When Rushabh Parikh and wife Miral were expecting their first born, like most couples, they discussed wholesome nutrition for the baby's benefit. They were looking for an unrefined oil that was high on taste. Most brands, they realised, claimed to be heart-healthy and cholesterol-free, but none spoke of the severity of the process behind their making and the nutrition lost therein. "We have always been concerned about nutrition," says Parikh, a weight lifter and long distance runner. "We were disheartened by the nutrition profile of Indian oils."

In 2016, the couple was on a trip to Dubai when they met an old friend from Africa during a run around the Dubai Marina. Over breakfast the next day, they spoke of avocado oil used in Africa. Parikh says oil from the African Hass avocado carries a crisp taste with light texture, unlike say, the Mexican avocado. A trip to Kenya and Tanzania led to the idea behind Black & Green, the oil that the Parikhs have recently launched. Avocado is the fruit of a plant native to south central Mexico and has been a popular superfood for its healthy monounsaturated fats. It is believed to lower cholesterol and triglyceride levels. Miral was team leader at an asset reconstruction company and Rushabh handled the family's real estate business. But their passion for health meant they would make time for this project.