Founders Alyzeh and Ahmer, Pakistani-born Americans grew up consuming spicy condiments with every meal. When they moved to the US they searched far and wide for their flavors in supermarkets but could not find any pepper-forward condiments with South Asian flavors.
There they noticed the scary, aggressive visuals and warnings on labels containing peppers and could not relate to this image of heat and spice that they had grown up consuming.
Their goal was simple: fill the gap of South Asian flavors in a familiar American form and create a range of condiments that cross cultural borders.