Our Story
The best spice India makes shouldn't leave India.
Some of the best spice India makes never reaches an Indian kitchen. The cleaner lots and the certified-safe batches are graded for export and shipped out — sold to the world, while the home market makes do with what's left. That is the problem Story Roots exists to fix.
The people
The founders
Story Roots was founded by Sushant Dhar and Sanjay Kaul. Sushant studied and worked abroad, came home, and went to work inside Synthite — the world's largest spice-extract house — where he saw the gap up close: export-grade spice leaving the country by the tonne, rarely turning up on a shelf here. Sanjay spent 37 years at Nestlé, a career in FMCG sales, learning exactly how a good product reaches real people. One built the standard from the inside; the other knows how to carry it to the country.
Sushant Dhar
Co-founder · worked inside Synthite
Sanjay Kaul
Co-founder · 37 years at Nestlé
What they built
The same export standard, made with partners capable of holding it, brought home to Indian kitchens at a price a normal household can pay. Accessible premium — never divided by class, never overcharging for quality.
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Roots
The roots run two ways
The roots in the name run two ways. The roots of the spice — grown, dried and ground where each does best, traceable back to the field. And the founders' own: both Sushant's and Sanjay's families are from Kashmir, so it's where the brand's first traditional-retail launch begins. Kashmir is where they're from, so it's where they start. They want to give back to their roots.
Mission & Vision
Mission
To give Indian kitchens the export-grade spice India already makes and sends away — the same standard, made with partners who can hold it, at an honest price.
Vision
A health-and-wellness choice in every Indian home. Spice is only the gateway into the kitchen; the longer arc is a family of everyday products where modern science and traditional Indian wisdom meet. Spice is where we start, not where we stop.
Our values
Five values, each tied to something real — no value without proof.
Rootedness
Clean grown & fully traceable — back to the fields.
Proof, not puffery
FSSAI, BRCGS, ISO 9001:2015, Euro-MRL — printed and publishable.
Generosity
Honest pricing below premium-claiming brands; the Common Table open to all.
The standard, held
Made to export standard with partners capable of holding it.
Home first
The best of what India makes belongs to Indians first.