From Regional Kitchens to Digital Carts: E-Commerce, Brand Management, and Innovation in India's Blended Spices and Seasonings Sector

The study explores the transformation of India's blended spices and seasonings sector from traditional regional kitchens to modern digital commerce platforms. It aims to examine how e-commerce adoption, brand management strategies, and product innovations are reshaping the growth trajectories of both legacy and emerging brands in this sector. Utilizing a qualitative research framework, the present study employs a systematic thematic analysis methodology. Primary data were obtained via comprehensive interviews with brand managers, founders, and industry specialists, whereas secondary data were sourced from corporate reports, e-commerce platform analytics, and industry-related publications. The thematic analysis procedure was informed by Braun & Clarke’s (2006) six-phase framework.The research uncovers five critical themes: (1) Digitization of traditional spice brands, (2) Brand positioning challenges in digital marketplaces, (3) Innovation in product development and packaging, (4) Balancing act between regional authenticity and global scalability, and (5) Shifts in consumer perception driven by online brand experiences. These insights reveal that innovation-led brand management combined with strategic digital adoption is pivotal for sustainable market penetration in the seasoning category. This study bridges the research gap between traditional FMCG branding and emerging e-commerce strategies in the Indian context. A new conceptual framework to link brand innovation, e-commerce integration, and consumer behaviour in the context of spices and seasonings is presented. It thus offers actionable inputs to marketers, brand strategists, and policymakers geared towards enhancing the digital competitiveness of traditional FMCG categories.