“It’s not just about the product; it’s about how it makes people feel”: Spice Kitchen’s Sanjay Aggarwal on the origins of the brand – and licensing plans

Sanjay, to kick us off, can you give us a brief overview of the history and development of Spice Kitchen?
Spice Kitchen actually started as a bit of a passion project back in 2012. My mum Shashi had just retired and was looking for something to keep her busy – and because she’s an incredible cook with a lifetime of spice knowledge under her belt, I suggested we start selling traditional Indian spice tins, known as masala dabbas.

At the time, we didn’t have any grand plans to turn it into a business, but things quickly gathered momentum. We began by selling at local markets, making everything by hand and wrapping each tin in beautiful silk sari fabric. People were drawn to the story, the giftability, and of course, the quality of the spices.

What makes Spice Kitchen different is that it’s a true family-run business. Mum and I still work side-by-side every day, and her values – generosity, warmth, and a deep love of food – infuse everything we do. Over time, what started with Indian spice tins has grown into a much broader offering. We now make blends from around the world, inspired by our travels and our own family kitchen, and our products are stocked in over 500 retailers across the UK and beyond.

We’ve also been really mindful about our impact. We only use ethically-sourced ingredients and everything is blended in small batches to guarantee freshness. We also donate a meal to a schoolchild in the UK or India for every sari-wrapped spice tin we sell, through our partnership with The Akshaya Patra Foundation.

In 2023, we published our first cookbook – also named Spice Kitchen – which brought together stories, family recipes, and spice know-how in one place. It was a real milestone for us, and a chance to show people how spices can elevate everyday cooking in a really approachable way. So yes, it’s been quite a journey! From kitchen table side hustle to award-winning spice and gift company, all rooted in a love of flavour, family and a whole lot of heart.

Spice Kitchen has a very distinctive brand look and identity. Can you give us some insight into how you developed this?
Our brand has always been rooted in colour, culture and care – but in 2023, we took the leap and gave everything a complete refresh. We wanted the outside of our products to reflect the vibrancy of what’s inside the tin. After all, spices are bold, bright and packed with personality… Why shouldn’t the packaging be too?

We worked with a brilliant design team to help us translate that vision into something that would still feel true to our roots, but ready for where the business was heading next. We knew we didn’t want a corporate or minimalist aesthetic – that just isn’t us. We’re a family business with heart, heritage and big flavours, and we needed that to shine through. So we focused on rich vibrant colours, layered textures and design elements that nodded to our Indian and Kenyan heritage, without slipping into cliché.

At the same time, we had to make space for our growing range of products. From traditional Indian blends to world spice trios, hot chocolates, chai teas and gift sets – we were expanding fast and needed a brand identity that could grow with us while keeping everything cohesive. That’s been a big learning curve – making sure everything still looks like it belongs to the same Spice Kitchen family, even as the product range becomes more diverse.

The sari wrap element of our packaging is still a huge part of our identity. Each wrap is hand-stitched by Mum and her team of seamstresses using reclaimed saris – and no two are the same. That gives us this amazing combination of vibrant branding that’s scalable, but also something totally unique and personal in every order. It’s a powerful reminder that while we’re growing, we’re still keeping the human touch.

Maintaining that identity has been about staying close to what matters most to us – flavour, story, generosity, and care. As we’ve grown, we’ve just found more creative ways to express that, whether it’s through a beautifully designed gift box, a playful sticker on a chocolate bar, or the tone of voice we use in our emails and socials. Every part of our brand is a chance to share who we are and what we believe in – and that’s what keeps it consistent.

Terrific answer. Now, you are in a competitive business sector. What attributes do you think Spice Kitchen has that have helped you succeed where others haven’t?
There are so many incredible food businesses out there, so we’ve always known we had to offer something truly special. For us, it starts with the fact that we’re a mother-and-son team – and not in a token way. My mum Shashi is at the very heart of the business, and her depth of knowledge, warmth and intuition around food infuse everything we do. We’re a family business in the truest sense, and I think people feel that.

We’ve also stayed fiercely committed to quality. Every single spice we use is ethically sourced, and we blend in small batches so that when it lands on someone’s doorstep – or on a shop shelf – it’s as fresh and aromatic as it can possibly be. That small batch approach also means we’re really hands-on. We’re the ones selecting, blending, testing and tasting every mix, and that love and attention comes through.

But it’s not just about the product – it’s about how it makes people feel. Whether someone is using our garam masala to cook a family curry or gifting one of our sari-wrapped tins to a loved one, our aim is always to spark joy, connection and flavour. We’ve worked hard to build something that feels personal, generous and joyful, and that’s helped us carve out our own space in the market.

And finally, I think our blend of heritage and innovation is quite unique. We honour tradition – we grew up cooking with these spices, after all – but we’re not afraid to put a modern spin on things. From developing a chai-spiced hot chocolate to launching our own cookbook, we’re always looking for creative ways to bring spice to new audiences.

Let’s talk about the​ cookbook for a moment. How did you manage to capture your brand vision in a book?
Publishing Spice Kitchen was a dream come true. The book is a celebration of everything we stand for – family, flavour, generosity, and joy – and I wanted it to feel like an extension of our kitchen table. Not just a collection of recipes, but a journey into spice, with tips, stories, and inspiration that anyone could pick up and cook from.

The development process was intense but brilliant. I worked with a fantastic team at Quadrille, and we spent a lot of time making sure the tone, imagery and layout felt true to the brand. We wanted it to be bold and vibrant, but also warm and inviting – just like our products. The idea was to show that, with a spice blend in your cupboard, you are halfway to dinner. We also included stories from our family, nods to my mum’s heritage and my own food journey, and lots of little tips on how to build confidence with spice.

One of the biggest wins was hearing from people who said: “I didn’t know where to start with spices until I read this.” That’s exactly what we hoped for. The aim was never to be ‘chef-y’ or intimidating, but to show people that cooking with spices can be easy, joyful and accessible. And having the book on shelves in Waterstones and independent shops, alongside our spice tins – it just made everything feel more cohesive. Like we’re not just selling a product, we’re sharing a way of cooking, a way of connecting, and a way of bringing joy to your table.

Do you have plans for any more brand extensions or licensing ventures with the Spice Kitchen brand?
Definitely! We’re always cooking up new ideas – literally and metaphorically. One of the biggest things we’re working on at the moment is launching a new chai range. It feels like such a natural extension for us – not only because chai is so connected to Indian culture and family kitchens, but because we already have a loyal following who love our chai-spiced hot chocolate and chocolate bars.

We’ve partnered with a specialist UK tea maker to develop blends that are both authentic and delicious, using the same small-batch, spice-led approach that people know us for. It’s going to come in recyclable packaging, with bold colours and lots of personality – true to the Spice Kitchen brand.

Beyond chai, we’re exploring other ways to bring our spices into people’s lives, whether that’s through recipe kits, new gifting formats, or maybe even licensed collaborations. For us, any extension has to feel aligned. We’re not looking to just slap our logo on random products. It has to connect with our values, elevate the customer experience, and – most importantly – taste amazing.

We also get a lot of requests from our customers who want to see us in supermarkets or internationally, so expanding our retail footprint is a big part of our growth strategy too. At the heart of all of this is our mission: to bring more spice, flavour and joy to people’s kitchens. If a product helps us do that, then we’re excited to explore it.

Within your sector how do you keep up to date with market trends?
There’s no substitute for being out in the world, talking to people. I love connecting with other makers and business owners – we’re lucky to be part of such a vibrant, generous community. Often it’s those chats over coffee or at markets and trade shows that spark the best ideas.

We also get brilliant feedback from our retailers. Being stocked in over 500 stores gives us a really rich insight into what customers are asking for, what’s flying off shelves and what trends are bubbling up. That real-time feedback is gold.

“We’re exploring other ways to bring our spices into people’s lives, whether that’s through recipe kits, new gifting formats or maybe even licensed collaborations.”

Beyond that, I keep an eye on industry press, follow key voices in food and retail, and stay curious. I’ll often go on “field trips” with the team—we’ll visit restaurants, delis, and shops just to see what’s happening. What’s on the shelves? What’s on the menus? What are people getting excited about?

We’re not chasing trends for the sake of it, though. Our approach is more about noticing where there’s an appetite for something new and finding a way to meet it with authenticity. For example, we’ve seen a big uptick in interest around global flavours – Middle Eastern, African, Caribbean – and that’s encouraged us to develop new blends that speak to those cuisines while still feeling like ‘us’.

What changes have you seen in retail in the last few years that have impacted your business?
Retail’s changed a lot—and I think the biggest shift has been around values. More than ever, customers want to know the story behind what they’re buying. Who made it? Where did it come from? What’s the impact of their purchase? We’ve leaned into that by making sure the heart of our business – our story, our ethics, our personality – comes through in every part of the retail experience.

From our sari wraps to our on-pack copy, we want people to feel a sense of connection. We’ve also put more focus on storytelling across our sales materials, social channels and in-store displays, especially with retailers who are great at championing small, purpose-led brands.

People are also looking for experience – not just a product on a shelf, but something that feels thoughtful, giftable, and meaningful. That’s where our attention to detail has really helped—from the free spice spoon and recipe guide in each tin, to the vibrant packaging, to the way everything is packed with love.

In practical terms, we’ve also had to be nimble. Supply chains, ingredient availability and consumer behaviour have all shifted, so we’ve had to evolve how we forecast, how we produce, and how we communicate with stockists. But because we’re small and agile, we’ve been able to adapt quickly – and we’ve made sure our brand values don’t get lost in the process.

“We’re not looking to just slap our logo on random products; it has to connect with our values.”

Spice Kitchen has also had success in the gift market. What are the key elements that make products like yours succeed in the gifting sector?
I think it comes down to two things: emotion and detail. When someone gives a gift, they’re really saying something. They want the recipient to feel special, seen and appreciated. We’ve tried to create products that help people say all of that without needing words. From the sari wrap sewn by mum and her team to the handwritten gift notes, to the rich colours and storytelling on the box – it’s all designed to create a moment.

We’ve also thought carefully about how our products fit into people’s lives. They’re practical and usable – who doesn’t want amazing spices in their kitchen? – but they also feel indulgent. You’re giving someone flavour, inspiration, and a little bit of culture, all in one box. That combination of beauty and usefulness has really helped us stand out.

And of course, quality matters. The fact that our spices are super fresh, ethically sourced and hand-blended really resonates with gift buyers who want to give something thoughtful and meaningful—not ‘just’ something off the shelf.

You have been recognised for your entrepreneurial prowess and act as a mentor to other businesses. What skillset do you think the owner of a start-up business needs to succeed?
One of the most important qualities I’ve seen – and had to develop myself – is resilience. Building a business is a rollercoaster. You’ll have moments of real highs, but also plenty of setbacks and curveballs. You have to be able to ride those waves and stay focused on the long game.

Curiosity is another big one. Things change constantly – consumer tastes, platforms, the economy – so having that hunger to learn, adapt, and experiment is crucial. I’ve found that some of our best decisions have come from asking “what if?” or trying something just outside of our comfort zone.

You also need to get comfortable wearing a lot of hats, especially in the early days. One moment you’re blending spices, the next you’re writing a press release, the next you’re figuring out cash flow. So having a flexible mindset and being willing to muck in with everything is key.

Another big one for me is storytelling. It’s not enough to just have a great product – people need to know why it matters. If you can communicate your ‘why’ in a way that feels human, grounded and genuine, you’ll build real loyalty.

And finally, humility. No one builds a business alone. I’ve been lucky to have incredible mentors, collaborators and team members over the years, and I think recognising that you don’t know everything – and staying open to advice and support – is what allows you to keep growing. When I mentor others, I always say: know your values, listen to your gut, and find your own version of success. Don’t worry about what everyone else is doing – build something that feels right to you.

Reflecting on the 13 years you have been running Spice Kitchen, what has been the biggest lesson you have learnt about building a brand?
The biggest lesson has been: don’t be afraid to be yourself. It sounds simple, but in a world where it’s easy to compare or copy what others are doing, staying true to your own voice, values and story is what will set you apart. Part of this for me is never losing touch with what brings me the most joy – sharing my love of spices. Whether that’s by answering the phone to a customer to give spice advice – despite being a busy founder, this is still one of my favourite things to do – writing the book or creating new blends.

When we first started, I didn’t have a background in branding or marketing, I was just trying to share something I loved and believed in. But over time, I realised that people don’t just buy what you make, they buy why you make it. They’re connecting with you. So the more we’ve leaned into who we are – our family story, our heritage, our warmth and vibrancy – the more the brand has resonated.

It’s also taught me that consistency matters. Whether it’s your packaging, your customer service, your messaging or your products – everything needs to feel like it comes from the same place. And that place needs to be real. We’re not perfect, but we’re genuine – and I think that’s built a lot of trust with our community.

I’ve also learned the importance of listening. Whether it’s feedback from customers, stockists, or our own team, being open and responsive has helped us evolve without losing who we are. And finally, it takes time. Brands aren’t built overnight. It’s about showing up, again and again, with quality, heart and integrity. If you do that, people notice – and they’ll stick with you.

Finally, do you have a personal favourite product from your portfolio?
That’s like asking me to pick a favourite child! But if I had to choose, it would be our World Spice Tin. This tin was actually the inspiration behind our cookbook. It includes blends from all over the globe – like Baharat, Ras el Hanout, Mexican, Za’atar, Harissa – and I use it all the time in my own cooking. What I love about it is that it helps people explore new flavours without needing a million individual spices. You just pick a blend, follow your taste buds, and suddenly dinner is something exciting.

It also captures the spirit of Spice Kitchen perfectly – joyful, global, vibrant, and packed with flavour. It’s one of our bestsellers, and I think it’s because it makes people feel empowered in the kitchen. Like they can travel the world without leaving their home. Plus, it looks beautiful – wrapped in sari fabric, with our signature spoon and guide included. It’s practical, giftable, and personal… And for me, that’s what Spice Kitchen is all about.