Diaspora Company Expands Spice Offerings 3000% Since 2017

Sana Javeri Kadri, the founder and CEO of the spice distribution startup Diaspora Company, did not initially plan to build a multi-million-dollar spice company. Her journey began in 2016 when she noticed a turmeric latte in a California coffee shop, which sparked an idea. Kadri, originally from Mumbai, India, was not a fan of the traditional turmeric milk her grandmother made, but the popularity of turmeric in the United States due to its health benefits caught her attention. She recognized that if people were going to consume turmeric, it could taste much better.

In February 2017, Kadri decided to enter the spice business. She returned to India and began cold-calling agricultural institutions until she was introduced to Prabhu Kasaraneni, a fourth-generation turmeric farmer who had taught himself organic farming techniques. This partnership marked the beginning of the Diaspora Company, which initially sold only turmeric from Kasaraneni’s farm. Since then, the company has expanded to offer 30 spices from over 140 farms and has retail customers like Amazon. Kadri aims to achieve profitability by the end of 2025, with the business currently generating mid-million-dollar annual revenue.

Kadri’s journey highlights the importance of sourcing spices from their indigenous regions to maintain their authentic flavors. The majority of spices grown worldwide are indigenous to South Asia, and the soil, temperature, and weather conditions significantly impact their taste. For example, turmeric from India has a warm, earthy, slightly bitter flavor, while nutmeg from India is fruity and floral, contrasting with the more intense, tobacco-flavored nutmeg from Indonesia. Kadri’s focus on sourcing from the right farms and farmers is crucial to the unique flavors of her spices.

Kadri works with 140 farmers, 97% of whom had never worked with a distributor before. She spends significant time in India, visiting farms and building relationships with farmers. The company’s success is built on these partnerships, which ensure high-quality spices and support the livelihoods of the farmers. Kadri’s dedication to her farmers is evident in her decision to set aside 35% of the company’s equity for them, company advisors, and employees. She has also raised capital from angel investors to provide advances to farmers, enabling them to purchase necessary equipment and grow spices in larger quantities.

Kadri’s approach to business is rooted in her desire to create a sustainable and profitable venture that benefits both her company and the farmers. She has been careful to raise capital from angels rather than institutional investors, avoiding the pressure to sell an unprofitable product at scale. Her focus is on long-term sustainability and the well-being of her farm partners, ensuring that their family businesses thrive for generations. Kadri’s passion for her work is evident in her excitement about the impact she can have on the lives of her farmers and the quality of her spices.