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