Tulua was launched in the middle of the first wave of pandemic. Over the last 3 years, Tulua has established a solid presence across India through Amazon & D2C. The brands Ready-To-Cook range is also available in Pittsburg, USA. And, in Jan 2023, they launched the HoReCa vertical, entering into kitchens of 100+ restaurants, cafes, hotels & airlines in Mumbai. “Our brand is gaining popularity amongst professional chefs and home cooks who value the authentic flavours and convenience of our single origin spices and ready-to-cook pastes. We are dedicated to bringing the true essence of Indian cuisine to kitchens across the country,” shared Richy Dave, Founder & CEO, Tulua. Excerpts from the interview:

What was the whole idea of entering into an unadulterated spice range?

I believe spices are the soul of Indian cuisine. As the founder of Tulua, my whole idea behind entering into an unadulterated spice range was to bring the authentic flavours of India to every kitchen. I wanted to provide clean label products that would simplify the preparation of intricate Indian recipes, making them accessible and convenient for everyone. By offering ready-to-cook pastes and single origin spices, Tulua aims to transform the way people engage with and savour Indian cuisine. Our commitment to quality and authenticity drives us to ensure that every spice we offer is pure and unadulterated, delivering the true essence of Indian flavours. 

What are the different kinds of spices available on Tulua?

At Tulua, we offer a wide range of spices to elevate one’s culinary experience with the ready-to-cook pastes and single origin spices. From fragrant Bay Leaves sourced from the foothills of Himalayas to freshly roasted & ground coriander seed powder, our collection encompasses all the essential spices used in Indian cuisine. 
Each spice is sourced from farms across India, ensuring the highest quality and authenticity. Tulua also offers ready-to-cook pastes with five regional flavours:  Butter Masala from Delhi, Ghee Roast from Mangalore, Malabar Curry from Kerala, Vindaloo from Goa, and Malaikari from Bengal.

From where do you source these high-quality and clean-label products?

At Tulua, we source high-quality and clean label products from trusted suppliers across India to source spices directly from farms and sellers. This hands-on approach ensures that Tulua's spices are clean label and of exceptional quality. By establishing a strong supply chain and working closely with local producers, Tulua guarantees that you're getting the best spices straight from the source. Tulua takes pride in providing customers with products that are sourced responsibly and meet the highest standards in terms of quality.

How have you priced these spices?

All our products are competitively priced, ensuring maximum value for our customers.

What is your market presence? (HORECA, Online and other Retail)

Tulua spices have a strong market presence across various channels. We cater to the HORECA (Hotel, Restaurant, and Catering) industry, where our spices are used by renowned establishments to create flavorful dishes. Additionally, Tulua spices are available for purchase online, making it convenient for customers to enjoy our authentic flavours in their own kitchens. 
 
Who are some of the restaurants, and hotels that are already using your products?

Ramada Group, Taj Group, Soda Bottle Openerwala amongst others.

What’s your expansion plan?

Over the next 18 months, we intend to grow our retail range to 25 SKUS. We also intend to establish a retail presence in Tier 1 cities.

Do you see any competition from any of the brands in the market?

Over the years, Indian customers have relied on trusted & legacy brands for their spice needs. While these brands have a strong presence in the market, Tulua spices bring a unique touch with our focus on clean labels and of exceptional quality. We value the rich culinary traditions, and strive to provide the best quality and authentic spices that elevate their cooking experience. However, Tulua stands out due to our focus on single origin spices, direct sourcing from farms, and commitment to clean label products. We believe in healthy competition and continuously strive to provide the best quality and authentic spices to our customers. 

Trends you foresee that will change the eating-out pattern in India?

At Tulua, we foresee several trends that will change the eating-out patterns in India. Firstly, there is a growing demand for clean label food options, with an increased focus on fresh and organic ingredients. Secondly, the rise of technology and delivery services is changing the way people order food, with more emphasis on convenience and speed. Lastly, the trend of sustainability and conscious eating is gaining momentum, with consumers seeking eco-friendly and socially responsible options. We are excited to be a part of these evolving trends and are committed to providing innovative and authentic culinary experiences.