According to an industry report, the spice market is valued at approximately USD 987.9 million in 2025, and it is projected to grow to USD 1.47 billion by 2031
In Indian kitchens, spices are far more than cooking ingredients; they embody tradition, wellness, and regional identity. While India remains globally renowned as the ‘Land of Spices’, a new wave of health-aware consumers is redefining expectations.
Today’s buyers want more than aroma and flavor, they demand clean, traceable, and ethically produced spices, free from harmful chemicals and wrapped in sustainable packaging.
Traditionally, Indian households purchased spices in whole form from trusted vendors at local markets, relying on personal judgment and legacy. But that model is being disrupted. A younger, more conscious generation is asking deeper questions about food origin and safety, giving rise to direct-to-consumer (D2C) brands that champion transparency, quality, and clean-label credentials.
Surge In Demand For Clean Spices
The organic spices segment in India is on an upward trajectory. According to TechSci Research, the spice market is valued at approximately USD 987.9 million in 2025, and it is projected to grow to USD 1.47 billion by 2031. This growth is largely driven by urban consumers seeking chemical-free, responsibly sourced products.
Emerging trends reflect this shift; QR-code-enabled traceability, region-specific spice blends like Sambar masala and Goda masala, eco-conscious packaging, and value-added spice mixes are becoming the norm. This evolution is not only meeting health expectations but also preserving cultural uniqueness.
Evolving Standards
Despite the progress, India’s spice industry faces hurdles in ensuring consistent safety and quality. According to FSSAI, around 20-25 per cent of tested food products, including spices, fall short of labeling or safety standards, with 3-4 per cent marked as unsafe.
One big concern has been the use of ethylene oxide, a chemical used to sterilize spices. Though it helps kill bacteria, it’s been banned in Europe because it can cause cancer. In response, the Spices Board of India has now banned its use and made testing and investigations mandatory to ensure safety.
But there’s still a challenge when it comes to testing spices for harmful substances like pesticides or heavy metals. These tests need advanced equipment, and currently, only about 73 labs across the country are properly equipped. This creates delays and a long wait for certifications.
To address this, the Spices Board is encouraging better farming methods through Good Agricultural Practices (GAP), supporting organic certification, and introducing modern tools like blockchain for tracking and quick testing kits to check spice quality, for example, the curcumin content in turmeric.
Scaling Without Compromise
To grow clean spice brands without compromising on quality, several important steps must come together:
1. Better Testing and Infrastructure
We need more certified labs and fast testing tools at local markets to speed things up. Helping Farmer-Producer Organizations (FPOs) with better machines and training can also improve quality at the farm level.
2. Support from Government Policies
Programs like SPICED are offering funds and support to new spice brands, helping with product development, lab improvements, and building strong export-worthy brands. Certifications like GI tags also help highlight the unique origin and quality of Indian spices globally.
3. Making the Supply Chain Transparent
Using tools like blockchain helps track spices from farm to packet, so buyers know where their spices come from. Brands like Diaspora Co. show how working directly with farmers, paying fair prices, and investing in better equipment can lead to ethical and successful business models.
4. Helping Consumers Make Informed Choices
People in cities are ready to spend more on good-quality, safe spices — but they want to know what makes them special. So, brands need to communicate clearly, focusing on things like where the spices come from, how they’re grown, and who grows them. This kind of storytelling builds trust and keeps customers loyal.
Spice Revolution
Despite challenges, India’s clean spice movement is gaining ground. Rising consumer awareness, evolving policies, and forward-thinking brands are combining to reshape the industry. The opportunity isn’t just about scaling up; it’s about doing so responsibly, with integrity and innovation.
India’s spice legacy is deeply intertwined with health, heritage, and everyday life. As consumer expectations shift towards purity and transparency, new-age Indian brands are stepping up, equipped with better tools, stronger farmer alliances, and purpose-led storytelling.
And while packaging, technology, and branding may evolve, one truth remains timeless: spices will always hold a central place in Indian homes. Whether nestled in a grandmother’s masala box or ordered from an e-commerce shelf, they remain the essence of flavor, memory, and identity across generations.
