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The taste of a plate of Biryani or Nihari made with Shan Masala you had years ago, leaves an impression that makes it impossible for you to forget that experience. From the korma your dad made at home after getting the packet of masala from the market to the biryani you had at a Mughlai restaurant, the reach and popularity of the brand in this cuisine are astronomical
Shan Masala is a series of packaged mixed spices for Mughlai cuisine dishes produced by Shan Foods, a Pakistani Food company that exports products to over 60 countries. It slowly and quietly gained popularity in India due to its quality. Without an advertisement campaign, Shan masalas were able to cater to an Indian audience; relying completely on the strength of its product.
Mixed Spices
Any Mughlai food enthusiast household will surely have a cabinet full of Shan masalas. With their diversity in recipes and dishes available, Shan masalas give you an option to make biryani, haleem, nihari, korma and Fish curry; anything that your indulgent heart desires. Although the taste that it brings to a dish is as delicious as something made at a five-star restaurant, the food made from their masalas has a unique touch of home and familiarity that often is one of the main reasons why people buy their products more than once. Starting, as a cottage industry in Pakistan, it based its recipes on the combination of masalas their mothers and aunts would put in the food they ate as young people.
As a tradition, people would simply call their friends who celebrated Eid for the taste of authentic mughlai food. What Shan masalas did, was provide accessibility to Eid biryani and korma all around the year whenever you wanted. It made making complicated and intense recipes simple and allowed amateur chefs to follow the recipes behind the masala boxes and serve a mouth-watering dinner for themselves and their families. Shan brought mughlai cuisine to everyone’s kitchen.
The Ban
With the ever-rising tensions between the two neighbours, it recently became difficult for people to acquire Shan masalas from their market after a ban on certain exports from Pakistan to India was imposed. This became a matter of great concern for people who previously never let their shelves be devoid of the Shan masala boxes. It made them cherish and attempt to conserve the boxes they had already bought.
From keeping an eye out on Amazon consistently to researching and finding wholesale shops to buy Shan masalas, customers have found numerous inventive ways to not let go of their favourite masala.
With the rising differences in the current political climate, we see food become a catalyst for overcoming the feeling of ‘the other’ that is present in almost all of us when we perceive someone who is from a different country. Despite, the continuous tension between India and Pakistan, the people of the two countries get to experience and appreciate the other side’s cuisine and culture through a simple food product, like a masala box.
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