ABSTRACT
For more than a century, Mangal Masala has been a trusted name in the Indian spice industry. Established in 1912 and headquartered in Mumbai, the company has built its reputation by offering authentic, high-quality spices and masalas prepared using traditional recipes and modern manufacturing techniques. Its products are sold across India and exported to several countries, making it one of the oldest surviving spice brands in the market.
Despite its strong legacy, the business environment has changed significantly. Consumers now prefer attractive packaging, online shopping, and brands that actively engage with them through digital platforms. At the same time, competitors such as Everest, MDH, Catch, and Badshah have strengthened their market position through aggressive marketing and wider distribution. This case study analyses Mangal Masala's current business model, identifies the challenges affecting its growth, and recommends practical strategies that can help the company strengthen its market position while preserving its heritage.