In an attempt to restore the lost glory of the well-known grades of Indian spices, the Spices Board along with STCL (formerly Spices Trading Corporation of India) have launched the 'Flavourit' brand. | |
| Flavourit comprises spices, said to be the best produced in the country, to be offered under a common brand name. The range will consist of tropical, tree and seed spices. They include organic and conventionally grown ones along with cured Indian vanilla beans and vanilla extracts and a bouquet of spice-flavoured blends of organic South Indian and Darjeeling teas. |
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| Both organisations are adopting a multi-marketing channel by appointing distributors and marketing partners and plans to secure better farm-gate prices for spice growers in the country. |
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| The Spices Board recently appointed distributors and marketing partners for the US, France and Germany, said C J Jose, chairman, Spices Board. |
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| For domestic market and UK, Japan, Australia and West Asian countries, NeST Condiments, part of the food division of NeST Group of Companies, has taken up the global distributorship, he added. |
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| Having introduced spices such as vanilla and herbal spices, the Spices Board is now moving into sustainable agricultural practices such as organic spice farming and Integrated Pest Management in spice production. |
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| "In addition to this, herbal spices, spice powders and mixtures and a number of curry pastes specially made to suit soft palates are available under the brand. Pepper offered under the brand belongs to the Malabar grade-I (MG-I) and Tellicherry Garbled Extra Bold (TGEB) category while cardamom of the Alleppey Green Extra Bold (AGEB) category is on offer," said Jose. |
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| Overseas distributors for `Flavourit' were appointed recently in the US, France, Mauritius, Germany, Austria, Switzerland and Russia. Select Indian hotel chains like the Taj Group of Hotels and upmarket health resorts also offer Flavourit to their guests. |
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| For maintaining the quality of the 'Flavourit' range of spices, the Spices Board has been given the mandate to give a certification adhering to international standards and conform to both EU and USFDA norms. |
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| According to K C Ponnana, managing director, STCL, "The Flavourit range will be sold through designated post offices and sent through EMS Speed Post, with payment options from HDFC Bank, Citibank, IDBI Bank and UTI Bank online." |
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| Keeping the overseas customers in mind, option to make payments through either a credit card or Citi bank debit card and delivery through Indian Postal Service has been arranged, he added. |
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