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Masala Magic
Vishal Chordia, Director of Pravin Masalewale, talks to Manjula Narayan of the Maharashtra Herald about the intricacies of the masala market and about the company’s plans.
The rich scent of ground spices and masalas follows you  all the way up to the office of Vishal Chordia, Director of the Rs. 45 Crore Pravin Masalewale, which makes a whole host of packaged masala powders and papads too. Kanda Lassun Masala, Sunday Special Masala, Kutchi Dabeli Masala, Shahi Gulab Doodh Masala, Malvani Masala, the usual Chilli Powders and Garam Masalas … the variety available under Pravin’s Ambari, Suhana, Sarvam and Seva Brand – each targeted at specific socioeconomic groups – is truly mind-boggling.
“Sarvam is our value-for-money brand, Ambari is our everyday brand and Suhana is our brand for special occasions. Recently, we’ve also introduced a catering or institutional brand called Seva, “ says Chordia whose bright office room is adorned with a wreath made up of cloves of garlic, dried chilies, packets of coriander, bay leaf and every other glorious spice you can think of.
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