So far, she has found that Western consumers are eager to learn—that they want to know everything about what they’re buying. So Diaspora Co. has been following up their spice launches with zines and recipes, showing customers best practices for how to use their spices and maximize their qualities.
But there’s less care in wholesale relationships, Javeri Kadri says. From her point of view, the grocery industry at large doesn’t focus on equity in their products. At the end of the day, it comes down to cost. If they can get turmeric for cheaper, regardless of the environmental and social impact, they’ll do it. That’s not Diaspora Co.’s product, Javeri Kadri says, and she’s learned to turn away customers that demand a lower price, even if it means losing out on potentially big sales.
“We’ve had to walk away from big things over price. But it’s something I’ve had to stay steadfast in,” she said, noting that most of their sales are direct to consumer. That independence has lessened the brand’s reliance on grocery outlets and restaurant chains.
Still, Diaspora Co. continues to grow. After bringing out their bestselling turmeric in 2017, they recently launched cardamom, and are preparing to launch black peppercorns and red chilies before the end of the year. And at every step, they remain transparent about how they’re building a better industry for Indian spices. Their customers, in turn, are supporting a future of ethically sourced spices.