Masala marke

Guntur chilli

As Indians, spice for us, is a way of life," points out chef Prateek Sadhu, explaining why he - along with media professionals and sustainable-living practitioners Zainab Burmawalla and Aashina Kaul - has chosen to start an e-commerce venture offering masalas from across the country. Paushtik, which goes live today, stocks 20-odd varieties, from whole masalas like Guntur chilli and bhoot jholakia, to powdered Lakadong turmeric, and blends like meat and sheera masalas.

Aashina Kaul, Zainab Burmawalla and Prateek Sadhu
Aashina Kaul, Zainab Burmawalla and Prateek Sadhu

Burmawalla asserts that what sets them apart is that it's a women-led brand, as the trio has teamed up with a rural women's collective in Pune who hand-craft the spices. "It's our honest effort to source ethically from small farmers and help better these women's lives," she adds.

The masalas come in eco-friendly packaging

Kaul notes that the focus is also on being a zero-waste venture, which is why the spices come in eco-friendly packaging. In a time defined by new experiments in home kitchens, they tell us that their spice mixes urge users to go beyond regular applications and have fun. "For instance, I made scrambled eggs with kala goda masala," Sadhu suggests.

Log on to: paushtikstore.com

Aloo with goda masala/kala masala

Ingredients
>> 100 gms potatoes
>> 15 gms ghee
>> 25 gms onion
>> 10 gms garlic
>> 10 gms ginger
>> 2 green chillies
>> 1.5 tbsp goda masala
>> Salt to taste
>> Lemon juice to taste

Method
Par-boil the potatoes, and peel and cut them into cubes. Heat the ghee in a heavy-bottomed pan; add chopped ginger, garlic and green chillies. Once the ginger and garlic begin to sweat, toss in the onions and let them caramelise slightly. Season with a little salt and let them cook further. Now, tip in the goda masala and cook on low heat. Once the oil starts to separate and the masala has cooked through (it shouldn't have a raw taste and aroma), add the potatoes. Sprinkle a splash of water, and mix the potatoes and the masala well. Once the potatoes have cooked through, season with salt and add lemon juice to taste. Throw in a little chopped coriander and serve hot. Garnish with a few sprigs of coriander.