By: Aarti Samant, CMO & Co-Founder, Masala Tokri
For every woman, cooking is a task, yet she does it with great fervour. Her ingredients and masalas are her secret weapons that transcend her love for her family into delicious food. Her power also lies in her knowledge of her masalas and condiments. She often suggests tweaks in her friend’s recipes. Her recommendation is to elevate the taste and enjoy the delicate flavour of spices. Her ‘masala tokri’ is filled with ingredients that will keep your taste buds in a happy dance.
Enjoying a delectable taste of India is a serious business. The industry, though, is a male-dominated sector, where masalas are made in big manufacturing units, often milled by machines. Pushing the envelope in this industry is a subtle business that steadily took over a sizable market. Urmila and Aarti Samant, the empresses of Masala Tokri, a brand of handmade masalas, gave women what they were missing in their kitchens.
Masala Tokri has become a name in every kitchen in India. The mother-daughter twosome that has taken over the masala market brings spices from the heartlands of India. They have introduced a charming brand Masala Tokri to entice homemakers and passion-cooks since 2018. Their masalas for Malvani Chicken and Awadhi Biryani are examples of their exemplary efforts.
Their journey began as a passion project to bring Urmila Samant’s love for natural ingredients from the diaspora of Indian natural condiments. She was joined by her beloved daughter Aarti Samant, who assisted her mother in branding and using her marketing acumen. Her efforts meshed with Urmila’s passion brought about a surge in sales for Masala Tokri. Together the pair has made an impression and marked their territory in the male-dominated business. They have also employed all-women staff in their business. Thus, making sure women uplift women.
The business thrives because of the powerful women force running it. The excellent branding and packaging of the masala take the brand visibility to an exceptional level. It is also the fact that the masalas are freshly hand-pounded at their chakkis (flour mills). All ingredients in the masalas are chemical and preservative-free. The duo intends to offer homemakers the freshest and the healthiest form of masala in the market.