1

Origins: 1958

The history of House Brand began in 1958 when Sri K. N. Unnithan established KNP Trading Company in Singapore.1 His original objective was to simplify food preparation for households while improving the overall cooking experience, a philosophy that eventually became the brand’s enduring motto, “Enhancing Food Experience”.1

During this period, Singapore served as an important entrepôt for spices, providing the company with year-round access to raw materials. Unnithan purchased raw spices from wholesalers and processed them into ground spices and blends. The original operation was located at 110 Jalan Kedai in the Naval Base area near Sembawang, housed in a Nissen hut previously used by British military personnel. The factory initially utilised basic grinding equipment to produce powdered spices and flour.

A significant aspect of the early business model was the shift away from custom grinding. Previously, consumers typically brought their own dried spices or rice to grinding facilities; KNP instead offered the convenience of purchasing pre-ground ingredients directly from the company.

Development of the House Brand

The company subsequently launched products under the House Brand name, including ground spices, curry powders and flour. Early products included coriander powder, turmeric powder, chilli powder, meat and chicken curry powder, fish curry powder, sambar powder, rasam powder, rice flour, besan (gram flour), and atta flour. According to the company, the founder personally developed and tested these spice blends at home before commercial production.1

As demand increased, the workforce grew from approximately five employees in the early years to around 20 employees by the late 1970s. The business also established a fleet of three trucks to manage distribution across Singapore.

In the 1980s, redevelopment of the Naval Base area necessitated the relocation of businesses around Jalan Kedai. KNP subsequently established a new manufacturing site at 50 Senoko Drive in the Woodlands/Senoko industrial area.

Construction of the new facility was completed in 1989, and operations transferred from Jalan Kedai to Senoko in the same year.1 This relocation marked the transition from the company’s founding period into a larger expansion phase. In 1994, K.N.P. Trading Company was formally incorporated as K.N.P. Trading Pte. Ltd.

A distinctive aspect of House Brand’s manufacturing history is its adoption of cryogenic grinding technology. In 1999, the company introduced cryogenic grinding of spices and flour using liquid nitrogen.1 According to the company, cooling spices before and during grinding helps preserve essential oils, thereby retaining flavour and aroma in the finished product.1

House Brand describes itself as the first company in Singapore and the second in Southeast Asia to introduce cryogenic grinding technology for spice processing. In its automated production system, liquid nitrogen is introduced at various stages to cool the spices. The system performs grinding, mixing, cooling, sieving and bagging. The company states that this automated system minimises direct human contact with the product during processing.

This technology became central to House Brand’s positioning, allowing it to combine traditional recipes and spice knowledge with modern food-processing technology rather than operating solely as a traditional spice company.

House Brand’s product portfolio has expanded significantly from its original ground-spice business. Current product categories include:1

Spices

House Brand sells both individual spices and blended seasonings, including products based on chilli, turmeric, coriander, pepper, and other whole and ground spices.

Curry powders and spice blends

This category is among the brand’s most historically significant. Examples include blends for chicken and meat curry, fish curry, sambar, rasam, garam masala, kuruma, and biryani. The company states it has developed more than 15 proprietary spice blends.

Flours

The traditional portfolio includes various cooking flours such as rice flour, gram/chickpea flour, atta, and other specialty flours.

Rice

Rice is a key component of the business, with the company operating dedicated packing and warehousing facilities. Historical product varieties have included Basmati rice and Ponni parboiled rice.

Instant mixes

The brand has expanded into convenient cooking products designed to reduce preparation time.

Ready-to-cook and ready-to-eat foods

In 2015, House Brand introduced a range of Ready-to-Cook (RTC) and Ready-to-Eat (RTE) products.1 These categories represent a shift from the brand’s traditional identity as a spice-and-flour producer toward a broader convenience-food brand.

Batter products

In 2023, the company introduced a batter line intended to allow households to prepare Indian snacks more conveniently.

House Brand’s modern production infrastructure is centred at 50 Senoko Drive, Singapore. A major new facility was completed in 2018, comprising approximately 7,400 square metres of gross floor area across five-and-a-half storeys.1

The facility was designed to accommodate automated spice processing and packaging, ready-to-eat and ready-to-cook food processing, kitchen facilities, retort and frozen-food processing, warehousing, distribution, loading and unloading, as well as offices and supporting facilities. The company also acquired a facility at 36 Senoko Crescent for rice packing and warehousing.

Food safety is a significant element of House Brand’s corporate positioning. According to the company, Suriya Trading Enterprises is certified under FSSC 22000, while K.N.P. Trading holds ISO 22000 and SS444:2018 (HACCP) certification. The company also operates an ITE Certified On-the-Job Training Centre for spice processing.1

Additionally, the company states that its specialty products follow MUIS halal certification requirements, with most of the House Brand range carrying halal certification.1 These certifications are relevant to the brand’s customer base, which includes Singapore’s multicultural population and consumers purchasing products for Indian, South Asian and halal food preparation.

House Brand maintains a substantial retail presence in Singapore. The company states that its products are available through more than 400 retail outlets, including major supermarket chains such as NTUC FairPrice and Sheng Siong. Products have also been sold through RedMart/Lazada and exported to Brunei and Hong Kong.

This distribution model positions House Brand as a packaged-food manufacturer supplying mainstream retail channels, distinguishing it from smaller specialist spice shops despite its local manufacturing base.

The House Brand name is closely associated with K.N.P. Trading Pte. Ltd. and Suriya Trading Enterprises (S) Pte. Ltd. Both companies trace their origins to the original KNP Trading Company established in 1958. KNP Trading is primarily associated with the consumer-facing House Brand product range, while Suriya has played a significant role in manufacturing, processing and facilities management. The entity has thus evolved from a small family-founded spice-processing operation into a broader food manufacturing business.

House Brand divides its corporate development into three broad periods:

Phase I — Founding and early growth (1958–1988)

This period covers Sri K. N. Unnithan’s establishment of the business, the development of the House Brand product range, the expansion of spice grinding capabilities, and the creation of a distribution network.

Phase II — Expansion (1989–2018)

Beginning with the move to Senoko, this period included significant expansion of manufacturing capabilities, product categories and technology. It culminated in the construction of the modern multi-storey facility at 50 Senoko Drive in 2018.

Phase III — Consolidation and new growth (2019–present)

From 2019 onwards, the company has focused on consolidating its existing business while developing new engines of growth, including additional convenience-food categories and manufacturing capabilities.

House Brand’s identity is strongly connected to home cooking. Rather than positioning itself primarily as a luxury or gourmet brand, its historical proposition focuses on making everyday food preparation easier, more convenient and more flavourful. The founding philosophy, “Enhancing Food Experience”, remains central to the company’s presentation.1

Three themes characterise the brand:

• Tradition: The company has been developing spice products in Singapore since 1958.
• Convenience: Ready-to-cook, ready-to-eat, instant-mix and batter products reduce preparation time.
• Technology: Modern automated processing and cryogenic grinding are used alongside traditional spice blends and recipes.

This combination allows House Brand to occupy a middle ground between a traditional spice manufacturer and a modern packaged-food company.

The history of House Brand is intertwined with Singapore’s development as a multicultural food market. Its early products were heavily oriented toward Indian and South Asian cooking, including curry powders, sambar, rasam, garam masala and other spice blends. Over time, the portfolio broadened to include rice, flours, instant mixes and prepared foods.

Consequently, the brand is particularly recognisable among consumers seeking ingredients for Indian and South Asian home cooking in Singapore. Its long operating history also serves as an example of a Singaporean food business that grew from a relatively small traditional manufacturing operation into a modern packaged-food company.

House Brand received significant public attention in 2019 following a food-safety incident involving its Basmati rice. A consumer reported finding a dead rat in a bag of House Brand Basmati rice purchased at Sheng Siong.2 The affected batch was subsequently removed from shelves, with recalls extending to other retailers including Cold Storage and some provision shops.2

Sheng Siong clarified at the time that “House Brand” was the actual name of the rice brand and was not the supermarket’s own private-label house brand.3 The rice was supplied by K.N.P. Trading.3 This incident illustrates the distinction between House Brand as a specific Singaporean food brand and the generic commercial term “house brand”, which typically refers to a retailer’s own label.

• Long Singaporean heritage: The brand traces its roots to 1958, giving it more than six decades of operating history.
• Strong spice specialization: Unlike many diversified supermarket brands, House Brand’s identity originated directly from spice grinding and blending.
• Indian/South Asian culinary expertise: The traditional product portfolio is particularly associated with curry powders, masalas, sambar, rasam and other South Asian cooking ingredients.
• Manufacturing capability: The company operates its own food-processing and manufacturing infrastructure, including automated spice-processing capabilities.
• Cryogenic technology: The early adoption of liquid-nitrogen cryogenic grinding is a notable aspect of its technological history.
• Evolution toward convenience foods: House Brand has expanded from basic ingredients into instant mixes, ready-to-cook foods, ready-to-eat products and batter products.

• 1958: KNP Trading Company founded by Sri K. N. Unnithan.
• 1960: House Brand spice products launched, beginning with spice mixes and ground products.
• 1970s: Business expands its workforce and distribution network.
• 1986: Plans established for a new factory at Senoko.
• 1989: Operations move from Jalan Kedai to 50 Senoko Drive.
• 1994: K.N.P. Trading Pte. Ltd. incorporated.
• 1999: Cryogenic grinding using liquid nitrogen introduced.
• 2006: Suriya receives ITE recognition as a Certified On-the-Job Training Centre for spice processing.
• 2015: Ready-to-Cook and Ready-to-Eat House Brand products launched.
• 2016: New factory development begins at Senoko.
• 2018: New multi-storey manufacturing facility at 50 Senoko Drive becomes operational; additional rice facilities are acquired.
• 2019: House Brand Basmati rice subject to retail recall following a reported foreign-object contamination incident.2
• 2022: Suriya Trading licensed by the Singapore Food Agency as a Decentralized Warehouse Operator for national rice stockpiling requirements.
• 2023: House Brand launches its batter product line for Indian snacks.
• 2026: House Brand continues operating from Singapore with a broad portfolio of spices, rice, flours, mixes and convenience foods.

1. Our Story – HouseBrand – Premium Quality Spices, Masalas & Instant Mixes
2. House Brand basmati rice pulled from Sheng Siong, Cold Storage after dead rat found in bag, Singapore News – AsiaOne
3. Sheng Siong confirms dead rat incident, clarifies “House Brand” is actual name of rice brand – Mothership.SG – News from Singapore, Asia and around the world