Coming soon to the 2025 Winter Fancy Food Show: a new line of hot sauces from a rising specialty food star, Serena Rathi, founder of Droosh. Like all the pantry staples Droosh offers, the newly introduced Jalapeño Green Chutney and a Sweet & Sour Mango Chutney draw on the flavors and sensory experiences of Rathi’s youth, cooking alongside her grandmother, while leaning into current trends and consumer preferences. This balancing of old and new, familiar and surprising, has been key to Droosh’s success. Learn more in our new interview with Serena Rathi, and don’t miss Droosh in Booth #4008A at this month’s Winter Fancy Food Show.
The inspiration behind Droosh seems to have been your Maa (paternal grandmother). How has this personal story helped your business connect with consumers and grow?
Our story is deeply rooted in my Maa’s legacy and her commitment to using simple, wholesome and unique Indian ingredients to create incredible dishes. Sharing this inspiration has resonated with consumers, as it evokes nostalgia and trust. People connect with authenticity, and we’ve leveraged that by telling our story in a way that makes our products feel familiar yet special. This personal connection fosters brand loyalty and encourages word-of-mouth promotion, which has been a key driver of our growth.
"Instant Global Gratification" is one of SFA's 2025 trend predictions. As a brand whose products align with this trend, have you seen increased interest from consumers? From retailers you've spoken with?
Absolutely! Consumers today are looking for products that deliver global flavors with convenience, and Droosh fits perfectly into that demand. We’ve seen increased interest, particularly from millennials and Gen Z shoppers who prioritize diversity in their food choices and are always eager to try something new. Retailers, too, are recognizing the value of offering globally inspired products that don’t compromise on quality or authenticity. This trend has helped us secure new retail partnerships and expand our distribution footprint.
How do you balance traditional flavor profiles and combinations in your products with contemporary consumer preferences and needs?
We take a dual approach by respecting the integrity of Maa’s traditional recipes while innovating to meet modern demands. For example, we use traditionally Indian ingredients but we aim to have our products be used in untraditional ways. Our blends and hot sauces aren’t only meant to be used in just Indian food, but in all dishes and cuisines. We also experiment with new pairings and formats to make traditional flavors more accessible and exciting for a broader audience. This balance ensures that our products appeal to both purists and adventurers.
Access to capital has been a struggle for emerging brands in the current economy. How have you capitalized the business and what is your fundraising plan?
We’ve been strategic in bootstrapping the business and reinvesting early revenue into growth. As we scale, our fundraising plan focuses on attracting impact investors who value sustainability and cultural preservation in the food industry.
We look forward to seeing Droosh’s booth in Debut District at the Winter Fancy Food Show this January! What are you hoping to achieve during the show?
We’re thrilled to be part of the Winter Fancy Food Show! Our goals include introducing Droosh to a wider audience, forging connections with retailers and distributors, and receiving valuable feedback from industry experts. We also aim to highlight our brand new hot sauce line and new spice packaging that we recently launched. We’re also excited to network with other founders and explore collaborations with other innovative brands. It’s an incredible opportunity to elevate our visibility and set the tone for our growth in the coming year.
Droosh is a young company, but you’ve already accomplished a great deal. What advice or recommendations do you have for aspiring food and beverage entrepreneurs?
First and foremost, stay true to your vision and values—it’s what sets you apart. Be ready to adapt and innovate, but don’t lose sight of your core identity. Build a strong network within the industry and seek mentors who can guide you through challenges. Lastly, stay persistent; the food and beverage space is competitive, but with passion and perseverance, you can carve out your niche. Stay positive, don’t give up!
Browse Droosh's products, cooking tips, and more on their website.