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MDH – A Legacy To Remember

The rags to riches stories give us hope that reaching the top is possible by simply following some basic principles of business.

India is one of the few countries in the world with a history, heritage, and culture spanning over a millennium. Yet, the impact and evolution that the country has witnessed over the last 100 years have had a larger impact on the nation, than all this time put together. 

Weathering every storm, there are only a handful of Indian companies that have not just survived for over these 100 years but are still going strong even today. One such brand to stand this test of time is Mahashian Di Hatti, popularly known as MDH Masala.

A company started in 1919, MDH has made ready-to-use spices a reality and necessity for consumers all over the world.

How?

Believing in Karma, Mahashay Dharampal has always been simplistic and quality-oriented.

Outside the office of the Founder Shree Mahashay Dharampal in Delhi, is a cardboard sculpture of the man himself, adorned in a red turban – an image that

resonates so well with every Indian household as the Mascot of the 101-year-old spice manufacturing company. 

Idea Germination:

Several decades ago, housewives used to grind their spices manually at home and make their blends for use in their cooking, to make this process easier for the housewife, ‘Mahashian Di Hatti’ (MDH) visualized the concept of ready-to-go ground spices for them.  

MDH today has a range of 62 products available in over 150 different packages. In 1959, he set up the MDH spice factory.

Speaking to the Economic Times, Mahashay Dharam Pal Gulati said that “his motivation to work is being sincere in the product quality which is sold at affordable prices”

Did you know?

Nearly 90% of Mahashay Dharampal’s salary goes to charity.

MDH campaign:

MDH has a unique selling proposition in terms of its quality and traditional yet distinctive flavors.

All the ads made by the brand feature the owner of the company Mahashay Dharam Pal Gulati, which is unique and hence has a very prominent recall value in the minds of the consumers.

From Television, print media to its entire social media handles the digital marketing communication in sync with its USP.

Some popular campaigns:

  • Nature Jaisi Shudta” : A campaign made to promote the natural ingredients used for making the species and depict their purity.
  • Mahashay Dharam Pal Gulati Journey Ad’ : This was published in the year 2017, which focused on the journey of the owner and how he has been associated with all the process of the company that has reached such great heights 

Brand Image:

MDH has a huge brand recall and has maintained its branding and advertising strategy for an exceedingly long time.

They have focussed on intensive marketing via print, TV, and digital mediums.

Their offline strategy includes advertising in local magazines, food magazines, women-centric magazines, and hoardings.

The tagline of this brand is ‘Asli Masale Sach Sach – MDH’ in itself has a catch to it.

Beyond the spice:

MDH Masala has been actively involved in charitable and social causes and even maintains Mahashay Chunni Lal Trust for the benefit of needy people.

It has opened hospitals, schools, and has been involved in several events that promote harmony in the community.

Mahashay Dharam Pal has developed more than 20 schools including MDH International School, Mata Lilavati Kanya Vidyalaya, Mahashay Chunnilal Saraswati Shushu Mandir, Mahashay Dharampal Vidya Mandir and more.

He started a 10-bed eye hospital at Arya Samaj, Subhash Nagar in November 1975. In January 1984, a 20-bed hospital was established in Janakpuri, New Delhi to commemorate his mother Mata Chanan Devi. Now it has 300 beds on about 5 acres of land. The hospitals are equipped with CT scans, MRI, HERAT Wing, Neurosciences, IVF, etc.

All these social initiatives and a strong brand presence has made MDH a household name synonym to Indian spices and is definitely a success story to remember.

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