souring agents, thickening agents, pungents etc. Various other ingredients such as herbs, pulses and fresh spices are also added as cooling agents and nutritives.
Everest took inspiration from ancient and traditional culinary practices to create 34 blends of spices, herbs and condiments. The various blended spices available are Kesari Milk Masala, Garam Masala, Super Garam Masala, Punjabi Garam Masala, Sabji Masala, Sambhar Masala, Pavbhaji Masala, Chole Masala, Biryani/Pulav Masala, Tea Masala, Jaljira Powder, Jiralu, Pani Puri Masala, Meat Masala, Tandoori Chicken Masala, Chicken Masala, Chat Masala, Kitchen King and Rasam Powder.
The basic spices on the other hand are non-blended, individual spices and are available under the Everest brand. These are turmeric powder, red chilli powder, coriander powder, black pepper powder, dry ginger powder, dry mango powder, kasuri methi powder, cumin powder and white pepper powder.
The blended spices segment has a complicated hierarchy of condiments.
In the ‘chilli’ segment, for instance, Everest has redefined the category. In the basic masala segment which is commonly defined as CTC (Chilli, Turmeric and Coriander), Everest faced competition from a number of key players as well as from the large unorganised segment.
In the chilli powder segment for example the given is that a chilli powder is a chilli powder is a chilli powder. The task was to create a differential. Everest gathered the crucial insight that different people had different preferences for chilli powder. While some liked it very hot, others preferred the milder form, still others liked it ground fine while many liked it to be coarse. This was the key insight. ground fine while many liked it to be coarse. This was the key insight.
Everest catered to this market need by creating and launching three varieties of chilli powders – Teekhalal, Kashmirilal and Kutilal. These names were used strategically as they
also served as product descriptors. Marketing insights such as these have consistently helped Everest reposition itself against competition.
Everest was the first brand in the category to have used Television as a medium for its communications. The big opportunity for Everest came when colour Television telecast commenced in 1982. Everest understood that the richness of food could only be conveyed in colour and quickly exploited it.
The unique selling proposition for Everest is the distinct pan-Indian taste it brings to the table. Everest’s positioning through the years has been ‘Perfect blend of pure spices’. This positioning has been based on the key areas of the company’s expertise – namely the sourcing, separating and blending. Taste on the other hand, is a category-generic attribute that can be appropriated by every competitor. Everest has actually tried to communicate the very reason for this taste by suggesting that it is indeed the
blend that determines the authentic taste of the various dishes.
Everest’s communication, over the years, has always targeted the upper-end of consumers giving the brand a very premium image. The company has also endeavoured to package its communications to create an emotional bond with its consumers. It has also correctly used the nostalgia Indians often display of remembering ‘Ma ke haatho ka swaad’ which roughly translates as ‘food like mama made’.
This finely tuned sense of creating the right associations has been a hallmark of Everest advertising. When the company launched the three variants of its chilli powder range – Teekhalal, Kashmirilal and Kutilal – it
displayed once again this prowess.
The company created two commercials to communicate the proposition of great taste. In one it sought the association of a ‘Maharaj’ – the traditional Indian cook – and in the other it used the joint family setting to seek closer association with the target consumers.
At the same time, Everest designed packaging that was different from anyone else’s. It used bright colours to make the packs look modern and lively and innovative marketing strategies to create awareness and push sales.
For instance, during the launch of its Tea Masala, Everest offered free tea in more than 100,000 outlets across all major towns. Again, during the launch of its Sabji Masala it strategically chose vegetable markets to promote the new product.
Everest stands for aroma, purity and consistency. Perhaps, these are the most important reasons why the brand enjoys a high level of loyalty with its consumers. Quite simply, over the
years people have come to trust the Everest brand to provide them with the ‘perfect blend
of pure spices’. Or, indeed help in creating ‘food like mama made’.