Tata Global Beverages (TGB), on Wednesday, inked a marketing arrangement with the South Indian Green Cardamom Company (SIGCC) to sell cardamom and pepper under the brand name Spice Mist.

As part of the agreement, the SIGCC aims to create a brand identity for Spice Mist by leveraging marketing expertise of Tata Global. It is the first nationally-branded whole spice market in the country.

Difference in prices

“There is a great deal of difference in prices that consumer pays, and what goes to the farmers. There is a need to stabilise the prices. Through our expertise in marketing and distribution, cardamom growers will get immense benefit,” R. K. Krishnakumar, Vice-Chairman, Tata Global Beverages, told reporters.

Mr. Krishnakumar also emphasised on the significance of this alliance as spice growers were likely to earn better prices and create direct availability for the consumers, thereby, removing various intermediaries.

Commenting on the possible expansion of other spices, Mr. Krishnakumar said: “Northeast is very large, and high quality turmeric comes out from that region. We are looking at this product.” He suggested that the launch of turmeric was likely to take place next year.

Union Commerce and Industry Minister Anand Sharma, TGB CEO Harish Bhat, and SIGCC Executive Director G. Vinayagamurthy were present at the launch of Spice Mist.

Mr. Sharma said India accounted for 48 per cent of global spices production.

He remained committed to improving productivity and modernising machinery to expand production of spices.

Spice Mist will be packaged in nitrogen-flushed packs to preserve the freshness of the spices. The SIGCC and TGB signed a memorandum of understanding in December, 2012, hoping to encourage spice growers to expand their market reach of their products.