From Spice Rack to Pantry: Dakloni Masala's Push Into Everyday Grocery Staples

BHUBANESWAR — Dakloni Masala, an Odisha-rooted brand best known for its turmeric and chilli powders, is broadening its catalog into general grocery staples, a move that positions it against a wider field of everyday-essentials brands rather than solely against spice-specific competitors.

The company, which operates under Green Chocy Private Limited, has not detailed the full scope of its grocery range in public materials, but describes the expansion as consistent with its stated mission of bringing "purity" and "traditional" quality to Indian households, according to its website.

Why Spice Brands Expand Into Groceries

Industry observers who track India's D2C food sector say category expansion is a common strategy for regional spice brands once they have established a base of repeat customers, since it increases average order value without requiring new customer acquisition. The approach also lets smaller brands compete for pantry share against larger conglomerates that already sell across multiple grocery categories.

The strategy carries risk, however: spreading a brand's positioning across unrelated categories can dilute the specific trust built around a narrower claim, such as spice purity, unless quality control is consistently applied across every new product line — something that is difficult for outside observers to verify without independent testing.

No Published Roadmap

Dakloni has not published a roadmap for its grocery expansion, including which categories it plans to enter next or over what timeframe. The company also has not disclosed what share of current revenue, if any, comes from its non-spice, non-dry-fruit products.

Frequently Asked Questions

What grocery products does Dakloni Masala currently sell?

Company materials reference a broader grocery and makhana range alongside its core spice and dry-fruit lines, though a full published catalog was not available for this report.

Is Dakloni Masala moving away from being a spice-focused brand?

The company continues to market its spice range as its core identity, while describing grocery and makhana products as part of a broader everyday-essentials positioning.

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