# Founder Feature: Arif Khan and Sabeen Hasan of Chikka Chikka

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-10-24
- Length: 36m
- Episode: 211
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-24-founder-feature-arif-khan-and-sabeen-hasan-of-chikka-chikka
- Listen: https://share.transistor.fm/s/8723c193

## Summary

Arif Khan and Sabeen Hasan, co-founders of Chikka Chikka, discuss their modern reinterpretation of a traditional Indian digestive made from maple-roasted fennel seeds. They detail their product development process, including the use of beet powder and spirulina for natural coloring, and their strategic decision to partner with independent retailers to educate consumers on the health benefits of fennel. The founders also explain their unique packaging design, inspired by Indian block prints and Bollywood art, and share insights from their backgrounds in architecture and disaster relief.

## Outline

1. Introduction: Arif Khan and Sabeen Hasan of Chikka Chikka
2. Product Philosophy: Maple Roasting and Superfoods
3. Retail Strategy: Independent Stores and Consumer Education
4. Packaging Design: Inspiration and Rapid Prototyping
5. Founder Backgrounds and Entrepreneurial Mindset

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Chikka Chikka (product)
- Startup CPG (company)
- Good Food Mercantile (other)
- Cambridge Naturals (company)
- spirulina (material)
- beet powder (material)

## Related episodes from other shows

- [Jovial Foods: Carla Bartolucci](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-06-07-jovial-foods-carla-bartolucci) (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)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)
- [339 - Beyond the Dieline ep 1 with Tom Seymour and Jessica Kwon from Moka Energy!](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-02-05-339-beyond-the-dieline-ep-1-with-tom-seymour-and-jessica-kwon-from-moka-energy) (People of Packaging)
- [Advice Line with Sadie Lincoln of barre3](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-19-advice-line-with-sadie-lincoln-of-barre3) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-24-founder-feature-arif-khan-and-sabeen-hasan-of-chikka-chikka. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.