Better known as the King of Spices and the face of MDH spices, he has faced many struggles and difficulties but still made MDH a big name in the country. The image of the ever-smiling bespectacled ‘Dadaji’ in his iconic red turban and white sherwani on the packet assures me that this masala will add an exquisite aroma, texture, and taste to every dish I make. Call it an assumption because of my conditioning, but colourful packets of MDH masalas have always been a part of our culinary repertoire. Later in 1959, Dharampal started printing his face on the brand packaging to build a high recall value and win consumers’ hearts. The impact was so that years later he became one of the most recognized personal brand faces in India. The product packaging to date remains the same with albeit minor changes.