Chitra Agrawal: From Blog Posts to Grocery Shelves

Chitra Agrawal didn’t just create a condiment brand—she started a cultural shift. As the founder of Brooklyn Delhi, Chitra is championing Indian flavors rooted in family tradition and elevated for modern American kitchens. Her journey began with handwritten recipes and personal storytelling, and today her products sit on shelves at Whole Foods, Target, and beyond. But behind the brand is a deeper story of identity, belonging, and bold self-belief.

TINDS: Where were you born and raised?

Chitra Agrawal: I was born in New Jersey and grew up in the suburbs. As one of the few South Asian kids in my class, I struggled to fit in. I often felt caught between cultures.

TINDS: Three words that describe you?

Chitra Agrawal: Resilient. Creative. Nurturing.

TINDS: Did you visit India often?

Chitra Agrawal: Yes, frequently. I was very close to my grandmother and her sisters. I learned to cook just by watching them in the kitchen.

TINDS: How did you balance fitting in and staying true to your roots?

Chitra Agrawal: I didn’t balance it well growing up. It felt like I had to choose one side or the other. Only later did I realize you can exist in both identities and still be whole—and that duality is powerful.

TINDS: What role did your family play in shaping your love for food?

Chitra Agrawal: Food was central in our home. Both my parents cooked. My mom is from Bangalore, my dad from Delhi—so we had a mix of cuisines. My brother and I learned by helping in the kitchen.

TINDS: How did Brooklyn Delhi begin?

Chitra Agrawal: It started in 2009 with a blog called The ABCDs of Cooking. I used it to document family recipes and explore my Indian-American identity through food. That led to cooking classes, supper clubs, and my cookbook Vibrant India. In 2014, I left a decade-long career in marketing to launch Brooklyn Delhi with my husband Ben, who designs our packaging.

TINDS: What sparked the full-time leap?

Chitra Agrawal: Getting a cookbook deal made me realize food wasn’t just a hobby anymore—it was my life’s work. I needed to give it my full energy.

TINDS: What makes your products different?

Chitra Agrawal: We make plant-based Indian condiments and meals that are healthful, flavorful, and rooted in tradition. Our first product was achaar (pickle) with 75% less sodium than other brands. Today we offer:

• Achaars and chutneys – with bold, layered flavor
• Plant-based simmer sauces – like Cashew Butter Masala
• 90-second heat-and-eat meals – like Chickpea Tikka Masala

We started small at markets in Brooklyn, and eventually food critics at The New York Times, Food & Wine, and Saveur noticed. That led to retail interest. Today, Brooklyn Delhi is in Whole Foods, Target, Wegmans, and more.

TINDS: What was the biggest challenge?

Chitra Agrawal: My parents are scientists and very risk-averse. Leaving a stable job with benefits was hard for them to understand. My mom still isn’t fully convinced. But I’ve learned I have to live my life on my own terms.

TINDS: If not this, what would you be doing?

Chitra Agrawal: Writing and recipe development. I love telling stories through food.

TINDS: What advice would you give to others?

Chitra Agrawal: If you have a passion, pursue it. That doesn’t mean quitting your job right away. Start small. Experiment. See if it lights you up.

TINDS: What’s next for Brooklyn Delhi?

Chitra Agrawal: I want Brooklyn Delhi to become the most trusted brand for premium Indian flavors in America—while staying true to our roots.

Chitra Agrawal’s journey shows that staying rooted can help you grow. Brooklyn Delhi is more than a brand—it’s a flavorful bridge between cultures, communities, and generations.

Find Chitra: Instagram: chitra Agrawal LinkedIn: Chitra Agrawal