Unforgotten Brands: Everest Spices

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The Everest journey began in the narrow lanes of South Bombay in a modest 200 sq. ft shop. Here, a young Vadilal Shah worked alongside his father, observing the meticulous care with which Indian women selected spices. He noticed something remarkable: India’s culinary landscape changed every 100 kilometres. With over 14 languages and 200 dialects, the taste preferences were equally diverse.

Shah realised there wasn’t a single recipe for spice blends. Instead, every home had its own combination and flavour story. Listening to homemakers share their kitchen secrets, he began experimenting with spice blends himself—grinding, mixing, and testing until the aroma and taste was just right.

Birth of a Brand: Registering Everest

In 1967, Vadilal Shah officially registered the brand “Everest,” inspired by his dream to reach the pinnacle of success in the spice industry. Just a year later, in 1968, Everest launched its first three products: Milk Masala, Garam Masala, and Tea Masala. These blends became instant favourites in Indian households.

The Factory Era and Brand Expansion

By 1981, Everest set up its first factory, marking a new chapter. Vadilal’s son, Sanjeev Shah, joined the business that same year and focused on scaling operations. In 1983, Everest bought its first manufacturing unit in Mumbai’s Vikhroli area. The brand’s early commitment to quality, consistency, and flavour laid a solid foundation for growth.

Embracing Advertising and Brand Identity

Everest was one of the first spice brands to recognise the power of television. In 1983, it launched its first commercial on Doordarshan, produced by Harish Bhimani. By 2003, Everest ramped up its TV campaigns aggressively, using colour, aroma, and emotion as storytelling tools.

Campaigns like “Maa ke haathon ka swaad” tapped into a sense of nostalgia. Others featured a traditional “Maharaj” or highlighted generational shifts in cooking styles—such as a modern daughter-in-law using Everest masalas for the same rich flavours as traditional ‘khada masala’. These ads resonated deeply with Indian audiences.

Unforgotten Brands: Everest Spices

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