In an exclusive interaction with Food – Drink & Innovations, Richa Sharma and Nischal Kandula, Co-Founders of CURRYiT, open up about their journey of transforming Indian kitchens with ready-to-cook curry pastes that are fresh, preservative-free, and regionally authentic. Driven by the belief that Indian main course cooking should be easy, delicious, and accessible to all, the duo has created a brand that goes beyond conventional spice mixes — offering real food solutions crafted with culinary precision and cultural respect. In this insightful interview, they share how CURRYiT is shaping a new narrative for convenience cooking in India, backed by strong quality controls, sustainable sourcing, and a passion for innovation.
Could you please provide an overview of your product range and specialties?
At CURRYiT, our mission has been simple from the start, to make Indian home-cooked meals incredibly easy, fast, and authentic. We focus on the main course segment, which traditionally takes the most effort and time in Indian cooking. Our ready-to-cook curry pastes are crafted to help anyone, whether they have cooked before or not, whip up a fresh, restaurant-quality Indian meal in under 15 minutes. Our portfolio covers beloved regional dishes from across the country, from Chettinad and Butter Masala to Rogan Josh and Bengali Mustard. And we do this while staying 100% preservative-free, using fresh ingredients and regional spices, making each pack taste like you have just made it at home.
Can you share the journey of CURRYiT so far? How did it all begin? What inspired the creation of the brand, and how does it differentiate itself from traditional spice blends and ready-to-cook products in the market?
Both of us, the co-founders, are deeply passionate about food. With a mix of professional experience — I have run a restaurant, and one of our founding team members has over 40 years in the food industry — we always felt that food is not just something you eat, but something you feel. We started CURRYiT after speaking with over 400 consumers, understanding their relationship with cooking. The insight was clear — people love homemade food but often lack the time, knowledge, or space to prepare it regularly. While snacking and breakfast options had plenty of shortcuts, the Indian main course remained a gap. We decided to address that.
CURRYiT is not just another masala mix or dehydrated powder. It is real food, freshly made, preservative-free, and regionally accurate. Unlike traditional spice blends that require multiple steps and experience, our products simplify cooking to the point where even someone who is never cooked before can put together an authentic Indian meal in minutes.
Food trends are constantly evolving, with consumers seeking more health-conscious, gourmet, and fusion options. How does CURRYiT stay ahead of these trends while maintaining the authenticity of its product offerings?
Food trends may come and go, but our focus has always been on solving a long-term consumer need. We do not chase fads, we build for the future. We believe Indian food is a lifelong love story, not a passing trend. Just like MDH changed the way Indian households used spices decades ago, we’re here to simplify how the world cooks Indian food today. That is why we focus on authenticity, convenience, and taste. Of course, we are not averse to exploring limited-edition or seasonal innovations if they bring real value to our consumers, but we do not base our core offerings around fads. Everything we launch has to taste homemade, be clean-label, and help our consumers cook better with less effort.
How does CURRYiT ensure food safety and comply with regulations in your production process? Are there any specific quality standards or certifications you adhere to in ensuring food safety?
Food safety is non-negotiable for us. One of the most important decisions we made early on was to have our manufacturing unit, something even many large brands outsource. This gives us complete control over quality, hygiene, and consistency. Our facility follows a strict 20-step quality check protocol and is certified under HACCP, FSSAI, ISO, and is part of the FTF group. These aren’t just checkboxes for us — they’re part of our everyday processes. From sourcing fresh vegetables and spices to handling, cooking, and packaging, every stage is closely monitored. Our systems continue to evolve as our product lines grow, but quality remains constant.
Sustainability and ingredient sourcing are key concerns for modern consumers. Can you share insights into CURRYiT’s approach to sourcing ingredients, quality control, and ensuring a natural, preservative-free product range?
We are obsessive about ingredients. No dehydrated vegetables, no shortcuts. Our tomatoes, onions, garlic, and ginger come fresh from farms. We go to great lengths to preserve the local essence of our recipes, like sourcing Ratanjot from Kashmir for our Rogan Josh or curry leaves from Tamil Nadu for our Chettinad paste. This is not just about taste, it is about respecting the roots of each recipe. All our products are 100% preservative-free and clean-label. The idea is that what you would not use in your kitchen does not belong in ours either. This is what our customers value and love about CURRYiT.
As competition in the ready-to-cook and spice segment grows, what is CURRYiT’s unique selling proposition (USP) that sets it apart from other brands in this space?
Competition is great — it validates the category and pushes us all to do better. What sets CURRYiT apart is our single-minded focus on the main course segment and our in-house manufacturing capability. Our products are not just spice blends, they are complete cooking solutions that deliver on taste, convenience, and health. Consumers know that with CURRYiT, they will get a clean, fresh, restaurant-style meal at home with zero preservatives in under 15 minutes. That is a promise we consistently deliver on and the trust we have built is what truly sets us apart.
The Indian food industry is rapidly evolving with a mix of D2C, e-commerce, and retail distribution channels. What has been CURRYiT’s strategy for growth and expansion, and how do you see consumer preferences shaping the future of ready-to-cook Indian cuisine?
We started with a D2C-first approach to build direct relationships with our customers and understand their needs better. That foundation helped us refine our product, communication, and service. Now, we are expanding into modern trade and retail formats while continuing to grow our e-commerce footprint. Consumers are looking for convenience without compromise, and as more urban youth, working families, and even global food lovers seek to enjoy Indian food at home, we see CURRYiT becoming a kitchen essential. We are not just building a brand, we are creating a category that redefines what cooking Indian food looks like in the 21st century.
Is CURRYiT working on any upcoming innovations, new product launches, or collaborations to elevate the consumer experience and expand its market presence?
Absolutely! Innovation is at the heart of what we do. We are constantly experimenting in our kitchen lab to create new regional offerings, add more vegetarian and vegan-friendly SKUs, and explore seasonal or limited-edition drops. We are also looking at collaborations with chefs and creators who share our passion for great Indian food. But at the core of every innovation is the same philosophy — the product must make cooking easier, the taste must be exceptional, and it should feel like it was freshly made by you. That principle never changes.