Diaspora Co.
Category: AI in Retail / E-commerce
A direct-to-consumer spice company that sources high-quality, single-origin spices directly from farmers in India and Sri Lanka, building a more equitable and sustainable spice trade. Diaspora Co. was founded in 2017. The company is led by Sana Javeri Kadri. Based in Oakland, California. Team size: 11-50. Total funding raised: Approximately $2.5M raised via angel-led rounds (not traditional institutional VC): ~$1M pre-seed after ~5 years bootstrapped, then $1.5M seed in 2024 from ~75 angels; Forbes also reported $2.1M equity+debt financing in July 2022 led by Pentland Ventures. Founder prioritizes angel capital and farmer/employee equity (~35% reserved).. Latest round: Seed. Key investors include Pentland Ventures (2022 lead), Meena Harris / Phenomenal Ventures, Ben Jacobsen (Jacobsen Salt Co.), Tyler Malek (Salt & Straw), Ellen Bennett (Hedley & Bennett), Shelley Armistead, ICA Fund (2024 Growth Fund), angels from Sukhi's Gourmet Indian Foods and related impact/angel syndicate (~75 angels in 2024 seed).
- Founded
- 2017
- Headquarters
- Oakland, California
- Team size
- 11-50
- Total funding
- Approximately $2.5M raised via angel-led rounds (not traditional institutional VC): ~$1M pre-seed after ~5 years bootstrapped, then $1.5M seed in 2024 from ~75 angels; Forbes also reported $2.1M equity+debt financing in July 2022 led by Pentland Ventures. Founder prioritizes angel capital and farmer/employee equity (~35% reserved).
Value proposition
To provide fresh, flavorful, and unique spices while promoting fair trade, sustainable agriculture, and decolonizing the spice industry through a more equitable and transparent model.
Products and solutions
Pragati Turmeric, Aranya Pepper, Nandini Coriander, Baraka Cardamom, Sirka Lau-Pati (Cinnamon), Peni Miris (Chilli), Jodhana Cumin, Makhir Ginger
Unique value
Their model is built on decolonizing the spice trade by providing farmers with significantly higher prices (an average of 6x the commodity price), investing in their communities, and sharing their stories, thereby creating a transparent and equitable supply chain.
Target customer
Home cooks, professional chefs, and restaurants seeking high-quality, ethically-sourced spices with transparent supply chains.
Industries served
Food & Beverage, Retail, Direct-to-Consumer (D2C), Hospitality
Technology advantage
A direct sourcing model that bypasses traditional middlemen, enabling full supply chain transparency, quality control, fresher products, and a more equitable distribution of profits back to the farmers. Their strong online brand and storytelling create a direct-to-consumer relationship.
How they differentiate
Diaspora Co. differentiates through its deep focus on social equity and decolonizing the spice trade by providing farmers significantly higher prices. It emphasizes the storytelling of its farm partners and proudly identifies as a queer-owned business, building a strong, mission-driven brand identity.
Main competitors
Burlap & Barrel, The Spice House, Penzeys Spices
Key partnerships
Long-term direct partnerships with ~140–150 regenerative farm partners across India and Sri Lanka (company site: 150 farms / 30 single-origin spices, Fortune 2025: 140+ farms). ICA Fund reports $2.5M+ paid to 145 farm partners. Subsidiary Diaspora Trading supports export ops in India.
Notable customers
Large D2C consumer base, retail presence including Amazon and grocery/supermarket shelves, used by professional chefs and restaurants, expanding B2B bulk to restaurants and CPG brands.
Major milestones
Network of ~140–150 regenerative farm partners across India and Sri Lanka (30 single-origin spices)., Forbes 30 Under 30 Food & Drink (2021) for founder Sana Javeri Kadri., July 2022: ~$2.1M equity+debt financing (Pentland Ventures lead)., 2022: launched Diaspora Co. Farm Worker Fund., 2024: $1.5M angel seed (~75 investors), ICA Fund impact investment., Mid-millions revenue, grocery retail expansion, cookbook The Diaspora Spice Co. Cookbook (with Asha Loupy) published / available., Queer, woman-of-color-owned mission brand, ~35% equity reserved for farmers, advisors, and employees.
Growth metrics
Mid-millions annual revenue (Fortune, July 2025); founder said on track for profitability by end of 2025. ~23 employees (18 based in India). Expanding grocery retail (ICA: plan for ~1,000 shelves by end 2025; SSIR cited ~700 stores with plan to 1,800).
Market positioning
A premium, mission-driven brand in the artisanal spice market, known for its quality, freshness, and ethical sourcing.
Geographic focus
Primarily serves the U.S. market through its e-commerce platform, while all sourcing is from South Asia (India and Sri Lanka).
Patents and IP
N/A
About Sana Javeri Kadri
Sana Javeri Kadri is the founder and CEO of Diaspora Co., a direct-to-consumer spice company. She founded the company in 2017 with the mission to build a more equitable and sustainable spice trade by sourcing single-origin spices directly from farmers in India and Sri Lanka. Her work involves decolonizing the spice trade and creating a model that prioritizes farmers by paying them premium prices for high-quality, fresh spices. Before her entrepreneurial venture, she worked as a photographer. Her leadership has been recognized with a feature in Forbes' 30 Under 30 for Food & Drink in 2021.
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Official website: https://www.diasporaco.com