The branded food manufacturing arm of the diversified business conglomerate Emami Group-Emami Agrotech has announced the national launch of Mantra Spices under its widely popular Emami Healthy & Tasty brand, which is a distinguishably designed range of pure & blended powder spices and tastemakers.
Mantra spices are manufactured in a state-of-the-art facility in Jaipur, Rajasthan using cryogenic grinding technology, where the spices are ground at temperatures ranging from zero to minus 50 degrees Celsius.
This makes Mantra spices retain the essential natural oils at least up to 95%, thus offering superior colour, flavour, and aroma. Spices available on the market today are mostly ground using a traditional process that involves heating up to 70 degrees Celsius, allowing them to retain the essential oils up to only 40%.
The brand has received the “Superior Taste Award” from the International Taste Institute of Brussels (Europe) for its excellent quality of spices. Additionally, Mantra’s blended variety of spices comes in zip-lock packs to preserve the freshness and aroma for a longer period.
Emami Agrotech has curated the Mantra Masala range to tantalise consumers’ taste buds with a wide variety of pure spices in expansive categories, including Haldi (Turmeric), Mirch (Chilli), Jeera (Cumin), Dhaniya (Coriander) powders, as well as blended spices like Garam Masala, Meat Masala, Chicken Masala, Pav Bhaji Masala, Chhole Masala, Chaat Masala, Sabji Masala and Hing. Other spices like Sambar Masala and Kashmiri Lal Mirch will be added soon. The company plans to introduce Tastemakers to the national market in the next phase.
Mantra, backed by the strong brand equity of Emami Healthy & Tasty, has become a sought-after spice brand in West Bengal. With its unique brand proposition of cryogenic grinding, the brand offers superior colour, taste and aroma. The company has aggressive marketing plans to promote the brand across all platforms.