For many cultures and its people, the primary language of love is food. Mostly all immigrant families ensure their roots remain firm is by filling their dinner tables with dishes that represent their home countries Cooking ethnic foods allows them to experience a sense of comfort and belonging which is then passed down to generations keeping traditions alive!
For over 50 years Laxmi has done just this – enabled millions of South Asian families stay connected to their roots by providing them quality ingredients to help them cook their traditional dishes and experience home away from home.
Established in 1970 in Jackson Heights, NY by G.L. Soni and his brother K.L. Soni, the impetus for their business venture, House of Spices was Mrs. Shobhna Soni who was tired of eating yogurt and potatoes as a new bride in a new country. This gave these entrepreneurs the idea to start a business that would bring Indian ingredients like daal and spices to the USA and allow the diaspora here to enjoy the taste of home. But it didn’t stop with daals and spices – their business soon expanded to include flours, rice, oil, ghee, juices and many other traditional ingredients essential for South Asian cooking. Their success was unstoppable, and the House of Spices’ flagship brand ‘Laxmi’ became a household name in no time.
As their family expanded so did their business and along with their children, the founders nurtured a growing line of products with a vast distribution network all over North America. Time flew and the torch was passed on to Neil and Amrapali Soni. They recognized the hard work and passion that built the business and decided to enhance the Laxmi brand by giving it a new look.
These exciting brand-building efforts led to a logo update and the signing of Bollywood Superstar Shilpa Shetty as its brand ambassador. Ms. Shetty, who is known for her holistic approach to diet, nutrition, and fitness was the perfect choice to represent the renewed look for Laxmi, priming it for a perfect 50th birthday celebration. The innovation continues with a new product lines that have been recently introduced on shelves throughout North America. Laxmi has now forayed into the convenience food category with a frozen range of products that includes vegetables, Samosas, Naan’s and many more items to be added to the roster in the following months.
According to Neil and Amrapali Soni, this journey to 50 would not have been possible without the support of the South Asian community. The family has never lost sight of this unwavering support and offers their utmost gratitude to the community for their loyalty over 5-decades. Many ingredients make this company special, but the one that got them to the top has consistently been their passion for providing quality products to their customers. The Soni family’s vision for their business continues to put quality at the forefront of everything they do and carry on the tradition of excellence.
To mark this legacy milestone, Laxmi is currently Celebrating #50YearsOfLaxmi campaign. When asked about the campaign Suhasinee Patil, VP Marketingshared that as Laxmi turns 50 we wanted to honor our consumers and our community by inviting them to share stories about their journey in US. We truly believe our success and the community success go hand in hand. Thus the next time you eat something that reminds you of someone, don’t just remember them, reach out to them. And when you do, we would love to hear about your food memories. …
For more information on the contest and exciting prizes, please visit www.laxmihos.com and share your stories by submitting a video and using hashtags to participate: #LaxmiYadoonKiRecipe; #50YearsOfLaxmi; #ReachOutWithLaxmi
Media contact: Suhasinee Patil, [email protected]