Masala Company offers a unique concept of retailing quality spices, herbs, pulses, cereals, millets, sulfur free sugar, organic Jaggery and wonder foods directly to the customer’s hands. It is the retailing venture of SEED Agritech. SEED Agritech is a pioneer in organic cultivation of spices and operates farming arms across India and Sri Lanka, working with more than 15,000 farmers across various farm projects. The spices sourced are exported to various countries and Indian exporters in bulk. The company is promoted by a young group of professionals and a farmers’ consortium. Since the quality products are being exported, the question arose as to why they were not being served in the local market. This question led to the company starting the retail venture under the brand name “Masala Company.”