About Us

It’s always the little things that make a big difference in life. Small alterations lead to sweeping transformations. In Indian cooking, there are numerous ingredients which are integral to providing the right balance taste and flavor. But, none of the spices can match the subtle omnipotence of asafoetida. SSP asafoetida had produced a stellar reputation in the market for producing premium quality asafoetida that continues to cast a magic spell upon the numerous Indian cuisines.

How SSP Spiced Up India’s Food Industry

From a local secret to a national spice sensation, the SSP brand has enabled asafoetida to find its place in India’s booming food flavoring market. Here’s how the Indian market for branded, quality Asafoetida was created and grew, from the early 50s till today, thanks to SSP. Here’s the genesis of the SSP brand of hing and it’s illustrious founder SS Pandian.


S S Pandian was born and raised in a businessman’s family in a small town called Kamuthi, in Madurai District, Tamil Nadu.


When his father’s business faced
hurdles, the 16-year old SS Pandian left
his home town, traveling to Chennai and
Mumbai seeking opportunities. There his
knowledge of asafoetida, also known as
hingu and perungayam grew.


Right through the 1950s, Asafoetida was
sold loose by weight; just like other
grocery products. Awareness about the
quality of Asafoetida was low.


This was an eventful year for the 27-year old Sri. S S Pandian. He moved to Bangalore with Rs.2/- in his pocket and a dream in his heart – to create quality, easy-to-use asafoetida powder and paste.

SSP Pre-packed quality Compounded Asafoetida, priced at one Anna per packet – a 1st in Karnataka.

SSP Medium (Crystal) Compounded Asafoetida – a 1st in India.


The highlight of the year was the launch of SSP Special Compounded Asafoetida.


Another milestone was established,
with the launch of SSP Microfine Compounded Asafoetida.


These years saw the launch of:

  • PN Compounded Asafoetida, a bigger granulated variety
  • Hotel Special Asafoetida, exclusively to enhance hotel food
  • 303 Compounded Asafoetida, for premium and corporate kitchens


To offer consumers a wider choice, SSP Ultra Powder
Asafoetida was launched.


  • 4-in-1
  • Launched products in Telangana & Andhra Pradesh

With the awareness created by SS Pandian, customers are now able to buy the Asafoetida variant of their choice. Quality, customer satisfaction and appreciation continue to be the hallmarks of the brand wherever in the country or overseas, great taste and aroma is appreciated and sought after.

This in essence, is how the SSP brand rose from obscurity to stardom, as Asafoetida emerged as a key player in India’s spice trade. Consumers today get value for money, every time they buy authentic Asafoetida from SSP.