It all began in 1998, in the unassuming village of Tamkuhiraj, where Rajendra Verma started his spice business. Known for the uncompromising purity of his products, he attracted customers from far and wide. People trusted the quality of his ground spices, and for years, he thrived. But as pre-packaged, factory-made spices began flooding the market, Rajendra’s little venture began to dwindle. The steady decline became a source of heartbreak for him as he neared retirement. The dream that once soared on the wings of pure intent was losing its light.
But Sachin, Rajendra’s eldest son, couldn’t bear to see the family’s hard work disappear. In 2013, with humble beginnings, he began selling spices in plain, unbranded packets. It was a small step, and success didn’t come quickly. For three years, he toiled with limited returns, battling to revive what his father had once started. But he knew this journey needed more than just effort—it required vision. So, in 2018, Sachin officially registered Santosh Masala. The road ahead was still full of challenges, as the market was dominated by bigger players. The family’s dream was reborn, but it struggled to find its footing.
When the pandemic struck, the world came to a standstill. The giants of the spice industry, with their complex networks and massive infrastructures, found themselves caught in a tangle of broken supply chains. But for Sachin, this was a moment of opportunity. The very disruptions that crippled the big brands opened doors for local, nimble entrepreneurs like him. With grit and determination, Sachin ensured that Santosh Masala filled the gap left by the bigger brands. Slowly, households in his district began reaching for his spices, drawn by their quality and purity. The family’s spices, once a fading memory, were now cooking their way into new homes, new hearts.
Despite his progress, Sachin faced significant hurdles. Limited capital, a lack of expertise in scaling a business—these were obstacles that could have derailed his journey. But Sachin was not alone in his fight. In September 2023, he connected with the Jagriti Enterprise Center in Tamkuhiraj, where he found the mentorship he so desperately needed. With the guidance of Udyam Mitra Manish and Udyam Corp Anand, Sachin was not only able to secure a vital loan of ₹10 lakhs, but he was also equipped with the tools and knowledge necessary to grow his business.
With the loan, he purchased packaging machinery, invested in other essential equipment, and—perhaps most importantly—received mentorship. The Jagriti team introduced him to seasoned entrepreneurs, offered him insights on market access, and provided workshops that taught him how to maintain digital accounts. This wasn’t just about financial help—it was about reshaping how Sachin saw his business and its potential.
In just one year, everything changed. What had taken his father two decades to build, Sachin managed to achieve in a fraction of that time, thanks to the unwavering support from Jagriti. His product range expanded—Santosh Masala now boasted nine varieties, from vegetable masala to meat masala, red chili powder, turmeric powder, and more. Plans were underway to introduce biryani and chana masala to his growing lineup. More than just a business success, Santosh Masala became a source of employment, providing jobs to nine individuals, including four women.
As Sachin reflects on the past year, there is a deep sense of fulfillment. The legacy his father started is not only alive but thriving. He’s not just running a business—he’s building a future for his family, his employees, and the community that believed in him.
The story of Santosh Masala is not just about spices. It’s about the power of persistence, the importance of community support, and the incredible capacity for growth when people come together. With the mentorship and resources provided by Jagriti Enterprise Center, Sachin’s journey today serves as a beacon of hope for small businesses across India. What began as a family’s humble dream has now blossomed into a brand of resilience and success.
Santosh Masala’s rise is a testament to the human spirit’s ability to find light even in the darkest times, proving that, with heart, help, and hard work, any dream can come true.
