From Homesick MBA Student to Spice Empire

How Sana Javeri Kadri Made Turmeric Cool

August 18, 2025 • Read in 4 minutes

Dear Hyphenly Readers,

Remember when turmeric lattes were everywhere but tasted like disappointment? Turns out, there was a reason for that, one frustrated MBA student from Mumbai decided to do something about it.

Sana Javeri Kadri was homesick in San Francisco, craving the vibrant turmeric from back home, when she tried a $7 turmeric latte that tasted like cardboard. That moment of culinary heartbreak in 2016 sparked what would become Diaspora Co., a multimillion-dollar spice company that's revolutionizing how Americans think about spices and how farmers in India get paid.

What started with Sana literally carrying turmeric in her suitcase has grown into a 30-spice operation sourcing from over 140 small farms across India. But here's the kicker: while the average Indian farmer earns $2,381 per year, Diaspora Co.'s farm partners are making an average of $26,000. "They are earning 10x the natural average, and I think that kind of tells you everything you need to know," Sana told Fortune this July.

The company name itself, Diaspora Co., is a love letter to immigrant identity. No hiding behind generic American branding here. Sana spent 4-6 months annually in India for the first few years of the business, with 18 of her 23 employees permanently based there. She's not just importing spices; she's building bridges between worlds, one cardamom pod at a time.

In an industry where authentic often means appropriated, Sana's approach is refreshingly honest about cultural ownership. Her Instagram stories read like a masterclass in spice education, explaining everything from why Kashmiri saffron costs $5,000 per pound to the difference between Ceylon and cassia cinnamon. She's turned her grandmother's spice knowledge into America's newest obsession.

"I'm trying to change the fundamental relationship that people in the West have with spices," she says. Mission accomplished! Diaspora Co. is on track to hit profitability by year-end, proving that authenticity isn't just good for the soul, it's good for business.

Follow her spice wisdom @diasporaco and see why her turmeric is worth the hype at diasporaco.com.

This newsletter was curated by Devna Shah.

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Hyphenly curates the latest news, art, and businesses from immigrants around the world. Have a tip or story we should feature? We’d love to hear from you.