INDORE · भारतEST. 1975
SunderPeedhi badalti hai. Swaad nahi.
GRINDING THE FIRST BATCH0
Sunder Spices Pvt. Ltd.
Shop Sunder ↗Shop ↗
SUNDER SPICES PVT. LTD. · INDORE · SINCE 1975

A family spice company from Indore. Since 1975, three generations have made pure masala the way a family hands down a recipe, and carried it to kitchens across India.

01 · SINCE 1975Where it beganBharat Kumar Jain made the first batch at home and sold it from a bicycle in Indore. His sons and grandson run the company today.
FOUNDED1975Indore, Madhya Pradesh
02Made in IndoreEvery pack is cleaned, slow-ground and sealed at our own unit in Indore, under an ISO 22000:2018 food safety management system, FSSAI licensing and HACCP controls.
CERTIFIEDISO22000:2018 · FSSAI · HACCP
03From kirana to quick commerce41 products in 112 pack sizes, from ₹5 sachets to 1 kg catering packs, sold through kirana stores, distributors, supermarkets, marketplaces and food service.
RANGE41products in the 2026 range
04Rebranded for a new generationIn 2026 Sunder took on a new identity: the ribbon logo, the Sunder family of Bunty, Pihu, Sudha Ji and Ramesh Ji, and a house of local heroes.
RELAUNCH2026new identity and architecture
05Where people gather to eatTasting tables, memory carts and food series that put regional food in front of people: the Bachpan Thela, Sunder Masala Baithak and Khana OK Please.
PLATFORMS5films, carts, trucks, tables
06Every hand is a karigarSudha Ji tastes, Ramesh Ji inspects, Bunty tests the heat and Pihu gives the final thumbs-up. Behind them, 101 to 500 karigars across sourcing, milling, packing, quality and sales.
GENERATIONS3of the Jain family
WHAT WE BELIEVE

PEEDHIBADALTI HAI.SWAAD NAHI.

In India, heritage is above all. It is passed on in the name of family, tradition and respect. The elders live by strong values. The young watch them, learn from them, and mould those values to their own time.

Our elders had one rule for the spice box: add less, keep the body happy. More masala never meant better food. Restraint is the recipe.

So we make masala the way a family hands down a recipe. Nothing added, nothing hidden. Made by hand, made for the plate, and carried to wherever life has taken you.

Food satisfies the stomach. Spices satisfy the mind.घर का स्वाद, हर शहर में।
HISTORY & VISION

From a bicycle in Indore to a flavour institution. The business was built on heritage, and the elders became its advisors.

1975 → 2035
1975
THE BEGINNING

A bicycle and a recipe.

Bharat Kumar Jain makes masala at home and sells it from his bicycle in Indore. The rule he rides with: only the masala we would use in our own home reaches yours.

2ND
THE SECOND GENERATION

The elders become advisors.

His sons join. Shailendra Jain takes charge of finance and purchase, Gaurav Jain of operations and manufacturing. Sunder grows into a professionally managed group serving the Indian market.

3RD
THE THIRD GENERATION

The grandson tells the story.

Akshat Jain brings new packaging, e-commerce and modern trade, and carries his grandfather’s teaching to a generation that lives far from home.

2026
THE REPOSITIONING

Local hero masala.

The heart belongs to Indore; the opportunities are in Bangalore. Sunder becomes the masala that brings the flavour of home to wherever life has taken you.

2035
THE VISION

An Indian flavour company.

Consumer, professional, industrial and global, all connected by one shared flavour capability. Scale only what can remain true.

WHAT THE HOUSE STANDS ON

Four pillars, handed down from the elders and kept for the next generation.

01
HERITAGEHanded downGrandfather’s knowledge, carried forward and moulded for today.
02
PURITYNothing hiddenPure spices, made by hand, made for the plate.
03
LOCALITYFrom the sourceReal regional flavour. Indore taste that comes from Indore.
04
RESTRAINTLess is moreFull flavour with a lighter hand. Taste and health, reconciled.
Certified: ISO 22000:2018 food safety management, FSSAI and HACCP.Nothing added, nothing hidden.
OUR HOUSE

Not another masala brand. A house of local heroes, each with one clear job, and one promise across all of them: the real taste of your region, never flattened into a national average.

LOCAL “HERO” MASALA
HABITSUNDER ESSENTIALSThe everyday heroes

Pure single spices and everyday blends: mirch, haldi, dhaniya, jeera, garam masala. Value packs and sachets, with Sunder Express for the busiest kitchens.

The test: is it used every day?Chutki Laal · Ghar Ka Garam · Pakka Peela · Bhuna Jeera
MEMORYSUNDER REGIONSIndia’s street legends

One signature blend for each city that owns a dish. Limited, rotating and pride-led, made the way each region intends.

The test: does one place own it?Chappan Chhidkaav Jeeravan · Banarasi Chaska Chaat · Mathania Laal Mirch
REVERENCESUNDER HERITAGEThe royal recipes

Multi-spice dish masalas from India’s culinary courts. Festive, slow-cooked and made from an inherited recipe.

The test: is it for a khaas dawat?Darbari · Degh Gosht · Bhatti Murgh · Daawat Korma
PERFORMANCESUNDER PROFor professional kitchens

Food-service blends built for yield, consistency and kitchen economics, for the dhabas, hotels and caterers people already trust for taste.

The test: does it perform at scale?Bulk packs for HoReCa and catering
THE DHABA TRUTHRamesh Ji

REGION MAY CHANGE.
THE DHABA STAYS CONSTANT.

The most honest expression of Indian heritage food sits on the side of a highway. Truckers eat where the food is real, and a line of parked trucks is the only review that matters. That is the taste we hold ourselves to.

Jahan truck ruke, wahan swaad.
THE MASALA MEMORYPihu

IT WAS NEVER A FISTFUL.
IT WAS ONE CHUTKI.

Outside every school there was a thela. A newspaper cone of poha, a glass of jaljeera that made you wince and grin, kairi with a red-and-black dust you licked off your palm. A single pinch of the right masala did what a spoonful of the wrong one never could.

Kam masala. Poora swaad.
PLATFORMS

We don't wait for the event. We are the event. Films, carts, trucks and tables that put regional food back in front of people.

WEB SERIES
KHANA OK PLEASELocal chefs cooking real dhaba food, one region’s hero dish an episode.Horn OK, Khana OK.
DOCU-SERIES
DHABA DIARIESA travelling series mapping the country’s hero dishes, and the spice behind each one.Real dhabas, real cooks, real recipes.
ON-GROUND
TRUCK PE TADKAA truck-art food truck that rolls into a city and cooks a different region’s hero dish each week.The queue becomes the content.
MEMORY CART
THE BACHPAN THELAA travelling street cart that recreates the snacks of your childhood, each finished with one pinch you add yourself.Ek chutki, poora bachpan.
ANNUAL FLAGSHIP
SUNDER MASALA BAITHAKA tasting table for the flavours Indore remembers. Heritage and regional blends, cooked live, every festive season.Indore, every year.
SUNDER 2035

BUILD HABIT.
REAWAKEN MEMORY.
PROTECT REVERENCE.
DELIVER PERFORMANCE.

Spices are where we started. Repeatable flavour is what we are building: an Indian flavour company where the consumer brand stays the cultural centre and shared flavour knowledge connects everything else.

CONSUMER INDIA
Essentials, Regions and HeritageHousehold habit, cultural memory and ingredient reverence.
PROFESSIONAL
Sunder ProKitchen performance, chef trust and institutional repeat.
INDUSTRIAL
Sunder LabsCustom flavour systems and embedded formulation relationships.
GLOBAL
International portfoliosIndian flavour authority, in markets beyond India.
Scale only what can remain true.