# Plant-Based Indian Food: Sabah Ashraf, House of Kajaana

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-05-17
- Length: 42m
- Episode: 39
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-17-plant-based-indian-food-sabah-ashraf-house-of-kajaana
- Listen: https://share.transistor.fm/s/5a5f511d

## Summary

Sabah Ashraf, founder of House of Kajaana, explains her transition from investment banking and Frog Design to launching a plant-based Indian frozen food brand. She details the product development process, including collaborating with Chef Anita Jaisangani to create gluten-free, dairy-free, soy-free, and nut-free meals like roasted cauliflower tikka masala. Ashraf discusses the strategic retail expansion from Pop Up Grocer to Fresh Direct, and the upcoming nationwide launch in Whole Foods, highlighting the importance of data analytics and distribution partners like UNFI.

## Outline

1. Introduction: Sabah Ashraf and House of Kajaana
2. Origin Story and Career Path
3. Product Development and Menu Strategy
4. Retail Launch Strategy and Pop Up Grocer
5. Scaling to Fresh Direct and Whole Foods
6. Distribution, Partnerships, and Founder Advice

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

early-stage companies

## Mentioned

- House of Kajaana (company)
- Fresh Direct (company)
- Whole Foods (company)
- Pop Up Grocer (company)
- UNFI (company)
- Frog Design (company)
- Roasted Cauliflower Tikka Masala (product)
- Coconut Malabar Curry (product)
- Aisle (company)
- WBENC (company)

## Related episodes from other shows

- [Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-03-14-sukhis-gourmet-indian-food-sukhi-singh-and-dalbir-singh) (How I Built This)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (How I Built This)
- [HIBT Lab! Slutty Vegan: Pinky Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-23-hibt-lab-slutty-vegan-pinky-cole) (How I Built This)
- [HIBT Lab! Malala Fund and Our Place: Shiza Shahid](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-08-hibt-lab-malala-fund-and-our-place-shiza-shahid) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)

## Citing this page

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