Annapurna Spices
Heritagespice,shippedassmartcommerce.
A 33-year-old Rajpura spice house — a 180+ product range, FSSAI & AGMARK certified — rebuilt as a full D2C commerce platform, with a B2B dealer portal and 'MaAI', an AI health-and-recipe guide whose name means 'mother' in Hindi.
Stack
- Next.js
- TypeScript
- Tailwind
- Motion
- Commerce
- AI assistant
- B2B portal
Results
The brief
Problem
Heritage FMCG brands carry deep trust and a sprawling catalogue, and almost always sit behind a web presence stuck at 'brochure with a phone number'. Annapurna had 33 years of equity, a 180-plus product range, FSSAI / AGMARK approval and ISO certification, and two distinct buyers — home cooks and wholesale dealers — with nowhere to actually transact. The catalogue itself was the harder problem: a shopper hunting for the right turmeric, fasting flour or garam masala has to already know its Hindi name to find it, and a static product list leaves the brand's depth invisible. The wholesale channel, meanwhile, ran entirely on phone calls.
How we built it
Approach
We built a commerce platform, not a catalogue page. The shop is organised around how people actually buy food — six categories (spices, flours, pulses, salts, snacks, dry fruits) layered with filters for size, condition and, crucially, health goal: a 'For My Health' lens lets a shopper surface products by what they want for their body, not by guessing a product's name. Every SKU carries a rating, an honest MRP-and-discount, two at-a-glance health attributes and a one-tap 'Add to List', with editorial badges — Bestseller, Chef Choice, Wellness, Premium — doing the merchandising a flat list never could. The category default leaves a brand's real depth — dozens of spices alone, millet and fasting flours, whole-versus-ground variants — invisible; here it's browsable. The centrepiece is MaAI — 'mother', in Hindi. It reframes the brand's nurturing promise as a real AI tool rather than a chatbot bolted to the corner: a shopper builds a private health profile, runs Smart Compare to weigh the nutrition of two spices or blends side by side, and asks for Mood Recipes tuned to a craving, a health goal and the time they have to cook — all answerable in natural conversation. No spice competitor offers anything close; it turns a commodity catalogue into a reason to come back. The second audience gets its own front door. A B2B dealer portal moves the wholesale business onto the platform instead of phone calls — exclusive dealer pricing, flexible credit terms, OTP login, and a four-step flow from application to first order. Customer accounts (Google or email) sit alongside it, with a shopping List that persists across the session. The whole thing is a bespoke Next.js build on Vercel, with the brand's 33-year story told as a scroll-driven heritage timeline — from the 1992 shop counter to the second generation now running the company. Layout stability is held to a hard line: CLS sits at 0.018 across an image-dense catalogue, and the build is mobile-first, because that's where most of this traffic shops.
Feature showcase
The bits worth zooming into.
MaAI — AI health guide
'MaAI' means mother in Hindi. A real AI tool — private health profiles, side-by-side nutritional Smart Compare, and mood-based recipe suggestions — not a chatbot in the corner. The feature no spice competitor has.
Product catalogue
The full range across six categories, filterable by health goal ('For My Health'), condition and size — with ratings, badges and one-tap 'Add to List', so a shopper finds the right blend without knowing its Hindi name.
B2B dealer portal
A separate wholesale front door — exclusive pricing, flexible credit, OTP login and a four-step application flow — so the dealer business runs on the platform, not on phone calls.
Heritage timeline
A scroll-driven story from the 1992 shop counter to the second generation now leading the company — the 33-year trust the brand sells, made visible.
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