H-E-B stores may start selling this North Texas entrepreneur’s ‘spicy’ creation
A North Texas woman is one step away from having her startup brand of small-batch seasonings grace the shelves of H-E-B grocery stores across the Lone Star State.
Spicytude Spices is a line of all-in-one Indian spice kits “for busy kitchens and flavor lovers alike.” Arpitha Neravetla of Dallas, who started her company in 2020, is now a Top 10 finalist in H-E-B’s Quest for Texas Best competition.
The grand-prize winner of the 12th annual contest gets $50,000 and placement on store shelves.
There’s some heavy competition this year, including a crawfish peeler gadget from Dickinson, smokehouse bacon from Boerne, “cocktail bomb” drink mixers from Houston, and pacoca Brazilian peanut treats.
H-E-B says this year’s Quest for the Best started with 370 Texas-made products. Company sourcing managers reviewed submissions from nearly 150 cities. On Sept. 25, the finalists will present their products to judges and share their stories in San Antonio. The other top three winners also get cash prizes.
In 2023, an Arlington entrepreneur saw his special BBQ rub make it on H-E-B shelves.
‘Spicytude: A pinch of story’
Growing up in India, Neravetla remembered helping her mother and grandmother in the kitchen. “As a kid I had to help with cutting vegetables and grinding spices, and I remember every dish had a different spice recipe. The wonderful aroma of all the spices followed me from India to United States.”
Neravetla’s daughter, Shravani Yerrabothu, helps with the business.
H-E-B says its annual competition has discovered more than 1,000 unique products in Texas. The company has awarded nearly $2.75 million in prize money, “complemented by marketing, mentoring and supplemental support.”
So far, 55 Quest for Texas Best suppliers have achieved $1 million in sales.
This story was originally published August 26, 2025 at 2:53 PM.
