The strategy for the Brand has been a result of the ‘category insight’ and the ‘name’.

Pickles & Chutneys have been an age-old accompaniment in our cuisines…across the diversity of our cuisines.

The house recipes have been passed down generations and that’s why they still have a unique taste. In our oral tradition, it’s almost always passed down from Mother to Daughter or from the Grandmother. Because of which, the making of these special pickles & chutneys are secrets held within the family…like a family heirloom.

And that’s the category insight that we wanted to marry with the brand name.

While this insight is not new to the category, we wanted to approach it in a fresh way and the name Spice Secrets further validates the intention.