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. 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 colou
r, 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 genesis of the concept of blended spices can be traced to the Garam Masala - the original Indian 4 spice blend of cinnamon, pepper, clove and black cardamom that imparts flavour and aroma to gourmet Indian cuisine. Taste, the third critical aspect was achieved through the addition of various spices known as colouring agents, souring agents, thickening agents, pungent, etc. Various other ingredients such as herbs, pulses and fresh spices were also added as cooling agents and nutritives. A combination of taste, flavour and aroma distinguished one gourmet Indian cuisine from another. EVEREST took inspiration from these ancient and traditional culinary practices to create 20 different blends of spices, herbs and condiments. 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.
