: Brand Saga: Badshah Masala, weaving the waft of spices in iconic campaigns… #IndiaNEWS #Brand Saga The Badshah Masala advertising journey is the definition of the term iconic. From their first

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Brand Saga: Badshah Masala, weaving the waft of spices in iconic campaigns… #IndiaNEWS #Brand Saga
The Badshah Masala advertising journey is the definition of the term iconic. From their first ad in a Mumbai local train to a sneak peek in the memories of creating their most inconic campaign Swadh Sugandh Ka Raja, in this chapter of Brand Saga, we bring to you stories, unheard.



Those were the times when aside from the Bollywood songs, we found joy in humming to the tunes of evergreen ad jingles and songs. One that definitely topped the list was ‘Swad Sugandh ka Raja, Badshah Banaye Badhiya Khana’ Masala. The jingle was so effective that many credit it for immortalizing the brand. Today, we take a look at the Badshah Masala advertising journey and journal its key milestones.



Badshah Masala The Humble Beginnings



Spices and India go hand in hand. The varied masalas add flavor to our food like no other. While the Mughals are known to have introduced the blend of Indian spices, it’s a known fact that any Indian dish is incomplete with the touch of homegrown masalas.



Taking cues from India’s love for spices, Badshah Masala took birth in 1958, started by Shri Jawaharlal J. Jhaveri and Shri Ramanlal J. Jhaveri. The beginnings are simple and small with just Garam and Tea masala on the aisles.



After the founder duo passed away, the reins were taken over by their sons Hemant Jhaveri and Kailash Jhaveri. Hemant Jhaveri has been the Managing Director of Badshah Masala for 26 years, now since 1996. He fondly remembers how his father would acquire tin cans that cigarettes used to be sold in, clean them, and peel off the labels. He would then package the masalas in them, ride his bicycle and sell them. They quickly became very popular owing to their taste, quality, and prices.















A small unit in Ghatkopar, an Eastern suburb in Mumbai was set up, which quickly got upgraded to a large 6000 sq. feet factory in Umbergaon (Gujarat). Pav Bhaji Masala, Chat Masala & Chana Masala were introduced soon.



Badshah Masala is one of the oldest spice brands in the country and competes with the likes of MDH Masala and Everest. It also boasts of a massive sales network. The company also wants to diversify the brand further by foraying into RTE (Ready To Eat) and pickles segments.



The Badshah Masala Advertising Journey



Badshah Masala will always be known as “Swad Sugand Ka Raja� thanks to the iconic jingle that aired more than 40 years ago and still resonates with the young and old alike.







“But things began very humbly,� shares Hemant Jhaveri. “Shortly after the brand took birth in 1958, it tasted immediate success, and manufacturing units were set up due to growing demand.

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