DESH MASALA LTD

What DESH MASALA LTD does

Desh Masala Ltd is a UK-based, privately-held e-commerce retailer founded in 2024 that sells South Asian spices, lentils, herbs, millets, protein noodles, protein seasonings, and wellness products to UK consumers. The company operates exclusively through its own WooCommerce-based online storefront at deshmasala.com, with distribution limited to the UK and free shipping offered on orders over £30. Its catalog spans approximately 33 SKUs across categories including whole and ground spices (e.g., Garam Masala, Kitchen King Masala, turmeric, cumin, coriander, chilli), six lentil varieties, seven millet types, an Ashwagandha adaptogen, five millet-based protein noodles, and three high-protein seasonings each delivering 40g of protein per 100g.

The business is in an active brand-build phase, transitioning from reselling established third-party labels (TRS, Natco, Rajah) to launching its own proprietary DESH-branded line. Product positioning blends authentic South Asian culinary heritage with a health-forward narrative — low glycemic index, high protein, vegan, gluten-free, and free from artificial preservatives — targeting health-conscious home cooks as the primary segment, with culinary enthusiasts and UK food-service businesses as secondary audiences. Pricing is unit-based (£1.01–£9.99) with no subscription or paid membership tier; the Spice Club operates as a free retention/engagement program offering recipes, discounts, and culinary content.

Customer acquisition is driven by organic channels: the company website, Facebook, Instagram, Snapchat, and email newsletters, with no evidence of paid acquisition infrastructure, partnerships, wholesale agreements, or external funding. The company is VAT-registered in the UK (Ref. 476137767) with a primary operating address in Collier Row, London. There are no disclosed revenue figures, headcount, management team, patents, certifications, or funding rounds — consistent with a very early-stage, founder-led DTC operation.

Name

DESH MASALA LTD

Legal name

Desh Masala Ltd

Website

https://deshmasala.com

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Desh Masala Ltd is a UK-based, privately-held e-commerce retailer founded in 2024 that sells South Asian spices, lentils, herbs, millets, protein noodles, protein seasonings, and wellness products directly to UK consumers through its own online storefront.

Ownership category

akta.pro rank

Product category

South Asian Spices and Pantry Foods

NAICS

All Other Specialty Food Retailers (445298)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

South Asian (Indian/Pakistani/Bangladeshi/Sri Lankan) Grocery Stores (CRAHAFAD)

Keywords

• South Asian spices
• Lentils and pulses
• Millet noodles
• Protein seasonings
• Indian grocery retail

Headquarters

HQ city

Romford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: One-time product sales through their e-commerce platform. Customers purchase individual items including spices, herbs, lentils, millets, protein noodles, and seasonings. No subscription model is currently offered.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Desh Masala sells premium-quality South Asian herbs, spices, lentils, millets, and health-forward packaged foods (protein noodles, protein seasonings, wellness powders) imported from India through its own direct-to-consumer e-commerce store at deshmasala.com. The catalog spans both legacy third-party brands (TRS, Natco, Rajah) and the company's own DESH-branded product line, positioned around vegan, low-glycemic, high-protein, and unpolished/natural ingredient claims. Sales are UK-only, with one-time purchase pricing and free shipping for orders over £30.

Product overview

DESH MASALA LTD is an e-commerce retailer specializing in premium-quality South Asian food products imported from India. The company offers a diverse portfolio of spices, herbs, lentils, millets, and innovative health-forward products. Their product range includes: five protein noodle varieties (Little Millet, Moringa and Multi Millet, Multi Millet, Pearl Millet, and Spirulina Millet Noodles) positioned as healthy alternatives with high protein and low glycemic index; three protein seasoning products (Garlic & Herb, Louisiana Cajun, and Very Peri Peri Protein Seasonings) delivering 40g protein per 100g; whole and ground spices including Garam Masala, Kitchen King Masala, Fenugreek Seeds, Cumin Seeds, Fennel Seeds, Coriander Powder/Seeds, Mild Chilli Powder, Chaat Masala Powder, Turmeric, and Garlic Powder; six lentil varieties (Black Urad Dal, Chana Dal, Kabuli Chickpeas, Red Kidney Beans, Red Split Lentils, and Yellow Moong Dal); and seven millet types (Barnyard, Finger, Foxtail, Kodo, Little, Pearl Millets) plus Ashwagandha Powder. The company is transitioning from selling known third-party brands to launching their own DESH-branded product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Little Millet Noodles by DESH High-protein millet noodles made from little millet with a low glycemic index, suitable for vegan and diabetic-friendly diets; free from cholesterol and trans fats. Sold to UK consumers via the Desh Masala online shop.
• Moringa and Multi Millet Noodles by DESH Protein-packed millet noodles infused with moringa superfood, providing antioxidant and anti-inflammatory benefits; low glycemic, cholesterol-free, and vegan. Targeted at health-conscious UK home cooks.
• Multi Millet Noodles by DESH Multi-millet noodles with low glycemic index for blood sugar management; high in protein, cholesterol-free, trans fat-free, and 100% vegan. Sold online to UK consumers.
• Pearl Millet Noodles by DESH Health-focused noodles made from pearl millet with a naturally low glycemic index; plant-based protein, free from cholesterol and trans fat, 100% vegan. Sold to UK consumers via online shop.
• Spirulina Millet Noodles by DESH Nutrient-dense millet noodles with spirulina providing plant-based protein; low glycemic index, no cholesterol or trans fat, 100% vegan. Targeted at health-conscious UK consumers.
• Garlic Powder by DESH Finely ground, high-quality garlic powder imported from India, 100% pure and additive-free, suitable for marinades, rubs, soups, and sauces; available in 50g and 100g packs. Sold to UK home cooks.
• Garlic & Herb Protein Seasoning by DESH High-protein seasoning blend with garlic granules, marjoram, parsley, and black pepper, delivering 40g protein per 100g; cholesterol-free with zero saturated fat. Sold to health-conscious UK consumers.
• Louisiana Cajun Protein Seasoning by DESH Cajun-flavored seasoning with Pea Protein and Red Rice Protein, providing 40g protein per 100g; bold blend of paprika, chili, garlic, onion, cumin, thyme, and oregano. Sold via online shop.
• Very Peri Protein Seasoning by DESH Peri Peri flavored high-protein seasoning with 40g protein per 100g; cholesterol-free, zero saturated fat, no artificial preservatives. Sold to UK consumers.
• Fenugreek Seeds 100g by DESH Aromatic fenugreek seeds used in Indian, Middle Eastern, and Mediterranean cuisine for curries, pickles, and spice blends; also used in herbal teas and remedies. Sold in 100g pack via online shop.
• Garam Masala by DESH Warming spice blend of coriander, cumin, cardamom, cinnamon, cloves, and black pepper; essential for authentic Indian curries and dishes. Sold to UK home cooks.
• Kitchen King Masala by DESH Versatile spice blend of coriander, cumin, turmeric, and garam masala for curries, vegetables, and dals; 100g pack. Expertly crafted mix providing restaurant-style flavor in curries, gravies, and stir-fries.
• Coriander Powder by DESH Finely ground coriander spice bringing warmth, earthiness, and a citrus hint to curries, marinades, and seasonings; available in 100g and 250g pack sizes. Sold via online shop.
• Cumin Seeds by DESH Premium cumin seeds with rich, earthy aroma and nutty flavor for curries, stews, and spice blends; available in 100g to 500g pack sizes. Sold to UK consumers.
• Fennel Seeds by DESH Sweet, aromatic fennel seeds with licorice flavor for curries, teas, and spice blends; used in Indian, Mediterranean, and Middle Eastern cuisine. Sold via online shop.
• Mild Chilli Powder by DESH Medium-hot chili powder for seasoning meats, soups, and more; rich, smoky seasoning in 250g and 500g pack sizes. Sold to UK consumers.
• Chaat Masala Powder by DESH Tangy, spicy blend of black salt, dry mango, and cumin for chaats, fruits, snacks, and beverages; available in 100g to 500g pack sizes. Sold via online shop.
• Ground Turmeric (TRS Haldi) Earthy ground turmeric with deep golden hue for soups and stews, known for potential anti-inflammatory properties. Third-party TRS brand carried by Desh Masala.
• Dried Basil (Natco) Sweet and slightly peppery dried basil for pasta sauces, soups, and Mediterranean dishes; 25g pack. Third-party Natco brand carried by Desh Masala.
• Cinnamon (Rajah Powder) Cinnamon available as sticks or ground powder, warm and sweet for baked goods, beverages, and savory dishes like curries; 100g pack. Third-party Rajah brand carried by Desh Masala.
• Black Urad Dal by DESH Unpolished whole black urad dal high in protein and fiber, perfect for dal makhani, idli, and dosa; available in 1kg to 5kg pack sizes. Sold to UK consumers.
• Chana Dal by DESH Naturally unpolished chana dal packed with protein and fiber; ideal for healthy cooking and diabetic diets; available in 1kg to 5kg pack sizes. Sold via online shop.
• Premium Kabuli Chickpeas by DESH Premium jumbo Kabuli chickpeas high in plant protein and fiber; non-GMO, gluten-free; ideal for curries, salads, and hummus. Sold to UK consumers.
• Red Kidney Beans by DESH Premium red kidney beans with bold flavor and deep color; ideal for chili, stews, curries, and salads; available in 1kg and 2kg pack sizes. Sold via online shop.
• Red Split Lentils (Masoor Dal) by DESH High-protein, unpolished masoor dal for quick healthy meals; rich in protein, fiber, iron, and B vitamins; available in 1kg to 5kg pack sizes. Sold to UK consumers.
• Yellow Moong Dal by DESH Nutritious, unpolished yellow moong dal high in protein, easy to digest; perfect for khichdi, dal tadka, and soups; available in 1kg, 2kg, and 5kg pack sizes. Sold via online shop.
• Ashwagandha Powder 200g by DESH Adaptogenic Ashwagandha powder known to reduce stress, boost energy, and support overall wellness; suitable for smoothies and teas; 200g pack. Sold via online shop.
• Barnyard Millets by DESH Nutritious, gluten-free barnyard millets with a mild nutty flavor; low glycemic index, vegan, free from preservatives, cholesterol, and trans fats. Sold to UK consumers.
• Finger Millets by DESH Vegan, preservative-free finger millets with a nutty flavor; low glycemic index, cholesterol-free, trans-fat-free; ideal for blood sugar management. Sold via online shop.
• Foxtail Millets by DESH Gluten-free foxtail millets with a delicate nutty flavor; low glycemic index, vegan, free from cholesterol, trans fats, and preservatives. Sold to UK consumers.
• Kodo Millets by DESH Natural, nutty Kodo millets; vegan, sugar-free with no preservatives, cholesterol, or trans fats; suitable for blood sugar management. Sold via online shop.
• Little Millets by DESH Tiny grains with a subtly nutty flavor; vegan, cholesterol-free, preservative-free, low glycemic; available in 250g and 500g pack sizes. Sold to UK consumers.
• Pearl Millets by DESH Nutritious pearl millets with a mildly nutty flavor; vegan, free from preservatives, cholesterol, trans fats, and sugar; suitable for blood sugar regulation. Sold via online shop.
• Coriander Seeds by DESH Whole coriander seeds with warm, citrusy, aromatic flavor for curries, spice blends, and seasonings; available in 100g to 500g pack sizes. Sold via online shop.

Quantifiable outcome

• Free from cholesterol, trans fats, and artificial preservatives in all health-focused products
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: UK health-and-wellness retailer with strong range of millets, gluten-free, high-protein, and adaptogenic products (e.g., ashwagandha). Comparable as a broader incumbent for Desh Masala's health-forward SKUs such as millets, protein seasonings, and Ashwagandha powder.
• Patak's: Established UK South Asian sauces, pastes, and meal kit brand owned by ABF. Comparable as a mainstream South Asian grocery brand that Desh Masala's spice, lentil, and seasoning range sits adjacent to in the same shopping basket.
• Ocado Retail: UK online grocery retailer with deep specialty/ethnic ranges. Comparable as a broader UK online grocery incumbent that consumers cross-shop against a specialty DTC South Asian store.
• Amazon UK (Grocery): Mass-market UK online marketplace carrying TRS, Natco, East End, and Patak's SKUs alongside Desh Masala's own listings. Comparable as a default purchase channel for South Asian grocery staples that Desh Masala competes with on price and convenience.

Direct peers

• TRS Foods: Major UK South Asian brand spanning whole and ground spices, lentils, flours, and poppadoms. Directly comparable on category overlap — Desh Masala lists TRS turmeric on its own storefront — and a key incumbent whose brand Desh Masala is moving away from.
• Natco Foods: UK manufacturer and brand owner of South Asian spices, pulses, herbs, and ready-to-eat products. Directly comparable on product category overlap — Desh Masala even resells Natco's dried basil alongside its own label.
• Spice Kitchen UK: UK DTC South Asian spice brand selling hand-blended spice kits, tins, and subscription-style bundles. Comparable as a UK-based online-first South Asian spice retailer targeting home cooks and gifting — a closer business-model match than wholesale incumbents.
• Royal Tiger Foods: UK-based importer and online retailer of South Asian groceries including rice, flours, spices, and lentils. Directly comparable on the e-commerce South Asian grocery model targeting UK diaspora.
• Balah Foods: UK DTC brand specialising in South Asian snacks, sweets, and pantry staples sold online and through select retailers. Comparable as a UK-based South Asian DTC food brand competing for similar diaspora and crossover consumers.
• East End Foods: UK-based South Asian food manufacturer and wholesaler supplying retailers, foodservice, and cash-and-carry. Directly comparable as a UK ethnic South Asian grocery brand competing for the same diaspora and mainstream consumer demand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/desh.masala?igsh=dHc2YXNoaW1tbnE0

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DESH MASALA LTD