# Founder Feature: Tabi and Meena Hoshmand of Tursh

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-11-14
- Length: 30m
- Episode: 217
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh
- Listen: https://share.transistor.fm/s/cc319887

## Summary

Tabi and Meena Hoshmand, co-founders of Tursh, discuss bootstrapping their Afghan-inspired green chutney brand from their respective homes in New York and Los Angeles. They detail the product's development based on their mother's recipe, the strategic decision to hire an external designer to translate their cultural vision into commercial packaging, and their cautious, slow-and-steady approach to scaling into boutique retail. The sisters also reflect on the emotional journey of reconnecting with their heritage and the operational realities of running a two-person, side-hustle CPG business.

## Outline

1. Introduction to Tursh and Product Overview
2. Founders' Professional Backgrounds and Roles
3. Cross-Country Operations and Community Support
4. Brand Design and Cultural Storytelling
5. Reconnecting with Heritage and Family Dynamics
6. Bootstrapping Strategy and Financial Discipline
7. Retail Expansion and Future Growth Plans

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

early-stage companies

## Mentioned

- Tursh (product)
- Pop Up Grocer (company)
- Ipsy (company)
- Item Beauty (product)
- Trace Luce Beauty (product)
- Ancestry (company)
- 23andMe (company)

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## Citing this page

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