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Spreading the aroma of spices across India: the brand of JK Masale

Tanmoy De (Department of Management, Symbiosis International (Deemed University), Pune, India)
Nandana S. (Department of Management, Symbiosis International (Deemed University), Pune, India)
Dibyarpita Ghosh (Department of Management, Symbiosis International (Deemed University), Pune, India)
Ramkrishna Dikkatwar (Department of Marketing Management, Pune Institute of Business Management, Pune, India)

Publication date: 18 January 2024


Research methodology

Interviewing the protagonist and collecting information from secondary resources such as company documents, company and competitor websites, industry reports and online databases like Euromonitor International.

Case overview/synopsis

The case explores the metamorphosis of JK Masale from a small-scale family business in India to a regional player. Over a period of six decades, JK Masale (JKM) has emerged against the backdrop of a fiercely competitive spice industry. India, being a confluence of varied regional cultures, poses a diverse consumption pattern. It varies to a great extent with respect to the specific food habits prevalent in each climatic zone of the country. While the brand had successfully captured the Eastern Market and the western market of the country, Mr. Vikash Jain, Managing Director of JK Masale, contemplated to venture in Southern India and introduce new product categories. The case delves into one of the major challenges faced by JKM over the brand architecture and labelling across product categories. Thus, the case provides an excellent opportunity for budding managers to: analyse the company’s performance in the backdrop of a dynamic competitive environment; understand the nature of strategic decision-making and its appropriateness for a small family-owned business; evaluate a brand amongst brands on the architectural framework and select appropriate brand architecture for new products; and understand applicability and risks associated with growth strategies.

Complexity academic level

The case study can be positioned in both undergraduate and postgraduate level programs for courses on marketing strategy and brand management. Primarily, this case would be ideal to discuss brand relationship and brand architecture in the given context. Instructors have an option to cover concepts like market structure, company analysis, growth strategies and emergent and deliberate strategy through the case.



Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.


De, T., S., N., Ghosh, D. and Dikkatwar, R. (2024), "Spreading the aroma of spices across India: the brand of JK Masale", , Vol. ahead-of-print No. ahead-of-print.



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