How Little Indian Spice Is Bottling India’s Regional Flavours For A Modern Audience

A jar filled with fruits or vegetables dipped in oil and spices or even deep-fried, exuding nostalgic flavours and bringing back a thousand memories – that’s the perfect recipe for traditional pickles or achaar, a culinary legacy lovingly created by Indian homemakers and passed down through generations. In fact, people moving to big cities for studies, work, marriage, or health reasons would often crave their favourite condiments with regional signatures, so ritually made in every household.

Sonu Saini had seen it first-hand. Working for a decade as a deputy manager at the State Bank of India, she met many friends and colleagues who longed for the authentic taste of ghar ka achar (homemade pickles). Saini was equally carried away by delicious pickles. She finally left her banking job and became a picklepreneur, launching Little Indian Spice in 2023.

Based in Jaipur, famous for its local but unique cuisines, the pickles’ brand curates unique flavours from various states to offer a wide selection, from Rajasthan’s teekhi mirch ka achar (green chilli pickle) to Punjab’s aam ka achaar (mango pickle) and Gujarat’s methiya keri (fenugreek mango pickle).

Besides the mouth-watering assortment, Little Indian Spice has hit another sweet spot. The founder works with homemakers from six states, including Bihar, Punjab, Rajasthan, Gujarat, Maharashtra and Madhya Pradesh, to deliver the most authentic regional flavours. These pickle-makers are micro-entrepreneurs who use time-honoured recipes for the best outputs. The collaboration empowers them financially and nurtures their entrepreneurial ambitions, said Saini.

The direct-to-consumer (D2C) brand currently offers 17 SKUs from the above six hubs and plans to grow its portfolio to include pickles from every Indian state. So far, it has catered to 2.5K customers, selling pickles through its D2C website, online marketplaces like Amazon and Flipkart and premium retail stores in Jaipur.

After its debut in August last year, the fledgling venture clocked revenues of INR 15 Lakh in FY24 (ending in March 2024) and eyes INR 1.5 Cr in the current financial year. The D2C brand currently generates 40% of its revenue from online marketplaces, 35% via its D2C website and 25% through offline retail.

Little Indian Spice is backed by iStart Rajasthan, a state-led programme helping local entrepreneurs with funding, infrastructure, mentorship and networking opportunities. It has also secured a grant from the Startup India Seed Fund Scheme (SISFS) in its initial days.

At Little Indian Spice, Quality Is Deeply Ingrained In Product DNA   

The concept of pickles dates back to 2030 BC when cucumbers were pickled in Tigris Valley. Pickling with vinegar might have originated in ancient Mesopotamia as early as 2024 BC. Another way of pickling is through fermenting using brine or salt water. In modern times, vinegar pickles are typically pasteurised, thus extending their shelf lives. Unpasteurised pickles are also available, presumably with higher nutrients, as these do not undergo heating and cooling for pasteurisation.

Building a modern pickle business is no easy feat, either. Saini ran a gauntlet of challenges, from setting up a robust supply chain to building a network of experienced pickle-makers and implementing consistent quality standards across regions. 

Sourcing fresh and top-quality ingredients from various regions was initially a big hurdle, as the D2C brand makes preservative-free pickles. Therefore, Saini partnered with trusted local farmers across regions to streamline procurement and tied up with reliable logistics providers for timely deliveries at discounted rates.

The founder also handpicked and trained at-home pickle-makers who brought family recipes and the authenticity of regional flavours to the table. Seasoned supervisors were appointed, too, to standardise processes and ensure that every batch would meet the brand’s taste and quality norms. After the pickles are prepared, a thorough quality check is done before they hit the market.  

Little Indian Spice has developed an in-house quality control checklist and all its products are licensed by FSSAI (Food Safety and Standards Authority of India). Besides, training sessions are regularly held at all the hubs to maintain and enhance hygiene and quality protocols. 

“Meanwhile, we are working towards additional benchmarking and quality standards to obtain more certifications and prove our commitment to excellence and food safety,” said Saini. This approach supports a quality-driven production process despite a distributed workforce.

There’s more to preserving the taste and natural goodness of Indian condiments. The D2C brand has adopted age-old (and healthy) techniques like sun-drying and dry-roasting the spices after they arrive from farmers, bringing out their full flavour and increasing their shelf lives without preservatives. Again, pickles are packed in ceramic jars to prevent reactions or leaching.

“Each variety is made using time-tested methods, capturing the aromas and flavours passed down through generations,” said Saini. “From Bihar to Maharashtra, we have taken our pick from many communities. Every regional flavour is authentic, along with impeccable quality.”

As many of the pickle ingredients (lemon, for instance) are traditionally hailed for their health benefits, the founder has set up a well-co-ordinated inventory planning and stock rotation system to keep each batch fresh and at peak flavour when it reaches customers.

Empowering Women By Keeping The Pickle Culture Thriving

If quality is the bedrock of customer satisfaction, an inclusive business model fostering female entrepreneurs is a mission close to Saini’s heart.

“Self-reliance brings a profound sense of empowerment, especially among women. I wanted women from the grassroots to experience this independence. It boosts their confidence, sharpens their decision-making skills and helps them emerge as successful micro-entrepreneurs,” the founder said.    

She reached out to colleagues, friends and relatives, looking for women who were adept at pickle-making and had knowledge of regional recipes. To connect better and build trust, she travelled across the six states where Little Indian Spice is now operational and gradually grew her network of picklepreneurs. 

In each area/hub, the D2C brand has formed a small team of five to seven women, led by a supervisor deeply rooted in the region’s culinary practices. Each team operates semi-independently, with supervisors mentoring their teams, handling training, overseeing production and doing quality checks. They are also responsible for sourcing ingredients locally, packaging and shipping products to a centralised distribution hub.  The brand has onboarded 30 ‘picklepreneurs’ till date. Little Indian Spice operates six teams across all regions. 

 Saini has also built a supportive ecosystem for the micro-entrepreneurs based on skill development, fair compensation and leadership opportunities.

“We have created a ripple effect by empowering these women. It resonates with socially woke consumers and helps build a loyal customer base,” she said.

Little Indian Spice has tapped into digital storytelling and social media to grow its reach and bring out the passion ingrained in traditional cuisine. 

“Think of the mango pickles and how they differ from state to state. Our videos reveal those nuanced variations and how each condiment is made using region-specific techniques. One will find distinct spice blends, unique drying methods and other features that make every pickle stand out. This way, we create awareness about India’s rich pickle-making traditions,” said Saini.

Backing this journey is iStart Rajasthan, a state government initiative that has played a critical role in connecting the young venture with mentors, strategic partners and prospects.

“It hosted exhibitions where we showcased our products to reach a wider audience. The programme also fosters a founders’ community where we can share our experiences, gain insights and learn from each other. This early-stage support has been vital for our growth and helped us navigate the challenges of launching a new business,” observed Saini.

From Regional Roots To Global Reach: Will It Be A Sustainable Growth Story?

In India, pickles are more than delectable condiments, standalone snacks or everyday comfort foods. For families entrenched in traditional pickle-making, these are often considered culinary heirlooms, and aged pickles are as valued as vintage wines. Again, homemade pickles are a treasure trove of health benefits, as they generally offer fibres, vitamins, minerals and antioxidants. Fermented pickles, a good source of probiotics, can help gut health and pickle juices are used as electrolyte replacements. 

Understandably, commercial pickle-making was not too popular here for a long time, as families made their pickles using local ingredients, unique recipes and differentiated preparations. But in today’s fast-paced life, few have the time, skill or patience to make these at home. People still yearn for homemade flavours, but convenience has become the top priority, fuelling a booming market for ready-made pickles.

In India alone, the pickle market is set to surge from $562.3 Mn in 2023 to $928.3 Mn by 2032, growing at a steady 5.7% CAGR. Globally, the market is projected to surpass $15 Bn by 2029 from $11.99 Bn in 2023, according to Research and Markets. As the exotic flavours and health benefits of Indian pickles continue to attract global palates (India leads the world in pickles exports), startups like Little Indian Spice, FarmDidi and JhaJi are well-positioned to grab the global market share.   

Starting next year, Little Indian Spice aims to capture the pickle diversity of the entire country, bottling the specialities from every Indian state in a phased manner. It will begin with the bold flavours of the South and the Northeast, enter the global markets and launch complementary products designed to elevate the pickle experience. The brand will also sell on quick commerce platforms, ensuring its pickles reach pan-India consumers looking for easy product access and fast delivery.

Despite the export potential, newcomers like Little Indian Spice face significant challenges when expanding overseas. Chief among them is the need to meet stringent international quality and food safety standards. Additionally, the D2C brand may have to abandon its asset-light, decentralised model in favour of establishing brick-and-mortar manufacturing facilities. 

Developing unique recipes aligned with market trends – like a novel twist on gherkins/cornichons – will be an uphill battle in a market shaped by capital-heavy transformations. With artificial intelligence already reshaping the food and beverage landscape, deep-pocketed giants are poised to pour resources into flavours and ingredients.

After all, pickles are not just any food. They thrive on nostalgia but may burst through their traditional garb and break into novelty and thrills, heat and spice. Picklepreneurs worldwide can be in a pickle if they do not recognise early what’s tantalising the human palate.

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