This episode was sponsored by Hummingbirds. Go to hummingbirds.com/startupCPG
This episode was sponsored by Cin7. Go to cin7.com/startupcpg
This episode was sponsored by Grassroots Marketing. Schedule a call at https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-call)

Join Grace Kennedy in this bonus episode of the Startup CPG podcast as she delves into the flavorful world of House of Kajaana, a pioneering plant-based Indian food brand owned by Sabah Ashraf. Sabah unravels the remarkable transition from investment banking to culinary entrepreneurship, and discover how House of Kajana is redefining frozen meals, prioritizing taste and inclusivity by crafting gluten-free, dairy-free, soy-free, and nut-free dishes like roasted cauliflower tikka masala and coconut Malabar curry.

Explore their strategic approach to product selection, rooted in building strong consumer connections through familiar flavor profiles. Delve into their expansion strategies, including partnerships with renowned retailers like Fresh Direct and an upcoming launch in Whole Foods stores nationwide.

Gain insights into House of Kajana's commitment to engaging consumers through in-store demos and digital platforms like Instagram and Aisle. Learn about their vision for the future, centered on providing convenient access to healthier meal options across the country.

Tune in to this mouthwatering conversation and join the plant-based revolution with House of Kajana!

Listen in as Sabah shares about:

• House of Kajaana Mission and Identity
• Early Influences and Love for Indian Food
• Product Development
• Launch Strategy and Retail Expansion
• Preparation for Nationwide Presence
• Navigating Distribution and Finding Great Partners
• Challenges of Being a Founder
• Advice for Other Founders
• Future Plans for the House of Kajaana

Episode Links:

House of Kajaana’s Website

Saba’s LinkedIn

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (15K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Cin7 Links:

• Get a free month trial and then 50% off your first 3 months. Check out cin7.com/startupcpg

Hummingbirds Links:

• Find case studies, content + an exclusive chance to win a FREE custom managed campaign. Visit Hummingbirds.com/startupCPG

Grassroots Links: 

• Special Startup CPG community pricing and no minimum # of demos with Grassroots Marketing, our official in-store demo partner. Schedule a call at https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-call