Sana Javeri Kadri founded Diaspora Company in 2017 after noticing the rising popularity of turmeric in San Francisco. Initially offering turmeric sourced from a fourth-generation farmer in India, Kadri expanded the business to include over 30 different spices from more than 140 farms. The startup partners with major retailers like Amazon and is projected to reach profitability by the end of 2025, currently generating mid millions in annual revenues. Kadri's journey started with her own experiences and observations about food and health trends in the U.S.
Since Kadri started the Diaspora Company in 2017, selling only turmeric at first from Kasaraneni's farm, she has scaled the business to 30 spices from more than 140 farms, she now has retail customers like Amazon, and is on track to hit profitability by the end of 2025.
Kadri, who is from Mumbai, India, was never really a big fan herself of the 'haldi doodh,' or 'turmeric milk' her grandmother made for her as a child-a drink that has been made in India for centuries.
In February 2017, Kadri decided to get into the spice business. She flew back to India and started cold-calling agricultural institutions until she finally got an introduction to Prabhu Kasaraneni, a fourth-generation turmeric farmer who had taught himself organic farming techniques on YouTube and WhatsApp.
The sight of it in San Francisco was proof of how much this spice had bubbled in popularity due to its anti-inflammatory health benefits. It was one of the top-trending food searches made on Google that year.
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