Turmeric or haldi is an essential ingredient in most Indian cooking. And now, the Indian diaspora is taking it to foreign markets.

And they’re lapping it up.

In 2017, Sana Javeri Kadri spotted an opportunity and used her $2,000 tax refund to start the aptly named DiasporaCo—a spice company serving a largely American clientele. The brand’s prodigal product is the single origin ‘Pragati’ turmeric, organically-grown in Andhra Pradesh, sold online and at hip locations in the US, like Berkeley’s Third Culture Bakery. 

AUTHOR

Sindhuri Nandhakumar

Sindhuri Nandhakumar is a freelance journalist and Erasmus Mundus scholar. Past experiences include working as a reporter from The Hindu's Chennai bureau.

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