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G. K. Nair

MARKETING TIE-UP

Kochi , Aug. 21

The Spices Board, which introduced the "Flavourit" brand of spices to boost high quality Indian spices in the world markets, is reworking its prices for marketing the products by the National Diary Development Board (NDDB) in the domestic market.

The NDDB, which has agreed to market the branded spices, has suggested to the Spices Board to bring down the prices as it is on the on the higher side, Board sources told Business Line.

They said the prices fixed by the Board included the courier/postal charges as it was being sent directly to the consumer.

However, as demanded by the NDDB it was being reworked now, they said.

The Board has already launched these products in the US last year targeting a large number of high income-Indo-American families in various parts California, such as Silicon Valley. The response has been encouraging so far.

The products launched were — four types of assorted spice box each containing four different spices, 17 different organic spices and spice products consisting of whole spices, ground spices, tamarind paste packed in pet jars, eight different items of curry paste, curry masala and curry powder packed in bottles/tins, eight different organic spice flavoured organic tea bags (sting and tag), vanilla extract (SFE) of two different concentration packed in 15ml and 16ml bottles, 250 gm packs of AGEB cardamom, 250 gm packs of black pepper, both MG-1 and TGEB grades and Gourmet quality vanilla beans in 100 gm and 25 gm packs.

The Brand is promoted by the Spices Board and it also assures its quality.

Marketing is mainly undertaken by Spices Trading Corporation Ltd .

The introduction of Flavourit is an attempt to re-establish the identity of the rich Indian spices and "get for our spice growers a fair share of the value realised in the spice trade", according to the sources.

This would also 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 in as much as the spices would be directly procured from spice farmers' groups.

Surpluses generated from the business would be ploughed back in promoting the demand for these and other Indian spices worldwide.

Besides, ever since its launch in India in March 2005, there has been enquiries from several states and most of them have been translated into sales, they said.

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