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Her sauces could be the next big thing
January 31, 2008
Anita Saini wants to make Indian "the next Chinese" with her line of certified organic Indian simmer sauces.
As popular as Chinese specialty items are at the grocery store, Saini believes her indian sauces will be the next big thing.
Toronto native Saini, who grew up in Mississauga, launched her business, Devya Indian Gourmet, two years ago. It will be featured on an episode of CBC Newsworld's Fortune Hunters, Saturday at 6:30 p.m.
Fortune Hunters explores some of the latest business trends and the eager entrepreneurs cashing in on them. Exotic foods from around the world will be the topic in the episode that follows Saini around as she tries to kickstart her business.
Saini says she discovered her entrepreneurial spirit while working in sales for a media company.
"Part of my last job was meeting food companies and trying to sell them our services. Meeting these food companies is what really inspired me," Saini said.
"I always knew at some point I would venture off on my own, but meeting all of these great entrepreneurs and seeing what they had done — that's what really pushed me over to...want to bring my own brand to market."
Her brand is ready-made Indian sauces that come in four flavours — Butter Chicken, Vegetable Curry, Tandoori Chicken and Channa Masala. They can be added to fresh vegetables or meat for a convenient and authentic Indian meal.
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Photo courtesy of CBC Newsworld Entrepreneur Anita Saini will be featured Saturday on an episode of CBC Newsworld's Fortune Hunters.
Saini says her sauces stand out on shelves because they are both organic and ethnic.
According to Saini, consumers are more interested in organic offerings as they become more aware of the health benefits an organic diet provides.
"Right now, you can find so many products that are conventional and then you can find the same version in organic. You can buy ketchup, soup, cereal, but we haven't gotten to the point where you can find curry sauce or soy sauce that's organic," Saini said.
She says there is a growing appetite for multicultural foods. "I think it has to do with the fact that we're so diverse in our population. Influences of other cultures are bound to spill over. I think Canadians, in general, are open to exploring global culture and food."
That's a trend Saini says she has been able to stay ahead of and cash in on. Saini was recognized as one of Canada's top 10 innovators by Food In Canada magazine last May.
Saini's sauces can be found in major health food stores across Canada and the U.S.
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