• by Steve Ellwanger , April 14, 2023

Organic tea brand Vahdam India wants to shake up the U.S. spice market.

In 2017, Vahdam launched teas from India -- followed by drinkware -- online and at retailers including Bergdorf Goodman, Bloomingdales, Macy’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue.

Last month, Vahdam began selling 25 spices on its website and is targeting consumers primarily on social media platforms. The brand’s chief promoter is Vikas Khanna, a Michelin Star chef, restaurateur and host of the competitive-cooking television series “MasterChef India.” (Shown in the company's online video here.)

In a spice market dominated by such brand stalwarts as McCormick, Lawry’s, Morton & Bassett and Simply Organic, Vahdam’s major differentiator is offering spices with zero adulterants, pesticides, color or toxins and supporting the farmers who grow them.

In this interview, edited for brevity and clarity, Vahdam India global CMO Sneha Beriwal talks about bringing the best flavors of India to the world.

CPG Insider: Why did you decide to begin selling spices strictly online?

Beriwal: Direct to consumer is the first way we usually launch our products, but we are also considering retail distribution. We understand that for something like spices, to reach maximum households in America we will have to be present at retail. It’s one of those categories that is part of the grocery basket.

CPG Insider: Why did you choose Khanna?

Beriwal: He’s somebody who understands Indian cooking very deeply but has managed to sort of take it to the global landscape. He was the first chef of color to ever win a Michelin Star -- quite a proud achievement for India, for the community and for Indian cuisine. We come with the vision of taking the best of India to the world.

CPG Insider: How would you describe your target audience?

Beriwal: It’s consumers ages 30 to 35 and above who are cooking frequently at home. Which would typically mean either they’re heath-conscious or they have a family. Those are the two life stages in which people start cooking in more than ordering in or eating out.

CPG Insider: Assuming the decision makers for spices are mostly female, how are you targeting them?

Beriwal: Switching spices is a big decision, because it impacts pretty much the taste of everything you’re cooking. So first, what do these women look for? What we realized in our research is that recipes are a big hook, because when you’re constantly cooking at home, bringing fresh ideas and new things to the table is a constant search that they’re on. We use that search behavior to target them.

CPG Insider: Twenty-five spices seem like a lot to start with. Why so many?

Beriwal: Actually, from what we’ve heard from our customers, it’s not many at all. If you look at mixes and seasonings and spices, the total universe would be 100-plus. We wanted to launch with 25 because typically one household will have anywhere between eight and 17 spices, depending on the cooking they do. To have a meaningful presence in that customer’s life and kitchen, if you’re not able to least to get 20% to 25% share of that basket, then as a brand you’re easily replaceable.

CPG Insider: Vahdam is known for supporting the farmers who grow its products beyond just buying from them. How does that work?

Beriwal: We contribute 1% of our revenue back to the education of our farmers’ children. With the launch of spices, we are adding spice farmers’ children to the initiative.