Founder
My Buzz
We are a family-run spice company founded in 2012 by mother and son duo Shashi and Sanjay Aggarwal. Everything we do is rooted in Shashi’s deep knowledge of spices and Indian Masalas and is powered by Sanjay’s love of cooking with flavours from around the world.
Spice Kitchen reflects the culinary legacy of Sanjay’s mother and the business’ co-founder Shashi Aggarwal and her treasured 100-year-old spice grinder. What started as a hobby for Shashi has evolved into a reputable and multi-award winning brand with her son and co-founder, Sanjay. Spice Kitchen is now sold in hundreds of shops and restaurants across the UK, including high-end department stores, John Lewis and Selfridges.
My Bio
Sanjay is the co-founder of Spice Kitchen. Together with his mum Shashi, Sanjay set up the small family business in 2012 and has been responsible for its phenomenal growth across ten online platforms and via a network of retailers across the country. Sanjay and his mum are proud to have cooked for the CEO of eBay and have been featured on The Hairy Bikers.
In 2023, Sanjay released his first cookery book, Spice Kitchen, published by Quadrille books. Spice Kitchen went on to be released in the US and was selected as one of Waterstones ‘Best Books of 2023’.
Also in 2023, Sanjay was invited into the 42 Under 42 prestigious business club for entrepreneurs in the North West, and in was selected for and completed the Goldman Sachs 10,000 Small Business Alumni Programme and is considered to be a conversation starter in the small business circuit. He is a mentor for small businesses, an export champion with the DIT and has a place on the board of the Brett Centre for Entrepreneurship at the University of Liverpool.
My Business Tips
It all starts with passion – small business growth takes as much commitment and energy as raising a family, so you really have to care about whatever it is that you're doing.
Don't let fear hold you back – never be cavalier or slapdash, but if an opportunity presents itself and it's a stretch...limber up!
Think about how you fit into people's lives – we are trying less to think about selling spices and blends, and more about our products being a solution for something – finding the perfect gift for food lovers, or making easy, delicious midweek meals in just a few teaspoons. You've got to prioritise what you can do for your audience.
On a practical note, be creative with staffing. Our budget for team is still pretty modest, and so for the same cost as a single, mid level marketeer, I have a PR & Comms specialist, a senior brand and marketing strategist and another freelancer joining us to move on our social media and recipe content. It works for me to have this mix of senior expertise, and as freelancers they are great at self managing.
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