Chitra Agrawal is the Founder of Brooklyn Dehli, an Indian-American condiments brand. She founded Brooklyn Dehli to bridge cultures by connecting consumers to authentic Indian flavors. Chitra is the author of the cookbook Vibrant India: Fresh Vegetarian Recipes from Bangalore to Brooklyn. For over 15 years, she has taught and written about vegetarian food rooted in her Indian heritage.

People often launch CPG brands after identifying a gap in the market, but others do so to fulfill a personal need. When taking this route, recognizing and connecting with your ideal customer can prove challenging. Hear how a CPG entrepreneur influenced by her cultural background brought her brand to the mass market.

Fueled by a desire to introduce Indian cuisine and flavors to the world, Chitra Agrawal established a personal vision for her brand uninfluenced by conventional market products. Although her brand didn’t scale at a traditional pace, she was able to forge her own path and control the direction of her growth. When introducing consumers to diverse products not recognized by the mass market, Chitra suggests including recipes on your website to instruct consumers on product usage. By infusing your marketing efforts with your personal mission, consumers are more likely to connect with you.

Tune in to this episode of the Brand Alchemist Podcast as Taja Dockendorf chats with Chitra Agrawal, the Founder of Brooklyn Dehli, about her journey introducing culturally rich products to the market. Chitra shares the value of growing a brand without expectations or timelines, her favorite aspect of building a culturally inspired brand, and Brooklyn Dehli’s plans for product expansion.