The Shubhaavya Story – In My Own Words
My love affair with spices began decades ago, not in a boardroom, but in my kitchen. As a food blogger and culinary enthusiast, I’ve spent years unraveling the stories behind ingredients—how a pinch of cumin can anchor a family recipe, or how cinnamon can turn a rainy afternoon into a ritual. But over time, I grew restless. Why were spices—the very soul of cooking—treated like pantry ghosts? Pre-ground, stale, and stripped of their magic?
That’s when I decided to rebel.
I Built Shubhaavya for People Like Me – Obsessives, Not Just Cooks
Let’s be honest: great cooking isn’t about recipes. It’s about raw materials that inspire. I wanted a brand for those who grind peppercorns to hear them snap, toast cumin seeds to watch them dance, and inhale cardamom’s aroma like it’s a rare perfume. People who treat spices like a sommelier treats wine—with reverence, curiosity, and a hint of madness.
So I partnered with farmers who shared my refusal to cut corners. We sun-dry spices slowly, hand-sort every batch, and test for oil content like it’s sacred math.
No shortcuts. No apologies.
Why ‘Shubhaavya’? Because Food Is More Than Fuel
Why ‘Shubhaavya’? Because Food Is More Than Fuel
the name comes from the Sanskrit “Shubh” (auspicious) and “Aavya” (virtuous). To me, it’s a promise:
Auspicious, because every meal is a celebration—even Tuesday’s leftovers.
Virtuous, because integrity matters. From paying farmers 40% above fair-trade rates to not compromising at all when it comes to quality, we do right by people.
Join Me in Rescuing Spices from the Pantry Graveyard
Shubhaavya isn’t about selling jars. It’s about reclaiming the joy of cooking. I still blog, write, and geek out over flavor chemistry—but now, I do it with spices that match my obsession.
So here’s my invitation:
Grind like you mean it. Cook like it matters. And never settle for spices that don’t make your kitchen smell like a temple.
Welcome to Shubhaavya.
Vivek Pathak
– A Food Blogger Turned Spice Revolutionary