Mumbai-based Masala Tokri, founded by mother-daughter duo Urmila and Aarti Samant offers over 11 products. The most popular ones are Goan Fish Curry Masala, Malvani Meat Masala, and Pindi Chole Masala.

 

Indian food has everything — sugar, spice, and everything nice. But across the country, spices have a special place, be it in savoury dishes or even desserts. In fact, spices can sometimes make or break a dish.

 

Masala Tokri was launched in February 2019 as a premium-gourmet masala company by Urmila and Aarti Sawant. The brand started with five basic masalas — Shahi Garam Masala, Awadhi Biryani Masala, Mumbai Pav Bhaji Masala, Kerala Sambar Masala, and Malvani Meat Curry Masala. At present, it offers about 11 products.

 

The masalas are carefully curated by Urmila and the background of running a family business of masala chakkis helped them connect to premium raw material vendors from across the country. 

The spices are roasted in a machine that was created by Aarti’s grandfather, and then pounded manually, at its four units in Dombivali, Mumbai.

 

Hand-pounding gives the products a much better texture — not too powdery or too coarse — and helps retain the authentic flavour. Masala Tokri claims that all its spices have zero chemicals and preservatives, and have a shelf life of one year.

 

Masala Tokri has been selling through online channels to gear up the sale across Mumbai and Pune.

The company now plans to expand to the spice market of Gujarat. Although the spices are the core of the business, Masala Tokri is looking to diversify across categories such as sugar, flour, black salt, etc.

 

The demand for its spices (especially the exotic varieties) has increased because the pandemic gave people the opportunity to try new things.

 

 

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