To add more “zaika” to the growing exports of spices from India, BN Jha, Marketing Director, Spices Board of India has embarked upon a new mission: promote Turmeric Latte. Jha who was in London at the IFE Manufacturing 2022 Fair is scouting for brand ambassadors from UK who can promote this turmeric drink globally. During the pandemic and post Covid “haldiwala doodh” has given big boost to turmeric sales, and its exports have quadrupled because of its medicinal properties, says Jha. During 2020-21 turmeric ranked fifth with an export share of 6.16% of the total exports of spices valued at Rs 27,193.20 crore. Turmeric is globally recognised for its immunity properties. This is why Spices Board is aggressively marketing Turmeric Latte world over. Interestingly, the demand for organic products is growing rapidly in developed countries like Europe, USA, Japan and Australia. The current estimated share of organic foods in these countries is approximately 1-1.5%. This awareness and value for turmeric including other spices is seeing the Spices Board going all out to increase their market share from the current level. Under the Act of Parliament, 52 spices have been brought under the purview of the Spices Board. However 109 spices are notified in the ISO list.