The Hindu Business Line : `Flavourit' a hit, says Spices Board

THE response to the Spices Board's efforts to market the `flavourit' brand of premium Indian spices for worldwide direct sale seems to be encouraging, as it has sold 185 packs in just a month after launch.

Ever since flavourit was launched on March 5, there had enquiries from at least 15 States, and part of them had already been translated into sales, Mr S. Kannan, Director (Marketing), Spices Board, told Business Line on Tuesday.

He said till April 9, 42 kg of cardamom, organic pepper (both MG1 and TGEB) and vanilla valued at over Rs 30,000 could be sold, and "it is an encouraging trend at the beginning."

Awareness about the quality product would push up the demand and it was expected that more orders would come during April - June, he said.

According to Mr Kannan, 18 kg of organic pepper (TGEB grade) and 4.25 kg of organic MG1 were sold. The sale of cardamom stood at 20 kg, while 20 tubes of cured vanilla were also marketed during the month.

The sales were by credit cards and cheques through the designated banks, he said.

The Spices Board had introduced the `Flavourit' brand of spices to boost high quality premium Indian spices and "to re-establish their identity and get for our spice growers a fair share of the value realised in the spices trade," Mr C.J. Jose, Chairman, Spices Board, said.

The board is promoting these products besides ensuring the quality, while marketing is done by M/S STCL Ltd (Spices Trading Corporation Ltd) in partnership with Indian Posts, IDBI, HDFC, UTI and Citi Banks, he said.

Mr Jose said flavourit would provide a marketing channel for the growers of cardamom, vanilla and pepper and more particularly to those who have taken up organic production of spices with the encouragement of the board. Other spices will also be gradually added to the menu, he added.

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`Flavourit' a hit, says Spices Board