2nd Generation Family Owners Share Company’s New Vision FOR THE U.S. Market
House of Spices is the oldest South Asian food company in the USA and is widely known by its brand “Laxmi”. It has evolved over the years as a business leader in the South Asian food space with multiple leading South Asian food brands under its umbrella offering condiments, pantry items, snacks, candy, spices, and frozen foods representing all regions of India, Pakistan, and Bangladesh.
Born out of the absolute need of a young family to be able to enjoy cuisines from their homeland while being away from home, it was founded in 1972 by Indian Immigrant G.L Soni who longed to enjoy authentic cuisine from India. As a South Asian immigrant couple living in New York, the Sonis, particularly Mrs. Shobhana Soni, faced challenges daily to find Indian ingredients for home cooking. This inspired Mr. Soni to start importing Indian cooking ingredients and founding the ‘LAXMI’ brand. Mr. Soni fittingly named it Laxmi in honor of his parents, Mr. Laxmidas and Mrs. Laxmibai. Also, since Goddess Laxmi embodies abundance, the name perfectly fits the company’s vision of providing authentic cooking ingredients in abundance to South Asian families living in the USA and helping them stay connected with their cultures through food.
Today, 48 years later the next generation of the family carries the torch and enhanced vision into the expanding marketplace. The children of the founder, Neil & Amarpali Soni have taken over the company with their sights set on aggressive business expansion, new branding, marketing, and distribution while maintaining the family and company values.
The South Asian market is the fastest-growing population in the U.S. since 2000 with a total population of 6 million and growing – a 81% growth over the last 10 years! Furthermore, the Asian Indians have a combined disposable income of $88 billion and an estimated annual buying power of $20 billion and these numbers are growing. The brother and sister duo know that the time is now to leverage this strong growth of the South Asian segment and do so by delivering authentic ethnic South Asian cuisines and ingredients. They strive hard to ensure that every item with their brand name is delivered with purity, quality, and value. The recent rebrand of their logo also demonstrates an effort from the young leaders of the company, to be more inclusive towards the overall South Asian diaspora and representative of the hospitality and abundance that are trademarks of their culture. The new Laxmi logo is contemporary, universal and visually appealing and the icon represents a modernized red and gold Lotus with auspicious royal overtones. But despite the changes and the new vision of the co-presidents, the signature product line encompassing the ‘Laxmi’ Brand stays true to its authentic Indian roots providing the community a way to stay connected to their culture and cuisine. With aspirations to take their product line to the mainstream market, House of Spices is poised to bring the Indian grocery store items into our neighborhood big box grocery retailers and give a new spin to cooking with healthy, authentic and fresh Indian ingredients.