DESPITE being relatively new to the spice industry, Penang-owned brand Chitthi Spice has already achieved a significant milestone and is now preparing to venture overseas, starting with Canada.
Founded just a few years ago, Chitthi Spice Sdn Bhd is the brainchild of entrepreneur Ganga Devi Ganesh, 47, whose confidence in her products and willingness to take calculated risks have propelled the homegrown brand onto the international stage.
What began as a modest local venture is steadily evolving into a global contender.
Ganga Devi said the company’s overseas expansion follows a successful trial shipment to Canada early last year.
“A local agent there is currently in the process of setting up warehouse facilities ahead of Chitthi Spice’s official market entry,” she told Buletin Mutiara at the factory in Nibong Tebal recently.
Interest has also been received from distributors in the Republic of Mauritius and Saudi Arabia, she added, noting that the inclusion of Jawi wordings on the packaging has attracted attention in Muslim-majority markets.
Venturing into the spice industry, Ganga Devi said, was both a personal challenge and a statement of empowerment, proving that women can succeed in a sector traditionally dominated by men.
She also sees strong long-term growth potential in the industry, as spices are integral to cuisines worldwide.
“Malaysian spices are especially sought after internationally for their distinctive flavour and aroma,” she said.
Founded in 2022, Chitthi Spice moved swiftly to establish credibility, securing halal certification from the Penang Islamic Religious Council within just three months of operation.
The company later obtained certification under the Malaysian Food Safety Scheme from the Ministry of Health, allowing its products to be marketed more widely.
A mother of three, Ganga Devi admitted she had never planned to go into business, despite coming from a family with a business background.
Her turning point came after she joined the six-month Penang Women Entrepreneurs Mentoring Programme (PenMentor), organised by the Penang Women’s Development Corporation (PWDC).
At the time, the programme was known as the Penang Women Entrepreneurs’ Mentoring Programme (PWEMP), and she was part of batch 2.0.
Conducted entirely online, the programme marked the moment she decided to step out of her comfort zone.
Through structured mentoring, business guidance and peer support, she gained the confidence to invest nearly RM500,000 of her own savings to set up a spice factory.
Initially, the factory produced just six items namely chicken curry powder, fish curry powder, turmeric, chilli, black pepper and white pepper.
Today, the product catalogue has expanded significantly to nearly 60 types of spices and spice powders, along with about 40 related products, including flour-based items, herbal drinks and Indian confectionery.
According to Ganga Devi, Chitthi Spice differentiates itself by producing blends that contain no monosodium glutamate (MSG) and are made entirely from vegan ingredients, making them suitable for vegetarians.
“The products also contain no added colouring or artificial flavour enhancers, resulting in richer aromas and more authentic flavours.
“The factory also currently produces between 500kg and 800kg of spice powder daily,” she said.
In the early stages, Ganga Devi said convincing traders and distributors to carry the brand was a major challenge.
However, consistent participation in entrepreneurship and halal expos, combined with active promotion on social media platforms such as TikTok, gradually helped build brand recognition and market demand.
Factory operations initially involved only Ganga Devi and her husband, P. Sivanesan, 50.
The business has since expanded to employ six full-time workers, with part-time staff hired during festive seasons to cope with increased demand.
In Penang, Chitthi Spice products are sold through local grocery stores and via business-to-business (B2B) channels.
Ganga Devi also welcomed individuals interested in becoming sales agents, particularly housewives and single mothers, encouraging them to contact the company directly for a briefing on the process.
Story by Riadz Akmal
Pix by Adleena Rahayu Ahmad Radzi