OUR JOURNEY
THE JOURNEY BEGAN
1996
CHING'S SECRET
Capital Foods was formed.
Launched the only pan-Indian Desi Chinese sauce brand, Ching’s Secret, offering Soy Sauce, Green Chilli Sauce, Red Chilli Sauce and Chilli Vinegar – with an actual green chilli in the bottle.
1996
SMITH & JONES
Launched Smith & Jones Ginger Garlic Paste, creating a category where none existed.
1998
CHING'S SECRET
Named noodles ‘Hakka’ to counter the unorganized noodles players. Ching’s Hakka Noodles now owns the category.
2007
SMITH & JONES
Ketchup with oregano became Smith & Jones Pizza Ketchup, a first in the category.
2008
CHING'S SECRET
Ching’s launched Instant Noodles - the only brand with Desi Chinese flavours to compete with instant masala noodles.
2009
CHING'S SECRET
Ching’s gets into social media with Facebook and YouTube recipe videos way before any other food brand and gets a competitive advantage.
2010
CHING'S SECRET
Ching’s created a new category - blended Masalas to help consumers make authentic street-style Desi Chinese food at home – without even adding salt.
2012
CHING'S SECRET
Launched Ching’s Schezwan Chutney to meet the demand for the trending ‘Schezwan’ flavour that consumers loved. A versatile Chutney that could be used as a dip, spread or cooking ingredient.
2012
SMITH & JONES
A category first: Twist on – twist off caps of Smith & Jones Ginger Garlic Paste make them storage friendly.
2013
CHING'S SECRET
First to launch single-serve soups. Launched Ching’s Desi Chinese soups in 5 flavours – Sweet Corn Veg, Tomato, Hot & Sour, Manchow and Mix Veg.
2014
CHING'S SECRET
Ranveer Singh aka Ranveer Ching makes an entry Bollywood style. An A-list star becomes an iconic brand ambassador.
2015
SMITH & JONES
Created a new category with Smith & Jones Pasta Masala, a sachet of blended spices to help make instant pasta.
2018
SMITH & JONES
Launched the chaat masala for a new generation: Smith & Jones Peri Peri Masala – based on another popular flavour trend.
2019
SMITH & JONES
Launched Smith & Jones recipe masalas to help people make aspirational dishes: Soya Wadi Nutri Masala, Mutter Paneer Masala and Shahi Paneer Masala
2022
CHING'S SECRET
Launched a Desi Chinese take on the omnipresent green chutney at home – Ching’s Dragon Fire Chutney – a never-before flavour in the sauces category.
2022
SMITH & JONES
Launch of Rohit Shetty Blockbuster Pasta Masala Campaign
2023
CHING'S SECRET
Adapted a Thai cult flavour and launched Ching’s Sriracha Green Chilli Sauce.
2023
CHING'S SECRET
Launched the first-ever Jain Schezwan Chutney, with all the punchy flavours, with NO ONION - NO GARLIC.
THE JOURNEY CONTINUES…