THIRTEEN years, that's how long we have been in this business of manufacturing and selling masala powders under the brand name Aruna. Actually, I have a background in finance and accounts. And I worked for TheTimes Of India in Bombay before coming to Mangalore and settling down with this business.

The business was started for somebody else, but we got duped, and in the bargain, we thought why not take over the business ourselves and run it. So we started off in a small, but profitable way. And today look at us! We go to ten districts in Karnataka with our products and achieve a turnover of four crore a year!

Seventy per cent of Aruna Industries' sales have got to do with chillies. Our chillies come from Byadgi in Karwar district. This is the second biggest chilli growing centre of the state. We buy all varieties of chillies from here. What is special about Byadgi chillies? You might as well ask! They are the best that you may utilise in the manufacture of sambar, rasam, bafat, Stew and kashaya powders.

The Byadgi chillies are of such strong pungency, that nobody except workers from Byadgi can work with them! Other staff find it difficult to even walk through the chilli sorting room, but these fellows will sleep on the Byadgi chillies and not come to any harm! We grind the chillies three times to come up with a super-fine powder. The chillies, and coriander that we get from Mandsaur in Andhra Pradesh, make a sort of base for all our masala powders.

We use four varieties of Byadgi chillies. By mixing the powders of all these, we manage to get the colour and spice level that Aruna Industries is famous for. The proportions of each powder I keep a secret from everyone! That's the family secret, why should I let it out? But I'll tell you, we market three qualities of chilli powder: A-1; Special; and, Popular.

A-1 is known for its level of spice and colour. Special is slightly more mild in spice, but has a better colour of red. And Popular is hot, hot, hot, but weak in colour. All the chilli powders are reputed and consumers know which one they want. Our rates for most products are more than Everest Masala's, but then, we pride ourselves on our products as well. We also make a pickle powder, coriander, turmeric, pepper, methi, and garam masala powder... with the whole works. And masalas for meat, chicken, pav bhaji. Our products are available with wholesalers. How popular are they? Ask the Mangalorean housewife, she'll tell you!