nod, he said.

The board has selected the consortium through a global bid. Five global consultants were in the race for this contract.

The consultants are expected to prepare a roadmap to improve the consumption of Indian cardamom in West Asia.

The countries in West Asia are the major consumers of cardamom. India used to be the largest supplier of cardamom to these markets until the late 1980s.

However, with the emergence of the South American country of Guatemala as the cheapest source of cardamom, India lost its major markets.

The appointment of the consultants is part of the efforts recapture some of the lost markets, Jose said.

India exported 1,600 tonne of cardamom worth Rs 350 million in the financial year 2004-05. Total cardamom production in the country in 2004 is estimated to be around 9,000 tonne.