Marketing Strategies of MDH Masalas

MDH is a global spice producer based out of India. Mahashay Chunni Lal Gulati is the founder of this food and spice giant and founded this company in the year 1919 in Sialkot, Punjab Province, British India (now Punjab, Pakistan). This is a deemed public limited company.

It is the second largest producer of spices in India and is followed by Everest which holds the top spot in the market.MDH has 12% market share in India whereas market leader Everest has 13%.


» History of MDH Masala:

This company was set up in the year 1919 in Sialkot, Punjab. It is no associated with the Mahashay Chunni Lal Charitable Trust.

The son of the founder, Mahashay Dharam Pal Gulati moved to Delhi, India after partition and settled in the country. Here, he opened a spice shop in a shack and started operating and selling the goods. Later, after some years of operating in the shack, he moved the busy area of Karol Baug in Delhi and opened a shop there to sell the spices and began expansion.

In the year 1959 he bought a plot in Kirti Nagar to set up his own spice factory.Today MDH has 62 products and over 150 variants in this category.

#SpicyFact – At the age of 94, Dharam Pal was the highest paid FMCG (Fast Moving Consumer Goods) CEO in India in 2017. Dharampal Gulati of MDH took home over Rs. 21 crores as salary last fiscal.

The company is known for producing 30 tons of packaged spices in a day through its automated machines brought from various parts of the world.


» MDH faces high competition from:

  • Everest
  • Badshaah Masala
  • Catch
  • Mothers Recipe
  • Priya Masala
  • Nilon’s
  • Ramdev


» Product Line of MDH Masala

MDH has a varied product line of Grounded and Blended Spices.

Grounded Spices:

  • MDH Black Pepper
  • MDH Degi Mirch
  • MDH Jeera Powder
  • MDH Kashmiri Mirch Powder
  • MDH Haldi Powder
  • MDH Dhania Powder
  • MDH WhitePepper
  • MDH Lal Mirch
  • MDH Kasoori Methi


Blended Spices:

  • MDH Chana Masala
  • MDH Chicken Masala
  • MDH Garam Masala
  • MDH Biryani Masala
  • MDH Amchoor Powder
  • MDH PaaniPuri
  • MDH Butter Chicken Masala
  • MDH Chunky Chat Masala
  • MDH Chutney Masala
  • MDH Curry Powder
  • MDH Fish Masala
  • MDH Dal Makhani Masala
  • MDH Dahivada Masala
  • MDH KitchenKing
  • MDH Jal Jeera Masala
  • MDH Meat Masala
  • MDH Shahi Paneer Masala
  • MDH Sambhar Masala
  • MDH Rajmah Masala
  • MDH PavBhaji Masala
  • MDH Rava fry Bharwan Sabzi Masala
  • MDH T-Plus
  • MDH Tandoori-Chicken Masala


MDH also has 3 products other than spices produced by them:

  • MDH Havan Samagri
  • MDH Dant Manjan
  • MDH Kesar


MDH is headquarted in New Delhi since they have moved to India after partition. MDH masala is not only a household name in India but has made a positive and popular mark around the globe as well. This brand is available in Saudi Arabia, UAE, Japan, The United Kingdom, Canada, Europe, The United States of America and a few parts of South East Asia as well.

MDH has fully automated manufacturing plants in New Delhi, Gurgaon, Nagpur and Sojat in India and a fully functional unit in Sharjah, UAE. MDH Masala has a widespread distribution channel in India that includes more than 400,000 retail dealers, 1,000 wholesalers.


» Pricing of MDH Masala:

MDH is known for its quality, distinct flavors and traditions. This spice giant has targeted households all over the country and has distribution channels in the smallest of towns in India.

This company faces a lot of competition from other brands and hence has adopted a competitive as well as penetrative pricing strategy because it wants to sell its products in every part of the country. Both these models have helped in larger sales volumes and greater revenues for the company.


» Marketing and Promotions done by MDH Masala

MDH has a huge brand recall and has maintained it branding and advertising strategy for a very long time. They have intensive marketing done via print, TV and digital mediums. They also have a good offline marketing strategy by advertising in local magazines, food magazines, women centric magazines and hoardings.

The owner of the brand is seen in all the commercials and promotions which has helped the brand to have such a strong recall in the minds of people.

The tagline of this brand is ‘Asli Masale Sach Sach – MDH’

MDH Masala has been actively involved in charitable and social causes and even maintains Mahashay Chuni Lal Trust for the benefit of needy people. It has opened hospital, schools and has been involved in several events that promote harmony in the community.


» Some classic MDH Advertising:

All the ads made by the brand feature the owner of the company Mahashay Dharam Pal Gulati which is unique and hence has a very prominent recall value in the minds of the consumers.

  • Nature Jaisi Shudta

This was an ad made to promote the natural ingredients used for making the species and depict their purity.


  • Mahashay Dharam Pal Gulati Journey Ad

This ad was published in the year 2017, which focused on the journey of the owner and how he has been associated with all the processes of the company that has reached such great heights.


  • MDH Masala Story – Entrepreneurial Journey of Mahashay DharamPal

This is a unique and creative ad film made by a fan who has explained the story and the journey of the owner of this spice company and how has he been so successful in India and globally.

In India, spices have an ancient history and ’MAHASHIAN DI HATTI’ (MDH) has identified and worked on this fact brilliantly. The products made by this company are uniform and have great quality. It has received several awards for its products like ITID Quality Excellence Award, Arch of Europe Award, Dadabhai Naoroji Award, etc.  

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