Grandma’s Kitchen Inspired This Spicy Startup

On the homepage of Droosh – a women-of-color-owned company churning out premium spice blends and sauces – it proclaims “Indian ingredients shouldn’t be exotic or hard to find.” With over 5 million people of Indian origin currently living in the United States, this statement holds true. After all, America is known to be the melting pot of the world, where different cultures come together as one. Serena Rathi, Co-founder and CEO of Droosh, drew inspiration from Maa, her grandmother, who instilled in her and her family the importance of cooking and family traditions. That inspiration led to the founding of Droosh, which produces small batches of sustainably made products that appeal to all tastebuds. Ranging in spice level from medium to mild, Droosh ensures the heat is satisfactory for all palates.

The brand’s spice blends, which include tikka masala spice, chaat party spice, icon spice, and everyday spice, incorporate Indian flavors that blend seamlessly with Indian cuisine and all manner of dishes, no matter your tastes. Each blend comes with suggestions on how to use it and what dishes might benefit from its unique flavors and aromas. Similarly, the brand’s two hot sauces – jalapeño green chutney and sweet and sour mango chutney – are crafted to add some zesty piquancy to your food. We spoke with Rathi about the inspiration behind Droosh, what sets its spice blends apart from others, the future of the brand, and some creative suggestions for using her products.

You grew up cooking in the kitchen with Maa (your grandma). How did that inspire you to create Droosh?

Cooking with Maa was where I first understood the magic of Indian food and the power of spices. She taught me that spices aren’t just ingredients, but essential stories told through flavor. Every spice blend, every dish, had a meaning and a purpose and somehow related back to something about Maa and our family. Most Indian families cook a lot of the same dishes, but the ingredients, spices and amounts used range, based on your family traditions. So it was always interesting to see why Maa used a certain spice in a dish…it was always something about the health benefits or because her mom did! Droosh was born from a desire to bring that same authenticity and soul into people’s kitchens, offering a connection to the rich heritage of Indian spices, but in a way that’s approachable and versatile.

Tell us a bit about your spice blends. What makes them stand out from others? Do you have a bestseller?

Our blends are crafted with careful attention to both tradition and innovation. We select high-quality, whole spices that are freshly ground to maintain their essential oils, which preserves depth and freshness. Each blend has been perfected to stand out not only in Indian cuisine but in a wide variety of dishes, enhancing them with layers of warm, rich flavor. I personally use our spices in non-Indian food the most. I’ll tell you a little secret. I don’t actually cook classic Indian food that often, but I use our spices daily because I love Indian flavors. Throwing them on something simple like air-fried salmon or baked chicken and veggies is so easy and tastes delicious with our spices. Our best seller is the Chaat Party — a unique mix of sour, tangy and mouth-puckering spices that brighten up any dish from popcorn, avocado toast, fruits, and cocktails.

For those who may not be as familiar with Indian spices, can you tell us a bit about the flavors we can expect and their benefits?

Indian spices are vibrant and complex. You’ll find warm, earthy notes from cumin and coriander, a hint of sweetness from cardamom, and the subtle heat of chili or pepper. Beyond flavor, these spices have incredible benefits. Turmeric is known for its anti-inflammatory properties; cumin and hing aid digestion; and coriander can help with cholesterol levels. Each spice brings its own flavor profile and wellness boost, making them not only tasty but also nutritious. We have this whole education page on our website that goes over the benefits of each spice we use.

You mention that you love using Droosh to incorporate Indian spices into non-Indian dishes. What are some popular ways people are using Droosh?

People are getting creative! Our blends have been used in everything from marinades for grilled meats and fish to adding warmth and depth to soups, pasta sauces, pot pies, egg dishes like quiche, and so much more. Right now, my go-to is a lemon shrimp pasta with the tikka masala spice. Droosh blends bring a unique kick to classic dishes like roasted potatoes, tacos, or even salad dressings, allowing anyone to experiment with Indian flavors in familiar foods.

Where does the name Droosh come from?

“Droosh” means one who is imaginative and is a play on the Hindi word “drishti,” which means vision or perspective. It symbolizes our mission to bring a fresh, inclusive perspective to Indian spices, making them more accessible to all kinds of cooking styles and cuisines. There’s no right or wrong way to Droosh. Just use your imagination and create whatever you want in the kitchen. There are no rules.

You currently have 4 spice blends. How do they differ from one another? Were they difficult to create? 

Each blend is unique, crafted to offer a different flavor experience. For instance, one might be earthy and robust, while another is aromatic and warming. Creating them was a careful process of balancing traditional flavors with adaptability, testing them in a variety of dishes to ensure they enhance and don’t overpower. Each of our blends was crafted with Maa and we made sure you can use these blends in a variety of different Indian dishes. For instance, the Everyday blend is Maa’s go-to masala blend for any Indian vegetarian dish like aloo gobi, lentils, mattar paneer, bindi, etc., but also goes with so many non-Indian dishes like soups, rice, tofu, stews, chicken and more.

Are there more blends on the horizon?

We’re definitely considering expanding the line as we hear feedback from our customers about what they want to explore next.

You recently launched two hot sauces. How did this expansion come about, and how did you decide on the flavors? 

The hot sauces were a natural next step as we saw how people enjoyed layering heat with Indian spices, and the lack of hot sauces available in the market that actually have those bold, authentic Indian flavors. We chose flavors that would be versatile yet bold — a Jalapeño Green Chutney for depth and a zesty mango habanero for a sweet/smokey heat. We came up with these flavors because we wanted to take the classic Indian condiments we grew up eating (cilantro mint chutney and mango achaar) but have them available in a mess-free, ready-to-go format. I always found that there was no hot sauce that actually goes well with Indian food and represents Indian flavors so we wanted to make our own.

Apart from spices and hot sauces, do you foresee further expansion into food staples?

Absolutely! Droosh is about making Indian-inspired flavors accessible and inviting. We’re exploring all sorts of ideas when it comes to pantry staples so Droosh can be a one-stop for people wanting to explore Indian flavors. We envision Droosh as not just a spice brand but as a gateway to the vast, vibrant world of Indian cuisine. But for now, we have to focus on one thing at a time (or two!) and make sure we are crafting our current products in the best way possible.