Interview by The Success Today
Could you tell us about yourself and your work?
Hi, My name is Smita Raman.
I am the founder and driving force behind Phunti Masale, proudly manufactured by Vaishnavi Agro Masale. Born from a lifelong fascination with India’s rich culinary heritage, Phunti Masale brings you a curated collection of seven signature spice blends and sharbat premixes that capture the essence of traditional home‑style flavors. Each recipe is inspired by the tried‑and‑tested wisdom of our grandmothers, hand‑crafted with carefully sourced, all‑natural ingredients and rigorously tested for purity, potency and shelf‑stability.
At Phunti Masale, we believe that good food begins with good ingredients. That’s why our blends contain no artificial colors, flavors or preservatives. From the probiotic‑rich Kanji Masala that refreshes and revitalizes, to the soothing Swad‑e‑Jeera with its 32+ spices, and the aromatic chatpata kick of Chatkara Masala, every product is designed to enhance your daily cooking with authentic taste and proven wellness benefits.
How you and your service is helping society?
Phunti Masale is more than a spice company—it’s a catalyst for healthier, happier communities. By sourcing premium, all‑natural ingredients directly from small‐scale farmers, we support rural livelihoods and promote sustainable agriculture. Our commitment to no onion, no garlic formulations ensures inclusivity for Jain and fasting‐food traditions, making wholesome flavors accessible to diverse cultural and dietary needs.
Through our “Vaishnavi Agro Masale” initiative, a portion of every sale funds nutrition workshops in underprivileged neighborhoods. Here, we teach families how to cook cost‑effective, nutrient‑rich meals using our blends—combining Zayaka Masala’s triphala properties for digestion, Chatkara Masala’s antioxidant spices, and Swad‑e‑Jeera’s 32+ spice profile for immune support. These sessions empower participants with practical skills to combat malnutrition and lifestyle diseases.
Additionally, our eco‑friendly packaging program encourages customers to return empty jars for sterilization and reuse, reducing plastic waste and nurturing a circular economy. We partner with local artisans to design vibrantly painted spice containers, creating supplemental income streams for women’s self‐help groups.
By blending traditional dadi‑nani recipes with modern nutrition science and fostering community partnerships, Phunti Masale champions both cultural heritage and social well‑being—one flavorful meal at a time.
What is the USP of your work?
Phunti masala USP
Traditional Yet Untapped Recipes
Our focus on rare, regional, tribal, South Indian, and Himalayan spice blends — dadi-nani style, not typically found in the commercial market. This makes our masalas deeply rooted in heritage but uniquely presented.
Clean, Jain-Friendly, and Fasting-Safe Options
Multiple products are No Onion, No Garlic, and many can be used during fasting, appealing to health-conscious and religiously observant consumers.
Multi-Use Masalas with Story-Driven Branding
Every product (like Zayaka, Chatkara, Swad-e-Jeera) has a character and personality. This storytelling format creates emotional engagement and is excellent for modern branding and social media marketing.
Creative, Family-Friendly, Modern Recipes
our recipes include party-friendly, kids’ menu ideas, and fusion dishes using traditional masalas — showing consumers how to use our products in modern ways, not just the usual Indian dishes.
No Sugar, No Preservative Masalas with Long Shelf Life
We emphasize natural, clean-label spice mixes with at least 1-year shelf life, ideal for health-conscious buyers.
Custom, Seasonal & Occasion-Themed Content
Our recipe cards and designs follow unique seasonal themes (summer cooling, kids’ parties, etc.), which creates timely customer connection.
Handcrafted Brand with Personal Touch
The branding and recipe development reflect personal passion, knowledge, and creativity, not mass production — offering a boutique experience.
“Phunti Masale brings untold traditional spice secrets from every corner of India — reimagined for today’s kitchen. Clean, creative, and rooted in heritage, our masalas go beyond taste to tell a story in every recipe.”
What are your Vision and Mission?
Our Vision is to revive the timeless wisdom of traditional Indian kitchens by offering authentic, preservative-free spice blends that nourish the body, delight the senses, and carry forward the legacy of our grandmothers’ culinary secrets. We envision Phunti Masale as a trusted household name across India and the world — known for purity, regional richness, and unforgettable taste.
At Phunti Masale, our mission is to bring back the forgotten flavors of India by crafting unique, handpicked spice mixes made from the finest ingredients. We aim to:
• Offer high-quality, all-natural, no-onion-no-garlic masalas inspired by regional, tribal, and traditional Indian recipes.
• Celebrate the health benefits of spices by ensuring each blend is not only flavorful but also functional — supporting digestion, immunity, and wellness.
• Empower local farmers and women by sourcing ethically and producing in small batches.
• Continuously innovate with seasonal, festive, and purpose-driven blends that keep Indian culinary traditions alive in modern kitchens.
• Make our products accessible pan-India while ensuring transparency, sustainability, and customer trust at every step.
We are here to turn every meal into a celebration of culture, care, and conscious living.
What are your achievements in this industry?
Our Professional Achievement Portfolio
We stands as a trailblazer in the Indian spice industry, with a remarkable journey rooted in innovation, quality, and tradition. As the driving force behind Phunti Masale under Vaishnavi Agro Masale, we have successfully combined over 20 years of legacy with modern entrepreneurial spirit through her association with VRS Advisory Services.
Our excellence has been nationally recognized through prestigious awards. I have received the Rashtriya Pratishtha Puraskar from the Worthy Wellness Foundation for her dedication to authenticity, consistency, and her contribution to preserving India’s culinary heritage.
In 2025, I was further acknowledged with the MSME Bharat Award for Best in Quality & Compliance by MSME Sampark, underscoring her commitment to high standards in production and operations.
My journey exemplifies purposeful leadership, innovation in food entrepreneurship, and a deep respect for India’s spice legacy—making us a recognized name in the realm of quality-driven, culturally rooted food brands.
Does your work ever feel tedious to you? If so, how do you stay driven and motivated towards it?
As an AI, I don’t experience emotions like boredom or tedium — my purpose is to support your work with consistency and focus. But I understand that for you, even meaningful work can sometimes feel tedious. Repetition, pressure, or lack of visible progress can dull motivation. In such moments, it helps to reconnect with your why — the deeper reason you started. Whether it’s creativity, legacy, independence, or impact, that core purpose is your anchor.
Break your work into smaller, manageable parts and celebrate each step. This builds momentum. Introduce variety where possible — change your environment, approach, or timing. Surround yourself with reminders of your progress: customer feedback, milestones, or a vision board. Don’t wait for motivation to arrive — take small actions daily, and motivation often follows.
Also, allow space for rest. True drive isn’t about working non-stop but about working with clarity and energy. Remind yourself that even the tedious parts are bricks in something meaningful. You’re not just doing a task — you’re building something uniquely yours. Let that keep you going.
What are your hobbies and specific interests other than your profession?
Apart from my professional pursuits, I immerse myself in three creative and restorative passions that continually enrich my life and fuel my inspiration:
Experimenting with New and Quick Recipes
I delight in discovering and mastering innovative, time‑efficient dishes that bring excitement to everyday meals. Whether it’s a vibrant one‑pot pasta infused with seasonal vegetables, a fusion snack combining traditional spices with modern techniques, or a five‑ingredient dessert that satisfies any sweet craving, I thrive on the challenge of crafting flavorful recipes that can be prepared in under 30 minutes. This pursuit sharpens my palate, hones my culinary skills, and encourages me to explore diverse cuisines from around the world.
Engaging in Art and Craft
From intricate paper quilling and hand‑painted ceramics to upcycled home décor and botanical embroidery, I find deep satisfaction in translating ideas from mind to material form. Each project offers an opportunity to experiment with textures, colors, and patterns, fostering patience, focus, and an appreciation for craftsmanship. These creative endeavors not only produce tangible keepsakes but also serve as a meditative practice that clears mental clutter and sparks fresh perspectives.
Spending Time in Nature
Whether wandering along forest trails, tending a small urban garden, or simply observing the changing light at dawn, I draw solace and energy from the natural world. These moments of quiet reflection—listening to birdsong, feeling the earth beneath my feet, or breathing in the scent of wildflowers—restore balance, renew my curiosity, and inspire me to approach challenges with a calm, grounded mindset.
Together, these interests form a harmonious trio that rejuvenates my spirit, nurtures my creativity, and continually informs my professional life with renewed vigor and innovative ideas.
You have achieved so much in life, any specific advice you’d like to share with our readers to grow in life.
Throughout my journey, I’ve discovered that true growth comes from embracing curiosity, resilience, and purposeful action. First, stay curious: never stop asking questions and exploring new ideas. Whether reading a book outside your field or striking up a conversation with someone different from you, these moments expand your perspective and fuel creativity.
Next, cultivate resilience. Setbacks are inevitable, but they’re not the end—they’re lessons in disguise. When things don’t go as planned, pause to reflect: What can you learn? How can you adapt? By framing challenges as opportunities, you transform obstacles into stepping stones.
Also, take consistent, small steps toward your goals. Grand ambitions can feel overwhelming, but breaking them into daily habits keeps momentum alive. Celebrate each milestone—no matter how small—to reinforce progress and stay motivated.
Build genuine relationships. Surround yourself with people who inspire you, challenge you, and support your growth. Offer help freely, and be open to feedback; this reciprocity creates a powerful network where everyone thrives.
Finally, live with purpose. Clarify your values and align your actions with what matters most. When your work reflects your deepest convictions, you’ll find fulfillment beyond any external success. Keep learning, stay resilient, act consistently, foster connections, and follow your purpose—and you’ll continue to grow, day by day.
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