--By Bhawani Timilsina

 

Century spice was first introduced in the Nepalese market with the concept to offer alternative to the hassle of grinding and mixing of spices. Established in 1997 AD, the brand achieved huge level of success within a couple of years. “Century has occupied significant space in every Nepali kitchen.” says Moti Dugar, Managing Director of the National Group of Companies, the owner of the brand.

 

“Century is the brand to reckon with when it comes about quality products in the sector of spices,” he adds. He also claims that the century brand is the leading domestic brand in Nepal’s spice market.

 

“As we had monopoly in branded market of spices, the brand got huge publicity within short period of time”, he says. Recalling initial days he opines, “We focused on publicizing the product through print and electronic media. “The effort of publicity paid well and  Century succeeded to become a number one Nepali spice brand.”  

 

Century spice includes fish masala, meat masala, chicken masala, chana masala, chat masala, dal jeera masala, kitchen king masala, biryani masala, pau bhaji masala and momo masala. With a tagline ‘target for ever’, the brand intends to inform that taste of the Century spices remains in the taste buds for a longer period. The brand has been awarded with the ‘NS’ 

quality mark. 

 

Despite struggling for years in the beginning, two decades long journey of the century brand remained easy.  “The overwhelming response of the consumers encourages us to expand our portfolio,” he informs. We are planning to introduce cheese ball under the similar brand name in the days to come.

 

The logo of the brand has two green coloured Spoons which symbolizes food freshness.  

 

 

The company has a separate team that conducts research on strengthening the brand. “According to the   findings of the survey conducted a year ago the brand value of Century brand was between Rs 10 to 20 million,” Dugar said. “We have excellent technologists who have brought high-end quality and value of the product,” he adds.

 

There company has extended its line up of production to CTC tea,  instant snacks (Kurmure, Gapagap, Kurkure) and Glucose. 

 

Elaborating on how they decided the brand name, he shares, “The entire world was entering the 21st century. So the idea of century appeared in my mind.” The company has five members team for handling the entire activities of the brand management. “Once product becomes  renowned brand it does not requires brand ambassador for promotion,” he says while maintaining, “However, it is necessary to maintain quality.” 

 

The brand has targeted all classes of people. The company has been publicising the brand in various electronic and print media as well. “We followed every possible medium for the publicity of the product. Radio jingles, TV ads, pamphlets were some of the major ways of advertisements that we 

relied on.”

 

Various products of the Century brand are exported to countries such as Canada, United Kingdom, USA, India, Malaysia, UAE among others. The company claims that Century brand products are popular for their quality, affordability and hygiene.