Kovai, November 4, 2020: Pioneers in the art of spice processing and packaging, Coimbatore-based Annapoorna Masalas and Spices today announced the expansion of its product portfolio with the introduction of 9 new blends of Tamil Nadu’s most popular delicacies. Launched under the TN Regional Blends and Biryani Variants category, Chettinad Pepper Chicken Roast Masala, Madurai Mutton Chukka Masala, Dindigul Mutton Kulambu Masala, Tuticorin Parotta Salna Masala, Kongunadu Nattu Kozhi Kulambu Masala, Nellai Puli Kulambu Masala, Chettinad Milagu Kulambu Masala, Ambur Biryani Masala and Dindigul Biryani Masala make up for the newly launched product basket.
Annapoorna’s products are available under seven different categories – Blended Spices, Pure Spices, Biryani Variants, Regional Blends, TN Regional Blends, Ready-to-Cook and Meal Mixes.
Announcing the launch of the new product range at a press conference here in Coimbatore,
Vijay Prasad, Executive Director, Annapoorna Masalas and Spices, said “Since it's inception in 1975, Annapoorna has always been at the forefront of understanding consumer’s tastes and preferences that has enabled us to curate products according to their expectations and demands. Known for some of its very popular cuisines, Tamilnadu prides itself on a rich and diverse array of delicacies, and dishes that are staple diets of the region. The change in trend of consumers coming back to local flavours and regional tastes and choosing it over world-inspired cuisines presents a huge opportunity for the regional blends category with targeted products that appeal to local tastes and palates”.
Recently the brand launched ‘Annapoorna 2.0’, the new and revived avatar of brand Annapoorna, which is the outcome of Vijay’s relentless efforts in the last few years. In its new avatar, Annapoorna will expand its current product portfolio of 53 products and 101 SKUs to over 80 products in the next 3 years.
Annapoorna will take a differentiated approach to enable this growth, by not only covering the entire gamut of pure and blended spices but more importantly by deep-diving into India’s rich food heritage and culture, to revive spices that are unique to small regions across the country and widen its offering to new, innovative sub-categories. Vijay has invested in a specialized brand strategy team to enable these expansion plans.



At its core, Annapoorna has the biggest and the most important recipe for success - its products are backed by authentic, in-depth know-how of Indian spices and the country’s food heritage. This is something that the brand has successfully carried through in its product formulations and production for over 4 decades, setting it apart from newer market entrants.
The company’s 35,000 sq.ft manufacturing plant located at Coimbatore has a capacity of 35 metric tonnes of production per day backed by a robust Research & Development team and is well-equipped to support the brand’s ambitious growth plans.
About Annapoorna:
Since its inception in 1975, Annapoorna has been at the forefront of innovatively adapting to changing market needs and demands by introducing spices and blends that have been lapped up with much enthusiasm for its unique flavour and taste that it brings to food.
Today, Annapoorna is led by the third-generation family entrepreneur Mr. Vijay Prasad, the Executive Director. The company has close to 101 SKUs of pure, blended and regional variants and is available in almost all the cities and towns in Tamil Nadu at present. Its state-of-the-art manufacturing plant is located at Vadavalli near Coimbatore and employs around 100 Sales & Marketing employees.