It started with a jar of haldi that smelled like nothing — and a quiet promise to never accept that again.
It was 2023, a Tuesday evening in a small kitchen in Noida. Ayush Solanki, our founder, watched the dal come together — it looked right, smelled wrong. The turmeric was bright orange — too bright — but had the aroma of cardboard.
Nani picked up the jar, read the label, set it down. "Beta," she said, "this is not haldi. This is colour."
That sentence haunted me for weeks. So I went looking — to Meghalaya, to Rajasthan, to the spice fields of Kerala. I met farmers growing spices the old way and selling them for almost nothing, while supermarket jars sold the watered-down version at a premium.
Something had to bridge that gap. Pure Organic Masale was that bridge.
The chronology of a small brand growing up — slowly, deliberately, in the right order.
Three months of farm visits across Meghalaya, Kerala, Karnataka, Rajasthan, Gujarat, and Madhya Pradesh. Notebooks full of farmer names, contact numbers, and harvest cycles.
Twelve kilograms of Lakadong turmeric, hand-ground at a stone mill in Shillong. Sold to friends and family. Sold out in 11 days.
Pure Organic Masale officially launched with eight signature spices and one promise: शुद्धता पहले — purity first, always.
120+ organic-certified farmers across six states signed onto annual contracts. Fair-price, advance-payment, full-traceability model.
Today, our masale reach 4,000+ homes and 27 boutique kitchens across 18 Indian states. Every jar still ships with a batch code that traces back to the field.
Our farmer contracts are signed every January, before sowing season, with a minimum support price 35% above market rates and 40% paid in advance.
It means our cost of goods is higher than any competitor in the market. It also means our farmers can plan their year, send their kids to school, and farm the way their grandfathers farmed — without compromise.
You're not just buying spice. You're funding the future of organic farming in India. That's a transaction we're proud to be in the middle of.
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