East End Ground Cumin in a 100g pot is earthy ground cumin — one of the foundation spices of South Asian, Mexican, Middle Eastern, and North African cooking, indispensable in curries, dahl, spice blends, and rice dishes. Toast briefly in dry heat or hot oil before adding to dishes for the fullest flavour. The 100g pot is the everyday family size. East End is one of the most familiar South Asian spice brands on UK shelves, with a deep range covering single spices, blends, herbs, and pantry staples for cuisines across the diaspora.