From Father to Daughters: The Inspiring Legacy of MV Spices in Jodhpur

Nestled in the heart of Jodhpur, MV Spices is not just a shop; it’s a living testament to the rich heritage of Indian spices and the indomitable spirit of women entrepreneurship. Founded over four decades ago by Mohanlal Vermohal, MV Spices has grown from a modest grocery store to an iconic name in the world of spices, known for its quality, authenticity, and a touch of familial love. We had the privilege of interviewing Neelam, the third of seven daughters affectionately known as the Spice Girls, and here is the story of MV Spices as narrated by her.

Spicing Up the Past: The Birth of MV Spices

Mohanlal Vermohal, affectionately known as the Masala King of Jodhpur, began his journey in the bustling Clock Tower vegetable market. Amidst the chaos and clutter, Mohanlal’s curiosity and passion for Indian spices set him apart. Despite not knowing English, his eagerness to communicate with foreign visitors led him to create ready-made masala powders, making it easier for them to recreate the flavours of India in their kitchens. His innovative approach and dedication soon earned him a loyal customer base and a spot in numerous travel guidebooks.

Talking about the origins, Neelam recalls, “My father had an uncanny ability to connect with people, even if they didn't speak the same language. His love for spices was infectious, and he wanted to share the authentic flavours of India with the world. That’s how MV Spices was born.”

Girl Power in a Spice Jar: The Women Behind MV Spices

The sudden demise of Mohanlal left the family in a state of turmoil. However, his wife, Bhagwanti, took a courageous step to keep his legacy alive. Despite the societal challenges and being the only women-run business in a male-dominated market, Bhagwanti and her daughters persevered. Today, Neelam, one of the daughters, proudly continues the tradition, earning the moniker "Spice Girl No. 3" from the documentary “The Spice Girls of India.”

Neelam shares, “When my father passed away, we were heartbroken. But my mother, with her incredible strength, decided to carry on his legacy. It wasn’t easy, especially in a market dominated by men, but we were determined to prove ourselves. We faced many challenges, from skepticism about our abilities to the practical difficulties of sourcing and producing high-quality spices. However, our dedication and commitment to my father's vision kept us going.”

Spices with a Story: Uncompromising Quality

What sets MV Spices apart is their unwavering commitment to quality. Unlike many, they source spices directly from organic farms across India, ensuring that each spice is natural and fresh. Their unique blends, created from Mohanlal’s secret recipes, are ground and mixed in-house, maintaining a standard that keeps customers coming back for decades. From the ever-popular Masala Chai to the flavourful Maharaja Curry, each product tells a story of authenticity and tradition.

“Our father taught us that quality is paramount. We never compromise on the freshness and authenticity of our spices. Each blend is a piece of our heritage, and we take immense pride in that,” says Neelam. “We have a rigorous process to ensure the highest quality. Each batch of spices is carefully inspected, and we adhere to traditional methods that have been passed down through generations. This meticulous attention to detail ensures that our customers receive only the best.”

The Secret Sauce: Sourcing and Production

MV Spices sources its spices from various regions across India to ensure it gets the best quality products. The process of selecting and sourcing spices is meticulous. They visit farms, check the soil quality, and ensure no pesticides or chemicals are used. This attention to detail ensures that every spice is as natural and pure as possible.

Neelam elaborates, “Our relationships with the farmers are built on trust and mutual respect. We believe in supporting local farmers and ensuring fair trade practices. This hands-on approach allows us to maintain the high standards our customers expect and ensures that our spices are free from harmful chemicals.”

From Local Markets to Global Kitchens: The MV Spices Reach

MV Spices caters to a diverse customer base, including locals, tourists, and international clients. Their reputation for quality and authenticity has made them a favourite among food enthusiasts and professional chefs alike. Over the years, the demand for their products has grown significantly, and they now ship spices to customers all over the world.

“Tourists from all over the world visit our shop. Many of them become regular customers, ordering our spices even after they return to their countries. It’s heartwarming to see how our spices bring a piece of India into their homes,” Neelam remarks. “We have customers who have been with us for decades, and they often tell us how our spices remind them of their travels to India. This connection with our customers is incredibly rewarding and motivates us to keep striving for excellence.”

Spicy Roadblocks: Challenges and Triumphs

The journey wasn’t without challenges. From competitors copying their business to the difficulty of sourcing organic spices amidst the rise of hybrid farming, the family faced numerous hurdles. Yet, their determination and refusal to compromise on quality have been the key to their success. They take pride in their sustainable practices and the loyalty of customers who have been with them for over two to three decades.

Neelam reflects, “We’ve faced many challenges, but we’ve always stayed true to our principles. Our commitment to quality and our customers’ trust has been our driving force. One of the biggest challenges was establishing ourselves as a credible business in a male-dominated market. However, our perseverance paid off, and today, we are proud to be recognised for our quality and authenticity.”

Spice Up Your Life: Online Presence and Marketing

While MV Spices thrives on traditional values and word-of-mouth marketing, they have embraced modernity with a global clientele. They ship spices worldwide, with a significant portion of their customers being international travellers. However, to protect their unique blends from being copied, they steer clear of large e-commerce platforms, preferring to sell through their website.

“The rise of e-commerce has been a game-changer for us. We can now reach customers globally, but we prefer to sell directly through our website to maintain control over our products and ensure quality,” says Neelam. “Our website allows us to provide detailed information about our products, share recipes, and engage with our customers directly. This personal connection is something we value greatly.”

Women of Spice: Empowering Change

One of the most inspiring aspects of MV Spices is its role in women's empowerment. In a region where women are rarely seen in business, MV Spices stands as a beacon of change. The sight of women running a successful spice shop not only breaks stereotypes but also offers a unique experience to foreign visitors who seldom interact with local women in the tourism industry.

Neelam proudly states, “We are breaking barriers and setting an example for other women. Our shop is a place where women from all walks of life can see that anything is possible with determination and hard work. Our story has inspired many women to pursue their dreams, and we are honoured to be a part of this positive change.”

Spice Dreams: Future Plans

As MV Spices looks to the future, they aim to expand while staying true to their roots. They aim to open more shops in tourist-heavy cities are in the pipeline, inspired by their interactions with travellers who carry their stories across the globe. 

“We have big plans for the future. We want to bring our spices to more people and explore new products that can benefit our customers’ health. Our father’s legacy is our guiding light,” Neelam shares. “We are excited about the potential of Ayurvedic products and are working on creating blends that promote health and well-being. This new venture aligns with our mission to provide natural, high-quality products that our customers can trust.”

Saffron Dreams: A Personal Touch

When asked for Neelam’s favourite spice she mentioned, that saffron holds a special place in her heart. Its delicate nature, coupled with its myriad benefits for skin and immunity, makes it her favourite spice. “Saffron is not just a spice; it’s a symbol of luxury and purity. It has incredible health benefits and adds a beautiful aroma and flavour to dishes. It’s my personal favourite, and I love sharing its benefits with our customers,” she says with a smile.

Spicing Up the Legacy: Carrying Forward a Living Tradition

"MV Spices is not just a business; it is a living legacy. We are proud to have served the travellers coming to India for a bite of our culture and the people of Jodhpur for over 4 decades now. Our commitment to preserving our heritage while embracing modern trends ensures that our spices remain a symbol of Indian culture and craftsmanship," quips Neelam. "Our journey is a testament to the strength and resilience of our family, and we are dedicated to carrying forward this legacy with pride and integrity", adds Neelam.