Purpose: The current study is majorly aimed at analysing consumers’ preference and attitude towards purchase intentions for branded spices in Delhi (NCR). An attempt was also made to understand the factors affecting awareness for branded spices powder. Design/ Methodology Used: The study will help to understand the needs and wants of the consumers for selected brands and spices. Cluster sampling was used to select 480 respondents visiting top malls located in different areas of Delhi, Noida, Gurugram, and Faridabad. 120 respondents were selected from each of the four selected cities. Further in the present study, Top three brands of spices i.e., Everest, MDH and Catch (https://zofffoods.com/blogs/news/top-10-masala-companies-in-india) and Top five spices category such as Chilli, Cumin, Turmeric, Pepper and Ginger were included. Thus, questions were being asked in context of these brands and spices. Research limitations: Further studies can be conducted in other regions which can give results and brand preferences of people living in that area. Practical implications: Marketers and managers of the organisations can frame and implement strategies for different market segments. Brand awareness requires adequate attention of the marketers to fetch more market share. Originality/value: This study is an endeavour to study purchase behaviour for branded spices. Many studies on production, export performance and medicinal value were conducted but very less studies focused on addressing buying behaviour towards branded spices.