# Founder Feature: Kartik Das of Doosra

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-02-06
- Length: 31m
- Episode: 254
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-06-founder-feature-kartik-das-of-doosra
- Listen: https://share.transistor.fm/s/2739fe7b

## Summary

Kartik Das, founder of Doosra, explains how he leveraged his background as a classically trained French chef to create a modern Indian snack mix that blends spicy and sweet flavors. He details the brand's evolution from hand-packing bags at New York farmers' markets to securing retail partnerships with a deliberate, relationship-first growth strategy. Das discusses the critical role of packaging redesign, specifically the introduction of the 'Ladu' mascot, in capturing consumer attention and communicating the product's unique identity. He also highlights the importance of community within the South Asian CPG space and his decision to maintain small-batch production to ensure quality and direct customer engagement.

## Outline

1. Introduction and Doosra's Flavor Philosophy
2. The South Asian CPG Community and Market Building
3. Kartik Das's Background and Culinary Journey
4. Product Development and Farmers' Market Validation
5. Packaging Evolution and Brand Identity
6. Manufacturing Strategy and Small-Batch Production
7. Growth Strategy, Retail Partnerships, and Food Service

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- Doosra (product)
- Spice Wala (company)
- Favan Creative (company)
- Bolly Good (product)
- AOM (product)
- Fancy Food Show (other)
- Notch Live (other)
- Patel Brothers (company)
- Kalustyan's (company)
- Rishi Snacks (product)
- Chai Tea (product)

## 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)
- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [Advice Line with Tariq Farid of Edible Arrangements](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Dang Foods: Vincent and Andrew Kitirattragarn](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-01-24-dang-foods-vincent-and-andrew-kitirattragarn) (How I Built This)

## Citing this page

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