How a Gujarat town became the nerve centre of global spice trade

Drive into Unjha, a dusty little town in northern Gujarat, and your senses immediately awaken to what the ledgers later conﬁrm — this is no ordinary place. The air here is thick with exotic aromas, a sensory preview of Unjha’s economic prowess. This modest town of just 57,000 people quietly runs a global spice empire, where centuries-old trading practices meet modern international commerce.The Agricultural Produce Market Committee (APMC) of Unjha commands the trade of cumin, psyllium husk, coriander, fennel, and fenugreek from India — spices that lend their distinctive ﬂavours to cuisines worldwide. From the homely comfort of Indian kadhi and chana masala to West Asian delicacies like shakshuka, falafel and za’atar-spiced breads, Unjha’s inﬂuence stretches across dining tables globally.At a time when businesses worldwide struggle against tariff battles and supply chain disruptions, Unjha’s market yards tell a different story — one of remarkable resilience and growing prosperity.Jeera juggernautIndia has long been the world’s leading cultivator and exporter of cumin seed (jeera), with Gujarat and Rajasthan dominating production. According to the Federation of Indian Spice Stakeholders (FISS), Gujarat is expected to produce around 2.5 lakh metric tonnes (MT) of jeera this season, while Rajasthan’s yield will be approximately 2.9 lakh MT.At the heart of this trade network sits Unjha, Gujarat’s undisputed spice capital. What’s remarkable is how India has transformed from being merely a major player to becoming the deﬁnitive leader in global cumin production. This shift began amid conﬂict and tensions in traditional cumin-producing regions like Iran, Iraq and Syria. That dramatically reduced their output and forced buyers to seek alternative sources. Trouble along the Red Sea shipping route due to West Asian conﬂicts have further shifted buyers away from suppliers in the region towards India.“Adverse weather conditions in Syria and Turkiye have affected cumin production this season. And conﬂicts in the region have added to trade disruptions, making it difﬁcult to source cumin. This year, India is the only stable supplier for the world,” said Ashwin Nayak, founder-chairman, FISS. While India’s cumin production for the current season, at 5.4 lakh MT, shows a slight dip — due to erratic weather conditions — from last year’s 6.1 lakh MT, the addition of 0.8 to 1.1 lakh MT of carryover stock ensures robust availability.Exports from India continue to soar. In the 2022-23 season, India shipped out 2.5 lakh MT of cumin, perfectly matching the 2.5 lakh MT consumed domestically. With demand remaining strong in Europe, Latin America and West Asia, Unjha’s traders are conﬁdently working towards another record year.“The US is not a major market for Indian cumin and, therefore, tariff conﬂicts are less likely to affect the business. Even though orders from China have slowed this year, traders in Unjha are beneﬁting from strong demand elsewhere. The fact that India remains the only supplier is working in its favour,” Nayak explained.Wholesome economicsAround the last week of April, the spot price in Unjha was ₹22,000 per quintal, down from last year’s high of ₹33,500 and signiﬁcantly lower than the peak of ₹52,000 per quintal in 2022.Historically, the price has hovered around ₹16,000 to ₹20,000 per quintal, according to Union agriculture ministry data. Despite a bumper harvest, export demand and careful market management have kept prices from falling further. Premium Singapore-quality cumin now trades at around ₹25,000 per quintal.The allure of better pricing has led to a dramatic expansion of cumin cultivation in Gujarat. From about 2.8 lakh hectares in the 2022-23 season, the area under cumin cultivation doubled to 5.6 lakh hectares in 2023-24. Though it slightly decreased to 4.8 lakh hectares in 202425, cumin remains the crop of choice for many farmers, surpassing seeds like fennel and coriander, which have seen a big drop in acreage.According to data from the department of agriculture in Gujarat, coriander acreage fell by an astonishing 94.2% in 2023-24 as farmers shifted to more proﬁtable crops like cumin. A market built on trustUnjha’s role in this thriving trade ecosystem extends far beyond mere volume. As the heart of India’s cumin commerce, the town has not only anchored the supply chain but also deﬁned standards of quality and transparency that have earned global trust.Its APMC, occupying a sprawling 36-acre compound, operates under the principle of “open auction, proper weighing, and cash payment” — values that have built credibility with international buyers. Strategically positioned along the Ahmedabad-New Delhi railway line and highway, the town enjoys ideal logistics for its global operations. With over 100 cumin brands traded here, Unjha continues to serve as the nerve centre of India’s and the world’s jeera economy.Isabgol revolutionIf jeera is the bold, aromatic face of Unjha’s spice trade, then isabgol (psyllium husk) is the quiet achiever working behind the scenes, helping you digest those spices better. Derived from the seeds of Plantago ovata, isabgol is prized globally for its digestive and dietary ﬁbre properties. Unjha sits at the epicentre of growing global demand for this once largely pharmaceutical ingredient.While isabgol is predominantly cultivated in Rajasthan, followed by Gujarat and Madhya Pradesh, virtually all processing takes place in Unjha before it reaches markets worldwide. In 2025, the total production across India is estimated to touch an impressive 2.4 lakh MT. Rajasthan leads with 2 lakh MT, followed by Gujarat with 18,815 MT. From pharmacy to eateriesTraditionally, a pharmaceutical staple known for treating irritable bowel syndrome (IBS) and other digestive issues, isabgol has recently undergone a remarkable market transformation. With increased awareness of its health beneﬁts, particularly its exceptional ﬁbre content, isabgol has secured a prominent place in the food industry.“The rise of health-conscious consumers has boosted demand. Earlier, it was exclusively for pharmaceuticals. Now, local bakeries and food brands are increasingly using isabgol,” said a local source involved in its processing. The market shift has incentivised producers, who can now fetch higher prices for isabgol in the food sector, further encouraging growers to increase production.Of the total production, approximately 20% is consumed locally, while the remaining 80% is exported, with the US accounting for half of all exports. The export value of isabgol alone is estimated at ₹3,500 crore, while the combined domestic and international turnover is close to ₹5,000 crore. The product is now reaching markets in the US, Europe, West Asia, South Korea, China and Russia.“Despite concerns after the imposition of a 27% tariff on isabgol exports to the US, Unjha’s key exporter status has kept the market stable. We remain the only global supplier — buyers simply won’t shell out more to buy it from other countries,” the local source added.The surging demand for isabgol in the food sector has sparked increased cultivation, especially in Gujarat and Rajasthan. As of 2025, Gujarat alone accounts for 27,488 hectares of isabgol cultivation. Growing acreage and improved market prices have made isabgol an increasingly attractive crop for farmers, evidenced by a current cropping area that is 142.7% higher than the three-year average.“Local processing units have transformed this region into an isabgol hub,” says Sitaram Patel, a trader with over 45 years’ presence in the market. Unjha is home to 65-70 highly mechanised processing units. Of these, 50-55 units focus solely on isabgol, cementing its status as the global centre for isabgol production and processing. “We export to pharmaceutical ﬁrms worldwide, especially in the US. With rising health awareness, demand continues to grow,” Patel said.Lead image: Pexels