Everest Garam Masala has been an evergreen taste enhancer for several years in India. It is a blend of 13 spices with chilli powder as the base spice. The masala known for adding the taste to dishes also gives thick red colour to the ever exotic Indian dishes. It is widely used all over India on account of its being a less pungent garam masala. Fennel, Tejpatta (Cinnamon leaves), and Trifala imparts a cooling effect to this blend. Everest, since 45 years has inspired people to use branded spices. Everest is marketed across 4,00,000 outlets in India, nearly 1000 towns and is catering to nearly 20,000 households on a regular basis. Since its inception Everest Masala has won many awards such as Superbrand (thrice in succession in 2003-04, 2006-07 and 2009-10) and Consumer Reaction Award (twice in a row, in 2004 and 2005) and others. Everest has won the accolades for being the largest selling and most popular spice brand over a long period of time on a continued basis.