Tag Archives: Packaged Spices

Shan brand comes under “Easy to cook” packed spices used in houses for curry in the Pakistan. Asian especially Pakistani are knows for hot spice eater among Asians. In Pakistan curries are prepared on daily bases for lunch and dinner. Multiple spices are used while preparation of curries at home. Shan brand popularity has been enhanced because Pakistani cooking is usually hard to prepare due to the large quantities of spices required. Now Shan offer packed and refine spices to overcome this problem fir housewives.

Shan Brands got success by introducing their spices.  Now Shan Masala transformed in to Shan Food and has 90 products consisting of Masalas, desserts, instant food mixes, and pickles and exported to 56 countries making it the largest exporter of premium quality Packaged Spices; Spice, Food, and Rice Mixes.

Competition was tough between National foods and other local companies that gave Shan brand serious run of money but in spite of all Shan Masala were remain on the top of all brand portfolio.

Sikander Sultan, owner started its brand by Garam Masala which was indeed shared within the family and orders from distant relatives, friends had increased for specific masals he prepared. The response was good that came from near relatives. Shan Food Industries began from a cottage in 1981. Sikander Sultan then decided to launch its very own brand and start a full-scale manufacturing unit to cater the taste of the local public. In 2000 Shan Masala fortified its sales with local penetration in the central and northern regions of Pakistan. The recipes brands soon found their way into the international markets by good value of local travelers, globetrotters and expatriates.

Sultan strategy was simply to produce and distribute because of lack of competition and demand for that product. For that purpose he created its own mixes and got recognition from both internationally and locally. This innovation step is because Pakistani cooking is usually hard to prepare due to the large quantities of spices required. There were no brand when Shan introduce its Masalas in the market and hence successful.