"I promised myself I'd come back and build something meaningful for India."

That promise guided me when I moved to the Netherlands in 2017 to pursue my Master’s degree at one of Europe’s top universities. I interned at Philips, joined EY full-time as a data strategy consultant. The kind of career that looked perfect on paper. But along the way, my health became a priority. In 2021, while trying to lose weight, my trainer told me to cut back on rice. That hit hard. Rice is home, culture, comfort. I needed a better-for-you alternative, not a compromise. That’s when Europe, with all its global ingredients, handed me quinoa. It was nutty, hearty, nourishing. The perfect swap. Pablo’s Quinoa became my favorite brand. It just fit into my life so naturally, making healthy eating feel joyful and effortless. Out of gratitude I sent them a message. I didn’t expect a reply but to my surprise, the founder himself got in touch. His name was Pablo.

"It’s like rice, but better."

That’s what a Bolivian farmer told me in 2007 as he handed me a handful of quinoa seeds. That moment changed my life. I spent the next 15+ years deep in the world of quinoa, launched my own “Pablo’s Quinoa” brand and watched it grow into the most widely available quinoa brand in Europe, stocked in over 5,000 stores. But more than growth, I cared about purpose: building the most lively quinoa brand in the world — good for people, partners, and planet.

When I got Shiva’s message, I felt something spark. He wasn’t just a fan, he was someone who got it. We got on a call and talked about food, values, and India. He asked if I’d ever bring quinoa there. I told him: "Only if I find the right partner." He didn’t blink. "Then let’s do it together." A couple of months later, Shiva called me with news that gave me goosebumps — quinoa was already being grown in India. Naturally organic, in Rajasthan and at scale. And the quality? Incredible. Suddenly, this wasn’t just a dream. It was real.

"The moment I heard their vision,I was in."

Design isn’t just about how something looks it’s about how it makes people feel. When Shiva reached out to me, I felt something I rarely feel from a food brand: heart. He told me about DELI not just a brand, but a mission. To help Indian families embrace healthy quinoa, celebrate the pride of Indian-grown seeds, and uplift the farmers who grow it. I already believed in quinoa I was eating it myself. But this was much bigger.

I joined not as a creative, but as a co-founder. Together, we built DELI from scratch. The name, the tone, the warmth and the soul. We wanted DELI to feel bold, but familiar. Global in quality, Indian in spirit. Because quinoa doesn’t need to replace our rice. It just needs to sit beside it proudly.