Shan Foods rose from a modest home-based spice-grinding operation in Karachi to Pakistan’s leading packaged spice brand. They delivered, along with the spices and pickles, trust and reliability to every home.
That’s something that made them an industry leader.
They delved deep into the game of spice mixes. You can find mixes for hyper-local dishes like Sindhi Biryani, Lahori Chargha, and Peshawari Karahi. This showed respect. It showed they weren’t some random brand on the aisles of superstores, but a corporation that understands the soul of the cuisine.
And now, they have captured every cupboard in your kitchen, from groceries to desserts.
Let’s understand what made them the category king in Pakistan and abroad.
Key Factors Behind the Success of Shan Foods
The following are the factors that made them stand out among many other competitors.
- They Productized the Spice Mixes for the First Time in Pakistan
Pakistani moms used to spend hours grinding and mixing spices from scratch for every meal. Shan identified a gap that nobody else had seriously addressed: the need for convenient, pre-mixed spice blends that could deliver authentic taste without the labor-intensive preparation.
Shan essentially created an entirely new product category in Pakistan. This first-mover advantage gave Shan a significant head start.
- Emotional Brand Positioning
Even if you don’t use any product of Shan Foods, you still remember their iconic ads that go like, Khushiyan Chakh Lo, and the famous 2015 “Ami ki yaad arhi hai” ad featuring brothers abroad. No one can forget their emotionally-driven ads that often bring tears to the viewer.
The way they creatively position their product as a cultural icon is memorable, and it makes their brand name instantly recognizable. Their creatives often showcase how Shan Masala has transcended through different generations, and it quickly connects with both national and overseas Pakistanis.
- Premium Quality and Global Certification
Shan Foods made a deliberate choice to position itself as a premium brand from day one. They understood that when it comes to food, especially something as integral to flavor as spices, quality cannot be compromised.
The company was among the first Pakistani food manufacturers to obtain international certifications, including Halal certifications.
This attention to quality built trust with consumers who knew that every packet of Shan Masala would deliver consistent results.
- Strong Cultural Marketing Campaigns
Shan Foods has leveraged Pakistan’s cultural values like family bonds, gender empowerment, and tradition in its marketing to build deep emotional connections.
#DifferentYetTogether (International/Global): This campaign targeted South Asian diaspora in the UK, Germany, and Australia around Ramadan, using influencers to share personal stories of food uniting diverse cultures.
Ramzan Ki Shan: Launched during Ramadan, this campaign promotes love, peace, and unity through prayer and inclusive messaging. This ties the brand to Pakistan’s core religious festival, enhancing recall during peak consumption periods.
#MoreThanJustACook: The 2020 thematic campaign challenges stereotypes with the tagline “Khaana banana aur pyaar se khilana kisi aik ka kaam nahin” (Cooking and feeding with love isn’t one person’s job). It celebrates women’s roles beyond the kitchen.
- Focused R&D and Product Line Expansion
Shan Foods doesn’t compromise on the quality. The company hasn’t rested on the success of its original product line but has continuously invested in research and development to meet evolving consumer needs.
Beyond spice mixes, Shan diversified into pickles, dessert mixes, sauces, and seasonings. For instance:
- Recipe Mixes (Biryani, Korma, Tandoori Masala)
- Cooking Sauces (Biryani Sauce, Nihari Sauce, Achar Gosht Sauce, etc.)
- Plain Spices (Lal Mirch, Dhanya Powder, etc.)
- Cooking Pastes (Ginger Paste, Garlic Paste, etc.)
- Pickles
- Desserts
- Shoop Noodles
- Salt
Their R&D team works on improving existing formulations, developing new products, and adapting recipes to regional taste preferences.
Key Takeaway From Shan Food’s Success Story
From startups taking their first steps to established companies scaling new heights, Work Hall provides the environment where businesses can craft their own recipe for success. Because, much like great food, great businesses are created with the right ingredients: vision, discipline, collaboration, and the right space to grow.
The success story of Shan Foods, born in Karachi and grown into a global brand, is a powerful reminder of what can happen when ambition meets the right environment. Rooted in the same city that nurtured Shan Foods, Work Hall brings together modern workspaces so you can work on your dream with your colleagues and create something that you are proud of.
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