Blended Spices or Masalas, what are they?
Unlike Western cooking wherein the emphasis is on retaining the original flavour of the meat or vegetables in a dish, in Indian cuisine, it is the aroma, taste, and colour of a spice mix or "masala" that dominates most dishes.
Masalas are prepared by blending a number of pure spices (sometimes more than 30) like chilli, turmeric, coriander, pepper, cardamom, cumin, clove, etc in precise proportions to give a blend (called a "masala") that imparts a distinct colour, aroma, and taste to a dish.
Given the diversity of India's consumers, blending a masala is both, a science and an art. It has to achieve a taste that meets the specific taste demanded by a particular ethnic or regional group.
Spices known for their colouring, thickening, souring, and pungency properties are often added to achieve masala blends that are specific to specific tastes of communities from various regions and ethnic groups. Further, many herbs, pulses and fresh spices are also added for their "cooling" and "nutritive" properties to masalas.
It is this complex blending of many spices that distinguishes Indian cuisine from others.
The most basic form of an Indian masala is "Garam Masala". The word "Garam" means hot or pungent in Hindi language. This is a blend of Cinnamon, Pepper, Clove, and Cardamom.
For more than 45 years, Everest has shaped the preference for branded spice in a country where home-made blends were the norm since time immemorial. It is estimated that over 20 million households regularly use Everest spices that are available in around 400,000 outlets in more than 1000 towns across India.
The Global Indian Spice Brand
Everest spices are also available in the USA, Middle East, Singapore, Australia, New Zealand, East Africa, and in many other countries, where non resident Indians trust Everest to provide them the authentic taste of home.
Everest, The Indian Spice Superbrand
For many years, independent retail outlet surveys by the world renowned Market Research agency, A C Nielsen have shown Everest to be India's largest-selling spice brand.
Over the years, Everest Masala has won many a prestigious award including Superbrand (thrice in succession in 2003-04, 2006-07 and 2009-10) and Consumer Reaction Award (twice in a row, in 2004 and 2005) and others.
Perhaps no other Indian spice brand holds the unique distinction of being the largest-selling and the most preferred brand on a continued basis.