Dabur India is a large-cap company and operates in India's Fast Moving Consumer Goods (FMCG) industry. The acquisition comes at a time when the rival FMCG majors like Tata Consumer Products and ITC are also vying for a stake in the spices and seasoning segment. Tata Consumer Products is making the bid via its brand Tata Sampann, while the ITC has its brand Aashirvaad. A report by Avendus Capital states that the spices market in India is valued at Rs 70,000 crore in which the branded spices account for 35 percent share.