Inside the Turmeric Business: What 25 Years Has Taught Me

Twenty-Five Years in Turmeric

I started in this business in 1998. Back then, turmeric was mostly a domestic affair - sold in local mandis, used in Indian kitchens. The export market existed, but it was a fraction of what it is today.

Things have changed dramatically. Let me share what I've seen.

How the Market Works

India grows about 80% of the world's turmeric. That's not changing anytime soon - the climate and soil conditions in certain regions are simply ideal.

But within India, different areas produce different quality. Telangana grows the most volume. Andhra Pradesh - where we are - is known for higher curcumin content. Tamil Nadu has the biggest trading hub at Erode.

Our region, around Duggirala and Guntur, naturally produces turmeric with 5-7% curcumin. That's genetics and soil, not anything special we do. We just got lucky with geography.

The Export Boom

When I started, exports were maybe 50,000 tons a year. Now it's closer to 150,000 tons. The demand keeps growing.

What changed? The supplement industry discovered curcumin. Suddenly, Western companies wanted high-curcumin turmeric for pills and capsules. Then came the golden latte trend. Then natural food coloring.

Our biggest markets now: Bangladesh (they use a lot of turmeric in cooking), UAE (huge Indian expat population), USA (supplements and health foods), and increasingly Europe.

What Actually Drives Prices

People think turmeric pricing is complicated. It's not, really. A few things matter:

Curcumin content. Higher curcumin means higher prices. A 2% curcumin turmeric might sell for ₹100/kg at farmgate. A 6% curcumin turmeric from our region might fetch ₹140-150. That difference adds up at scale.

Harvest timing. Prices usually drop right after harvest (January-March) when supply floods the market. They rise later in the year as stocks get used up.

Weather. Bad monsoons can cut yields significantly. That drives prices up. Good weather can create oversupply. Prices drop.

Export demand. When big international orders come in, domestic prices rise too. It's all connected.

The Quality Problem Nobody Talks About

Here's the uncomfortable truth: there's a lot of bad turmeric in the market.

Some of it is adulterated - mixed with starch to increase weight, or worse, colored with lead chromate to look more yellow. Lead chromate is toxic. It's illegal. But it still happens because enforcement is weak.

Some of it is just poor quality - high moisture content, low curcumin, stored improperly so it develops mold.

As a buyer, you can't trust appearances. You need lab tests. That's not optional.

What I Tell First-Time Buyers

When someone new contacts us about buying turmeric, I always ask: what are you actually looking for?

If you need food-grade turmeric for cooking or food manufacturing, curcumin content matters less. Color and flavor are more important. Pricing is more competitive.

If you need turmeric for supplements or extracts, curcumin content is everything. You'll pay more, but you need to - the processing economics only work with high-curcumin raw material.

If you need organic certification, tell us upfront. Not all our turmeric is certified organic. It costs more when it is.

The Paperwork Reality

Exporting isn't just about having good product. The documentation can make or break a shipment.

Phytosanitary certificates. Certificates of origin. Lab test reports. FSSAI license. FDA registration for US shipments. Every country has different requirements.

Early in my career, I had a shipment held at a port for weeks because of a paperwork issue. Never again. Now we have systems to make sure everything is in order before the container is even loaded.

Lessons After 25 Years

Quality always wins eventually. I've seen suppliers cut corners and win business short-term. They don't last. Buyers come back to consistent quality.

Relationships matter more than transactions. My best customers have been with me for 10, 15, 20 years. They know what they're getting. We know what they need. That trust took time to build.

The market is getting more sophisticated. Buyers today ask better questions. They want lab reports. They understand curcumin. They know about adulteration risks. This is good - it rewards legitimate suppliers.

The future is bright. Global demand for turmeric keeps growing. The supplement industry is expanding. Natural food coloring is replacing synthetic. Health consciousness is rising everywhere. There's more opportunity now than when I started.

Our Place in This

JJ Spices is one supplier among many. We're not the biggest. But we've been doing this for a while, and we've learned a few things.

We grow turmeric ourselves. We process it in our own facility. We test every batch. We handle the export paperwork. We stand behind what we sell.

If that sounds like what you need, let's talk. If not, I hope this article was at least interesting.

That's the turmeric business from the inside. Any questions, I'm always happy to explain more.

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