“For Indians, spices are like

(Source: Spices Board, Global Trade Research Initiative)

Clearly, it is a disturbing development. For one, both the brands are popular and trusted ones. Delhi-based MDH, an iconic 105-year-old family-run firm, offers a range of more than 60 blended and ground spices. The 57-year-old Everest Food Products, launched by a spice trader, claims to be India’s “largest manufacturer of pure and blended spices”, exporting to over 80 countries. Amitabh Bachchan and Shah Rukh Khan, Bollywood superstars, have served as Everest’s brand ambassadors.

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