Our Journey

On 1st April 1984, late Mr. Cheetarmal Ji Jhalani founded CIBA MASALA UDYOG PVT. LTD. In the 80’s spice business was a baby; there were hardly any branded spices in the market. After my post-graduation I had two options before me- either to start my career with a job or to join the family business. In those days, spice business wasn’t considered very promising; but I saw future. I faced a lot of challenges and couldn’t get any positive results for six years. But I didn’t admit defeat- and with new strategies began marketing my products in various towns and villages. It’s no secret that 80% of our country’s population is rural- and maximum consumption of spices takes place in the rural areas. The cities had a large number of brands available, but I worked day and night to get a strong foothold in the villages. When the people in the villages started to like the food made with our spices, we didn’t even need to advertise our products in those areas. With mere mouth publicity we had established monopoly in the market. Our focus was that Ciba Masala Udyog Pvt. Ltd dominates every market that sells Ciba Masala. And with our diligence and purity of our products, we achieved all our goals. Today we hold 70-80% share in every market that sells our spices.

After the year 2001, the markets were flooded with packaged spices. Competition was everywhere, but it was not of quality but of prices. Hence, gradually public began to lose faith in packed spices. So, to show our foresight, we launched our premium quality range of spices named “Ciba Taaza”. In the beginning we didn’t get much response but with persistence and quality we shared the market of all the spice brands of national as well as international levels. Today we are proud to say that Ciba Taaza is a prominently sold product in both rural and urban market and that we’re the first in line of branded spices in the state of Rajasthan.