PRAVIN MASALEWALE

Introduction Pravin Masalewale (PM) was founded in Pune in ***2 by a tirelessly entrepreneurial couple, Shri Hukmichand Chordia and Smt Kamalbai Chordia. The beginnings were humble: 5kg of one type of blended spice were personally processed and sold (almost immediately) by the couple in a day. But growth, which was a founding principle, has been remarkable: some *0, **0 kg of a wide varieties of Spices, Blends and Mixes and Papads are easily produced and shipped every day out of three modern highly automated plants by over **0 employees to some Thirty Million discerning consumers. Leadership PM has been a leader in the spices market through Western India for the last four decades. The consistent growth has sustained through these forty years because the management team at PM, first led by Shri Hukmichandji and now by his son, Shri Rajkumarji Chordia and grandsons, Vishal and Anand, has single-mindedly focused on serving products that are customized to serve the intricately variegated palates and tastes of the markets served by PM. In this business, this can be achieved only by ensuring rigorous control over the entire value chain that leads from the farmer through the processing and packaging to the retailer who finally offers the product to the consumer. After the brand restructuring in ***0, PM products were sold under three major brands: Sarvam, a value-for-money invitation brand, Ambari, the solid quality brand for everyday utility and Ambari Suhana, the brand that includes in its fold all spice products that are used on special occasions. In recognition of the evolution of the market, the product range and the consumers, and in order to create a more robust and flexible platform for the company s growing range of offerings, in early ***8, it was decided to bring all the products that PM offers under a common brand, SUHANA.