A great start up of Mahashay ChunniLal Gulati.......which turned out MDH masala company a brand of spices, marketing mix of MDH

MDH MDH...... HAVE YOU EVER SEEN ADVERTISEMENT OF MDH MASALA??
 Yes i am talking about that the same name which you have seen in the ads ......where a old man used to advertise.....his spice's. We all know that Mdh masala species is an Indian brand of spices providing variety of species not only to indian market but also exports them ....... Let's see what is its history ,who is its owner , a little about Mdh masala itself and lastly about its masala marketing strategy/mix. You can jump oñto your favourite part ....

MDH -an Intro..

Branded spices major MDH shows just why a consumer business is a great business. The 98 year old business (52 as a private limited company) has a net profit margin on 25%. This comes from a PBT margin of 33%, and an EBITDA margin of 31%. Robust other income explains the difference; the company is sitting on almost Rs 1000 crore of cash reserves.

About Mdh-

Mahashian Di Hatti Private Limited,doing business as MDH, is an Indian spice producer and seller based in New Delhi, India. It is the second largest leader in the Indian market with 12% market share, following S Narendrakumar's Everest Spices.
MDH has offices in Dubai and London and exports to about 100 countries.
MDH, that has more than 60 products, gets a bulk of its sales from three variants - Deggi Mirch, Chat Masala and Chana Masala - each selling roughly a crore packets every month. But global cuisine is not a focus yet.

A few words for mahashay Chunni lal Gulati:

Mahashay Chunni Lal Gulati setup the masala company in 1919 in Sialkot.It is associated with Mahashay Chunni Lal Charitable Trust.

Mahashay Dharam Pal Gulati, the son of the founder moved to Delhi after the partition of India. He opened a shop in a shack and started selling spices like his father. He later opened his shop at Ajmal Khan Road, Karol Bagh and expanded from there. In 1959 he bought a plot in Kirti Nagar to set up his own spice factory.

From there, he built the entire group to one of India's leading spices manufacturer expanding to 15 factories. Speaking to The Economic Times last year, he said, "My motivation to work is being sincere in product quality sold at affordable prices. And nearly 90% of my salary goes to charity in my personal capacity."

At the age of 94, Dharam Pal was the highest paid FMCG (Fast Moving Consumer Goods) CEO in India in 2017. Dharampal Gulati of MDH took home over Rs 21 crore as salary last fiscal. Two years later, on March 16, 2019, the 14^th President of India Shri Ram Nath Kovind conferred the Padma Bhushanaward to Mahashay Dharampal Gulati for Trade & Industry

Marketing mix of MDH masala:

Product mix of MDH:

MDH Masala is a name synonymous for quality spices. The company is a manufacturer, exporter and distributor of spice mixtures and ground spices under its brand name MDH. Its speciality is its traditional and unique blend of different spices that are used for specific product items. MDH offers a recipe for products on its related spice box and on its website for interested customers. Some of the products in its portfolio are as follows –

Ground Spices

• MDH Black Pepper
• MDH Deggi Mirch
• MDH Jeera Powder
• MDH Kashmiri Mirch Powder
• MDH Haldi Powder
• MDH Dhania Powder
• MDH WhitePepper
• MDH Lal Mirch
• MDH Kasoori Methi

Blend Spices

• MDH Chana Masala
• MDH Chicken Masala
• MDH Garam Masala
• MDH Biryani Masala
• MDH Amchoor Powder
• MDH PaaniPuri
• MDH Butter Chicken Masala
• MDH Chunky Chat Masala
• MDH Chutney Masala
• MDH Curry Powder
• MDH Fish Masala
• MDH Dal Makhani Masala
• MDH Dahivada Masala
• MDH KitchenKing
• MDH Jal Jeera Masala
• MDH Meat Masala
• MDH Shahi Paneer Masala
• MDH Sambhar Masala
• MDH Rajmah Masala
• MDH PavBhaji Masala
• MDH Rava fry Bharwan Sabzi Masala
• MDH T-Plus
• MDH Tandoori-Chicken Masala

Other Products

• MDH Havan Samagri
• MDH Dant Manjan
• MDH Kesar

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Place mix of MDH:

MDH Masala started its operations as a small shop located in Sialkot but after the partition of India moved its operations to Delhi and opened a shop in Karol Bagh. Its headquarters base is in New Delhi. With time MDH brand has grown in popularity all over India and has started exporting its products to several global countries like Saudi Arabia, UAE, Japan, South-East Asia, Europe, United Kingdom, Canada and the United States.

Its manufacturing plants are fully-automatic and are located in Gurgaon, Delhi, Nagpur and Sojat in India and overseas in Sharjah. MDH Masala has a widespread distribution channel in India that includes more than 400,000 retail dealers, 1,000 wholesalers and super stockists so that products reach customers at every sale-point via corner shops, local shops, discount stores, convenience stores, supermarkets and hypermarkets.

Price mix of MDH:

MDH Masala has targeted every household, restaurant, hotels associated with food as its targetcustomer by putting its onus on traditions, purity and distinctive flavours. It faces stiff competition in space industry from several rival brands. MDH Masala has adopted competitive pricing policy because it wants to maintain its reasonable edge in the consumer market.

 It has kept product prices affordable and pocket-friendly. MDH has also adopted a penetration pricing policy because it wanted its products to reach every nook and corner of India in both urban and rural sector. Both this policy have helped in larger sales volumes and greater revenues for the company.

Promotions mix of MDH:

MDH Masala has a huge brand recall and to maintain its market position it has adopted intensive promotional activities. Its ad campaigns are shown with help of print, social and digital media in television, radio, magazines, newspapers, hoardings, backs and sides of vehicles, its own website, online shopping portals and via Facebook and Twitter. One of its most popular taglines is Asli Masala Sach Sach MDH. MDH Masala has been actively involved in charitable and social causes and even maintains Mahashay Chuni Lal Trust for the benefit of needy people. It has opened hospital, schools and been involved in several events that promote harmony in the community.