With rising domestic demand for spices, it is important to develop this ‘discreet and all pervasive’ market first, Union Commerce and Industry Minister Nirmala Sitharaman stated.
 
"The Spices Board has said the largest market for spices is growing in India. We need to have our exports no doubt, but within India the market is growing and I think we need to capture and service that market first," Sitharaman said. "We need to find good prices for their produce and market within India assuring that farmers and spices growers would all be given equal importance and priority.”
 
On the issue of pepper imports, she said the seriousness of the issue lies in the fact that when import comes in prices come down causing sufferings to the growers. She remarked  there is need for a composite approach for the promotion of spices in the country.
 
According to the chairman of Spices Board, A Jayathilak, the board has been carrying out structured and holistic activities for promotion of Indian spices and to retain its competitiveness in the global scenario.
 
It has come up with a composite promotional plan, including production and release of eight promotional films on spices, a coffee table book and unveiling a tag line for branding Indian cuisine.The campaign aims at enhancing the goodwill for Indian cuisine and spices, realising better prices by spices farmers and thus having a far lying social impact on the farming community of India.