Kochi, Sep 26 (IANS): A campaign to promote spices was launched here Friday, at a time when exports of spices have gone up.

Minister of State for Commerce Nirmala Sitharaman launched the composite promotion for spices which includes mediums of expression like promotional films on spices, a coffee table book on spices and a tagline for branding Indian cuisine - Indian Cuisine Symphony of Spices.

"This composite promotion will portray the prominence of India in the global spice fraternity by showcasing the intrinsic flavours of Indian spices, quality of the produce, good agricultural, post-harvest and quality evaluation techniques besides advocating the orientation of the Indian spice supply chain towards ensuring food safety," said the minister.

The country's exports of spices during April-July 2014 registered a 10 percent increase in quantity and 11 percent in rupee terms over the previous year.

A total of 271,280 tonnes of spices and spice products valued Rs.4,339 crore ($721.02 million) was exported from the country during April-July this year against 246,060 tonnes valued at Rs.3,892.72 crore ($682.79 million) during the same period last year.

Chief Minister Oommen Chandy applauded the timely steps taken by Spices Board to safeguard the interests of the cardamom industry, but expressed concern over the slowdown in the production of spices in Kerala and called for a collective effort from all the stakeholders to address the challenges in the sector.

The Spices Board, which is spearheading the promotional campaign aims at enhancing the goodwill for Indian cuisine and spices, catalyze realization of better prices by spice farmers.

The Spices Board is the nodal organisation under the ministry of commerce and industry that helps in the development and worldwide promotion of Indian spices.