(February 12, 2025) In 2016, as turmeric lattes took over American coffee shops, San Francisco-based Sana Javeri Kadri found herself questioning the story behind the golden drink. Born and raised in Mumbai, she knew turmeric wasn’t just a trend — it was a cultural cornerstone of South Asian kitchens. But in the aisles of US supermarkets, she saw the spice reduced to a dull, flavourless powder, far removed from its roots. “Farmers in India were making next to nothing while turmeric was being sold for a premium abroad,” Sana recalls. “It didn’t sit right with me,” says Sana, who was featured in the 2021 Forbes 30 Under 30 list.
Sana Javeri Kadri, founder of Diaspora Co
Armed with her background in food marketing, Sana quit her job in San Francisco, packed her bags, and flew back to India. What began as an inquiry into the origins of turmeric turned into a seven-month odyssey across Indian farmlands. She visited over 40 farms, made countless unanswered phone calls, and navigated rice paddies on a squishy motorbike. Her journey led her to the Indian Institute of Spices Research in Kerala, where she uncovered a truth that felt frozen in time: much of India’s spice trade still operated on colonial-era systems, prioritising profits for middlemen over farmers.
That’s when she decided to change things. In 2017, she started Diaspora Co with a bold mission: to bring the true flavour and stories of South Asian spices to the United States while ensuring that farmers were fairly paid and celebrated for their work. Starting with just one spice — Pragati Turmeric — Sana set out to redefine what the global spice trade could look like, blending taste, equity, and heritage into every jar.
What began as a step towards reimagining spice trade, it has now grown into a movement with the company sourcing over 30 single-origin spices from 150 regenerative farms across India and Sri Lanka. In October 2024, Diaspora Co expanded to the UK. “It’s a celebration of how far we’ve come and a promise to continue building a more fair and regenerative spice trade – for us, by us,” the Global Indian said.
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From Mumbai to San Francisco
Sana grew up in Mumbai, surrounded by the diverse culinary traditions of her mixed Gujarati and Punjabi family. Food was always a central part of her life and this early fascination with food and culture became the foundation for her curiosity about the world. Around the same time, she picked up her mom’s camera and found herself capturing the world on her lens. “I used photography as a way to tell stories but also understand how the world worked, and then soon the way America worked.”
At just 16, she left India on a scholarship to attend United World College in Italy, where she encountered a whole new set of flavours and cultural nuances. “I didn’t speak a word of Italian, but wandering grocery stores and trying local foods helped me make sense of my surroundings,” she says. Her journey continued to the US, where she pursued her bachelor’s degree. After graduation, Sana began working with Bi-Rite in San Francisco as a marketer. “It was exciting to be paid to take photos of produce, but I started questioning whose stories I was telling—mostly those of white-owned brands,” she reflects. This period in her life, while creatively fulfilling, planted the seeds of a deeper inquiry: what would it look like to tell her own story through food?
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The Beginning of a Bold Vision
Sana was already questioning the disparities in sourcing practices. “We knew exactly which hands picked our oranges,” she recalls, “yet when I asked four of the best chefs in the Bay Area where they got their spices, their answers amounted to a chef’s warehouse.” Around the time, turmeric lattes became the trend in San Francisco, yet the farmers growing it remained invisible.
Keen to do a photo essay, she decided to dive deep into learning the origin of the turmeric in the US, which led her to visiting farms in India. A meeting with the Indian Institute of Spices Research changed everything. She found nothing had changed in the Indian trading world of spices since the 1850s. That’s when an art major turned photographer decided to turn into a spice dealer. At 23, she used $3,000 from her tax refund to begin sourcing and selling turmeric grown through ethical farming practices.
She began Diaspora Co with the “goal of decolonisation.” “The old colonial spice trade was set up to harm farmers,” she explains. “My job is to undo that. They already exist, they’re already doing the work. All I have to do is market that and tell their stories”.
The colonisation of spices
The colonisation of India was largely driven by the global demand for spices. In the 15th and 16th centuries, European powers like the Portuguese, Dutch, French, and British were drawn to India’s pepper, cardamom, cinnamon, and cloves, which were seen as symbols of wealth and power. Spices were not just about flavour—they were used as money, tools in diplomacy, and essential for global trade. The British East India Company eventually took control, turning India’s spice trade into a profit-making venture for the empire. Colonial rule destroyed local trade systems, leaving farmers with little choice but to grow crops for foreign markets. The exploitation wasn’t just about money—it also wiped out centuries of cultural exchange and agricultural knowledge, reducing India’s spices to nameless, soulless products for Western kitchens.
Rewriting the Narrative of South Asian Spices
Her vision has turned into a reality as farmers partnering with Diaspora Co. are paid an average of six times the commodity price, a stark contrast to the industry norm. Diaspora Co. doesn’t stop at better pay. The company works directly with farmers to create long-term sustainability. From providing interest-free loans for equipment to upfront payments during harvest seasons, every decision centers on equity and trust. In 2022, they launched the Farm Worker Fund to support literacy, healthcare, and nutrition for farmworkers. “For us, this is what it means to be part of a community,” she says.
Changing How the World Sees South Asia
At its heart, Diaspora Co. is a love letter to South Asia. The company isn’t just selling spices; it’s redefining what “Made in South Asia” means. Diaspora Co. has also become a cultural bridge for the South Asian diaspora, reconnecting them with flavours of home while introducing non-South Asians to the richness of these spices. Each jar tells a story—of the land it came from, the farmer who grew it, and the culture it represents. “We’re about complicating and deepening the narrative,” Sana explains. “It’s not just representation for the sake of it. It’s about freedom, struggle, and diaspora, all told through food.”
For the Indian diaspora in the US, Diaspora Co. is more than a brand; it’s a bridge. It brings the flavors of home to kitchens abroad while giving Indian farmers the global recognition they deserve. And for Sana, every jar of turmeric or chili powder represents a small act of decolonization. “Decolonisation is a forever kind of work,” she says. “But if we keep asking the right questions and pushing forward, it’s work worth doing.” As Diaspora Co. continues to grow, Sana Javeri remains focused on the bigger picture: building a spice trade that uplifts everyone involved.
Under Sana’s leadership, Diaspora Co. has become a symbol of what’s possible when equity and authenticity drive business. From turmeric farmers in Andhra Pradesh to chefs in New York, the company is creating a ripple effect across continents.
The Road Ahead
As Diaspora Co. continues to grow, Sana Javeri remains focused on the bigger picture: building a spice trade that uplifts everyone involved.
Seven years after its founding, Diaspora Co. is more than just a brand—it’s a movement. Sana’s journey is proof that one idea, one spice, and one person’s determination can rewrite the rules of an industry.