Business
Spicy Organic LLC: Modern Day Spice Merchants

When sprinkling red pepper on a pizza or indulging in a cinnamon roll, most people probably don’t give a second thought to the spices on their food and where they originated. Often taken for granted in modern times, spices were extremely difficult to obtain at one time, and the measures taken to secure them played a profound role in shaping human history. Some spices were once more valuable than gold and gems. Pepper was even used to pay Roman soldiers or rent in ancient times. Although spices are extremely affordable and accessible today, the undertakings that made this possible shaped economies and cultures, even leading to the discovery of new continents.
In Ancient times, Arabian spice merchants would tell stories of the mythical origins of the cinnamon and cassia they sold to maintain an aura of mystery surrounding the origins of their products and keep their foothold on the market. They dominated the market for 5000 years until the Middle Ages. In modern times, however, the spice trade looks different. One family whose story began in India and has crossed the globe, are extremely transparent about the origins of their products, making it a point for them to be traced back to the source.
What began as a small spice shop opened by Sunil Kumar and his family in 1980 in the Village of Lisora in Uttar Pradesh, India has since become a transnational company and the largest supplier of wholesale and bulk organic spices in North America. Just like the explorers and spice merchants of the times gone by, the Kumars help distribute spices across land and water, always maintaining their mission to provide organic and sustainable products. They have relationships with over 10,000 organic farmers and growers, and their legacy spans over 40 years.
How the Spice Trade Shaped History
Spices were the first globally traded product. Archaeologists believe humans have been using spices to season their food since 50,000 B.C. Cinnamon, cardamom, ginger, turmeric and cassia were some of the first to be traded across different lands. Records show cinnamon and cassia arrived to the Middle East more than 4000 years ago. Ancient Arab traders would tell stories of cassia growing in shallow lakes and guarded by winged animals.
Ceylon (modern-day Sri Lanka) and the Spice Islands (modern-day Indonesian Moluccas) served as important trading points at one time. Later on, Alexandria, Egypt became the world’s largest center of trade when it fell under Roman rule. Indian spices traded in Alexandria reached other territories of the Greek and Roman empires. For 300 years after Ptolemy XI gave Alexandria to the Romans in 80 BCE, trade between India and the Romans flourished.
In the 10th century, the trade rivalry between Venice and Genoa led to the Naval War of Chioggia in 1378. Venice emerged as the victor, which allowed them to dominate trade in the Levant for the next 100 years.
Age of Exploration
As shipbuilding technology evolved, the British, Spanish, and Portuguese sailed in search of the fabled spice lands, with the goal of finding alternative trade routes and eliminating the middleman. Christopher Columbus, sailing for King Ferdinand II and Queen Isabella of Spain, famously failed to reach the Spice Islands but discovered the Americas instead. Portuguese explorers successfully found a route to Asia and reached India in 1498. For the next century, they dominated the market.
Fleets from Holland set sail for the Spice Islands in the late 1500s, which led to the establishment of the Dutch East India company in 1602. Other European countries soon followed and established their own East India Companies. Although Portugal dominated the spice trade at one point, it was surpassed by the British and Dutch. The pursuit of spices fueled globalization, technology, and established empires. There was a dark side to their success, however. During this period, European countries established their colonial presence in Asia and other parts of the world at the expense of indigenous peoples, leaving a legacy marked by violence and oppression.
Evolution of Tastes in the Western World
Some may wonder why spices were in such high demand in Europe. Modern European cuisine is not known for incorporating many different spices. Other cuisines, such as Chinese or Indian, are known to be more layered and complex, with contrasting flavors, whereas western European dishes combine similar flavors. One example is the use of cinnamon; its sweet aroma is typically used to enhance sweet dishes in the west, whereas in India and the Middle East it is common to use in savory dishes. Western food is known for being less seasoned than other cuisines. However, this was not always the case.
At one time, Europeans incorporated more spices in their dishes. A beef pie recipe from 15th-century Germany, for example, includes meat, butter, salt, pepper, cinnamon, and cloves.
A 16th-century English recipe for custard- a savory quiche with meat, includes veal, red wine, parsley, sage, hyssop, savory, pepper, cinnamon, cloves, mace, saffron, salt, dates, prunes, and ginger.
So what changed? How did European access to spices change their palate? While affording spices was a status symbol at one time, as spices became increasingly common, it became more elegant to do the opposite of what the masses were doing. So instead of masking food in spices, it became popular for the upper classes to bring out the natural flavors of foods by using minimal seasonings. This is why European food tends to uses fewer spices, preferring herbs, salt, and pepper instead to enhance the natural flavors. However, in the last few decades, the popularity of spices have made a revival as a result of globalization and immigration. One prime example is chicken tikka masala, which is considered to be the national dish of England and a symbol of its multiculturalism.
The Kumar Family’s 40-year legacy
As the largest wholesale and bulk distributor of organic spices and herbs in North America, the Kumar family delivers the tastes of India to North America. They allow Indians abroad to enjoy the tastes of home and non-Indians alike to discover the flavors of India without compromising on quality or price. They help people across the globe continue their family culinary traditions by bringing organic, high-quality spices, making them affordable and accessible.
Since 1980, Sunil Kumar and his family continue their spice trade across land and sea and show us what the modern-day spice trade looks like. So although we may take the accessibility of spices brought to us by companies like Spicy Organic for granted, they helped shape much of history, making huge impacts on economies, cultures, and history. Wars were fought, empires gained and lost power, technology improved, and society became more interconnected.
Business
Spynn’s PR Playbook for Startups Turning Funding into Market Leadership

Byline: Jennyfer Ann Valencia
The recent funding boom in India, where startups raised over $428 million between March 10 and March 15, 2025, reinforces the critical role of public relations (PR) in securing investor confidence and enhancing visibility. As competition intensifies, effective PR strategies help startups differentiate themselves and build a strong market presence.
Spynn, a PR agency for startups specializing in securing top-tier media coverage, enables startups to craft compelling narratives that attract investors and maintain a positive brand image.
The Role of PR in Startup Funding
A recent survey conducted by Spynn found that startups with a strong PR strategy are significantly more likely to secure funding rounds than those without. According to the research, nearly 70% of investors say media visibility and brand credibility helped their decision-making process. This highlights PR’s direct impact on a startup’s ability to attract investment.
PR helps startups articulate their value to investors by securing media coverage and highlighting their growth potential. High-profile placements lend credibility and set up startups’ potential, making them more attractive to investors. For instance, a well-publicized success story from a startup like Zolve, one of the top funding recipients, can drive further investor interest and strengthen its brand.
India’s funding surge spans sectors including Batterytech, Edtech, Gaming, Apparel, Aerospace, Manufacturing, Fintech, Energy, and Travel. While this presents opportunities, it also brings scrutiny. Startups must manage their reputations effectively, ensuring consistency in their messaging across media platforms. As a PR agency for startups, Spynn’s expertise in reputation management helps businesses navigate these challenges by maintaining a cohesive brand identity and reinforcing investor trust.
Establishing Credibility Through Media Placements
Research from Spynn also revealed that startups that get featured on Forbes, Business Insider, and other top-tier publications experience a 50% increase in inbound investor inquiries within six months. This shows the value of securing strategic media placements to reinforce credibility and market positioning.
Strong media coverage bolsters a startup’s credibility, reinforcing its market positioning and investor confidence. Spynn ensures startups secure coverage in authoritative outlets, helping them establish themselves as thought leaders. Beyond initial publicity, Spynn focuses on building long-term relationships with media, ensuring sustained visibility and brand consistency.
Spynn’s CEO, Matteo Ferretti, emphasizes the role of storytelling, “Effective PR is about coverage and creating narratives that resonate with audiences. Startups must highlight their unique value and demonstrate how they solve real-world problems.”
PR for Growth and Global Expansion
Spynn’s data indicates that startups leveraging international PR strategies are twice as likely to successfully attract foreign investors and expand into new markets. Media coverage tailored for global audiences enhances cross-border recognition and facilitates partnerships, making PR an essential tool for growth beyond domestic markets.
As Indian startups scale, a strong PR strategy facilitates global recognition. Spynn’s international media reach helps startups gain traction in new markets and attract foreign investors. This is especially crucial for sectors like Fintech and Edtech, where global expansion is key to success.
A well-executed PR strategy strengthens a startup’s digital footprint, ensuring a consistent and engaging presence across platforms. Matteo Ferretti highlights the importance of balance, “A successful PR approach integrates both digital and traditional media to maximize impact and audience engagement.“
Ethical Considerations and Future Trends
Transparency and ethical storytelling are vital in PR. Startups must ensure authenticity in their messaging to build lasting trust. Spynn upholds ethical PR practices that align with principles of sustainability and integrity.
Indian startups must adapt to evolving PR trends, including AI-driven outreach, digital media dominance, and deeper media relationships. As competition grows, startups that take advantage of PR will have a better standing for long-term success.
Spynn’s PR strategies equip Indian startups with the tools to navigate funding surges, enhance credibility, and drive growth. By securing impactful media coverage and managing reputation effectively, startups can strengthen investor confidence and expand their market presence. As India’s startup ecosystem evolves, PR remains an indispensable asset for sustained success.
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