Founder of the Week: Sanjay Aggarwal

• Spice Kitchen was founded by mother and son team, Shashi and Sanjay Aggarwal.
• The company was launched in 2012 and has since grown from producing spices to publishing cookbooks and more.
• More than a decade later, Spice Kitchen is a London-based, multi-award-winning spice and gift company.

 

 

Tell Us About Yourself and Your Company

 

I’m Sanjay, and I run Spice Kitchen with my mum, Shashi. We started the business back in 2012 as a retirement hobby for her – she’s an incredible cook and I suggested she start selling Indian spice tins (traditionally known as masala dabbas). That simple idea quickly snowballed into something much bigger, and today we’re a multi-award-winning spice and gift company.

We specialise in beautifully packaged spice tins and blends that celebrate global flavours – and every tin comes wrapped in vibrant silk sari fabric, hand sewn by mum and a small team of seamstresses. At the heart of what we do is a desire to get spices off the back shelf and into people’s lives. I always say: how many British cupboards are hiding an ancient jar of cinnamon or some long-forgotten curry powder? Our mission is to bring flavour front and centre – to inspire people to cook, share and connect through food.

 

What Inspired You to Start Your Spice Kitchen? What Problem Were You Trying To Solve?

 

Spice Kitchen began as a way to keep my mum busy after retirement – but we quickly realised there was a real gap in the market for high-quality spice blends that were also beautifully presented and giftable. I was also struck by how many people had lost confidence in cooking with spices – or just didn’t know where to start. Our aim is to make spices more accessible, less intimidating, and far more joyful.

 

 

What Has Been Your Biggest Challenge So Far? How Did You Overcome It?

 

One of the hardest things has been growing the team while keeping the family feel. We’re a small business with big heart, so finding people who ‘get’ what we’re about and who bring the right energy has been essential. I’ve learned that skills can be taught – personality fit is everything. When we’ve got the right people around the table, the business thrives.

 

Can You Describe a Pivotal Moment That Significantly Shaped the Direction of Spice Kitchen?

 

During COVID, we saw a huge shift – suddenly everyone was cooking at home again. It really reinforced something I’d always believed: the kitchen table is still the beating heart of a home. That period made me take a step back and think seriously about how we could support people to find joy and connection through food. It inspired a lot of what we’re doing now – from writing cookbooks to creating spice blends that help people cook something special with confidence.

 

How Do You define success?

 

For the Business: Of course, profitability matters – it keeps us going. But ultimately, success is about what our customers say. If people love what we do, if they feel excited to cook or proud to give our products as gifts, then we’ve done our job.

As a Founder: It’s about building a team that’s happy, motivated and proud of their work. And it’s about making values-led decisions – even when they’re not always the easiest route.

 

What Advice Would You Give To Someone Thinking About Launching Their Own Startup?

 

Get the right people around you – cheerleaders, advisors, collaborators. Know your story and your value. And don’t underestimate the power of good systems – the right tech (like accountancy or inventory software) can save you hours and a lot of headaches. Oh, and enjoy the ride – even when it’s chaotic.

 

What’s Next For Your Spice Kitchen? Any Exciting Developments We Should Watch Out For?

 

Yes – two very exciting things! We’re working on our second cookbook, and also putting together a much-needed ‘guide to spices’ – something we’ve wanted to do for ages. We’re also continuing to expand our range and deepen our commitment to sustainability and quality. Big things are simmering.

 

Want to be featured as TechRound’s Founder of the Week? Find out more about this weekly feature and how to get involved here.

 

Founder’s Five with Sanjay Aggarwal

 

Want to get to know our Founder of the Week a little better? We got the exclusive in TechRound’s Founder’s Five with Sanjay Aggarwal.

 

1. Favourite Business Tool? 

 

Trello is my daily go-to. I’ve always got a thousand plates spinning—product development, retail launches, content planning, team meetings—and Trello keeps it all flowing. It’s simple, visual, and genuinely stops me forgetting what’s important.

 

2. A Lesson you learned the Hard Way? 

 

Don’t try to do everything yourself. When Spice Kitchen first took off, I thought I had to wear every hat—from blending spices to packing orders to running the website. It left me drained, disconnected from my family, and spread too thin. Hiring our first operations manager was a total game-changer—it gave me space to focus on the bigger picture, and to enjoy the journey again.

 

3. A Future Trend You’re Watching?

 

I’m keeping a close eye on how global food supply and climate change will shape the way we eat. It’s less a trend and more a necessity—but from insect protein to lab-grown meat, the “food of the future” is going to challenge everything we think we know about flavour, sustainability and tradition.

 

4. A Quote You Live By?

 

“We do not inherit the earth from our ancestors; we borrow it from our children.” It reminds me that good business should care for people and planet, not just profit. Everything we do—from ethical employment to donating meals—is rooted in that bigger sense of responsibility.

 

5. A Book Or Podcast You’d Recommend? 

 

I’d recommend “The Company of One” by Paul Jarvis. It’s brilliant for small business owners—it challenges the idea that bigger is always better, and encourages you to build something sustainable, meaningful, and in line with your values.

 

Want to be featured as TechRound’s Founder of the Week? Know someone who deserves to be recognised as a founder making waves in the startup landscape? Find out more about this weekly feature and how to get involved here.