(January 28, 2025) For Nidhi Jalan, food has always been deeply personal—a way of connecting with people and expressing love. Growing up in Kolkata, food was at the heart of her family life. The aroma of fresh spices, the clatter of utensils in her mother’s kitchen, and the energy of the streets all played a role in shaping her relationship with food. “Food was always central to our lives,” she recalls. “My mother cooked every meal from scratch, layering flavors with care.”
Years later, this connection to food would form the foundation of Masala Mama, a brand that is transforming the way Americans experience Indian cuisine. What began as a small food stall at Smorgasburg, Brooklyn’s well-loved open-air market, has grown into a household name. Today, Masala Mama’s simmer sauces are stocked in Whole Foods and specialty stores across the US, bringing the authentic flavors of Indian cooking to busy home kitchens.
Nidhi Jalan, founder of Masala Mama
“Indian cooking involves more than 50 spices,” Nidhi explains. “Most people don’t want to buy 20 new spices just to make one or two recipes. They want something simple but full of rich flavour.” This insight led her to create her line of ready-to-use sauces, which make it easier for anyone—whether they’re experienced cooks or total beginners—to prepare flavourful, authentic Indian meals.
A Taste of Home for the Indian Diaspora
For Indians living abroad, Masala Mama is more than just a brand—it’s a comforting reminder of home. “I missed the food I grew up with,” the Global Indian says, echoing the sentiment of many in the diaspora. Finding authentic Indian flavors that taste like the meals they remember is often a challenge, and Masala Mama bridges that gap.
Her sauces offer convenience without compromising authenticity, giving people a way to reconnect with the dishes they love. At the same time, Masala Mama introduces non-Indians to the diversity and richness of Indian cuisine. Through her products, Nidhi hopes to break stereotypes about Indian food and encourage people to explore its vast array of flavours.
From Kolkata to New York
Nidhi’s journey began in Kolkata, where the kitchen was always the center of activity. Her mother’s cooking left a lasting impression on her. “Every meal was made with such intention and love,” she says. “That’s something I carry with me to this day.”
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Despite her love for food, becoming an entrepreneur wasn’t something she had planned. Coming from a family where women were encouraged to focus on creative or domestic pursuits, Nidhi initially chose an artistic path. She earned her MFA in ceramics at Hunter College in New York, immersing herself in the world of art and design.
But her connection to food never faded. Living in the US, she found herself missing the flavours of home more and more. “I started experimenting in the kitchen because there were no simple options to recreate those dishes,” she shares. These early experiments would later inspire the creation of Masala Mama.
The Eureka Moment
The idea for Masala Mama took shape during a dinner party. A friend casually remarked that Indian cooking seemed too complicated. “That’s when it clicked,” Nidhi says. She realized that while people loved the flavors of Indian food, they were often intimidated by the process.
In 2013, she launched Masala Mama at Smorgasburg, serving Indian-inspired masala tacos and selling her spice blends. The response was enthusiastic, but one thing became clear—customers loved the flavors but wanted an easier way to incorporate them into their meals. “They didn’t want to cook from scratch. They wanted the sauces instead,” she says.
This realization led Nidhi to pivot her business model. She began focusing on creating ready-to-use simmer sauces, designed to simplify the cooking process while staying true to the authentic flavors of Indian cuisine.
Overcoming Challenges
Building a food brand from scratch wasn’t easy. “I wasn’t a natural entrepreneur,” Nidhi admits. “But once the idea took hold, I was determined to make it work.”
One of her biggest challenges was figuring out how to preserve the authenticity of Indian cooking on a commercial scale. The traditional “bhuno” method—a key step in Indian cooking where spices are slow-fried to release their flavors—was non-negotiable for Nidhi. However, most manufacturers weren’t willing to accommodate such a labor-intensive process. After months of searching, she finally found a co-packer in Canada who agreed to follow her methods.
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Another major hurdle was navigating the technical aspects of food production. To overcome this, Nidhi partnered with the Cornell Food Venture Center, which guided her through challenges like regulatory compliance, shelf stability, and food safety. “They were incredibly helpful,” she says. “I learned so much about making my sauces safe and shelf-stable without compromising on flavour.”
A Breakthrough Moment
Masala Mama reached a turning point in 2018 when Whole Foods began carrying her sauces nationwide. With options like Tikka Masala, Vindaloo, and Goa Coconut Curry, the brand quickly gained recognition for its ability to make Indian cooking accessible without sacrificing authenticity.
One of Nidhi’s proudest moments came during a taste test in Delhi, where her Tikka Masala sauce was compared to the legendary butter chicken from Moti Mahal, a restaurant synonymous with the dish. “When my friend said it was as good or better, it felt like a real win,” she says with a smile.
Navigating Challenges and Growth
The road to success hasn’t been without setbacks. The pandemic, supply chain disruptions, and competition have all tested Nidhi’s resilience. “Running a business is much harder than I imagined,” she says. “But I’m driven by the mission to make Indian food approachable and delicious for everyone.”
Through it all, she has remained focused on her vision: to bring authentic Indian flavors to as many people as possible. Whether it’s refining her recipes, sourcing high-quality ingredients, or sharing the stories behind her sauces, Nidhi approaches her work with care and purpose.
A Celebration of Indian Heritage
For Nidhi, Masala Mama is about more than just food—it’s about celebrating the richness of Indian culture. “I want people to experience the diversity of Indian food,” she says. “It’s not just about the flavors. It’s about the stories and history behind them.”
Nidhi Jalan
Her sauces reflect this commitment to authenticity. Each jar tells a story, whether it’s the fiery heat of Vindaloo or the creamy comfort of Tikka Masala. “I want people to feel like they’ve been invited into an Indian home for dinner,” she says.
What’s Next for Masala Mama?
As Masala Mama continues to grow, Nidhi Jalan is looking for new ways to share her passion. She’s experimenting with new flavours and recipes, all while staying true to her roots. “This isn’t just a business for me,” she says. “It’s about connecting people through food and sharing a part of who I am.”
From her childhood in Kolkata to her journey as an entrepreneur in New York, Nidhi’s story is one of perseverance, creativity, and a deep love for Indian cuisine. With Masala Mama, she’s not just selling sauces—she’s building bridges, one jar at a time.
Read a similar story of Sana Javeri Kadri, the woman behind the movement to decolonise Indian spices.
