New Delhi: CURRYiT, one of the most loved food startups, proudly brings to market India’s first preservative-free/additive-free Ginger Garlic Paste. This product challenges the current offerings by incumbent brands that use a lot of additives and preservatives in a daily-use product like the Ginger Garlic paste.
Ginger and Garlic are staples in most Indian cuisines, making ginger garlic paste very popular, especially in urban areas. However, most packaged ginger garlic pastes have preservatives, additives, etc, added to the paste, which brings a sour, industrial aroma that is very undesirable – one of the main reasons why mothers have stayed away from using these products.
At CURRYiT, the team did a large-scale consumer survey to understand the challenges and expectations of a staple product like this. With the brand’s ethos of making clean and additive-free products, the answer was simple – to introduce a preservative-free Ginger Garlic Paste for daily cooking use. With this product, CURRYiT questions the prevalent use of preservatives by bigger players, providing an alternative that emphasizes transparency and authenticity.
CURRYiT’s Ginger Garlic Paste is made with traditional homemade techniques, akin to the old-fashioned sil batta (mortar & pestle) approach. It aligns with the brand’s dedication to delivering a fresh, pure, and flavorful experience that reflects the heart of Indian culinary traditions.
Founders of CURRYiT, Richa & Nischal remark, “We believe in keeping it 100% Natural, ensuring 100% Great Taste. The preservative-free Ginger Garlic Paste by CURRYiT is a game-changer in the ready-to-cook category. Unlike other commercial pastes, we ensure a perfect balance of garlic and ginger without the foul smell and health impacts of preservatives or additives. It is truly a clean convenience.”
Praised by users, testimonials express sentiments such as, “It has a natural taste and aroma like it was made just a few minutes ago… an essential element for almost all curries,” and “a valuable time-saving addition to the kitchen by eliminating the need to peel garlic and ginger.”
In contrast to competitors who incorporate preservatives, acidity regulators, stabilizers, xanthan gum, and thickening agents in their products, CURRYiT distinguishes itself with a preservative-free formula—no preservatives, no acidity regulators, no stabilizers, no xanthan gum, no thickening agents.
The product’s affordability, priced at just Rs. 99, makes it an accessible choice for enthusiasts and home chefs seeking quality without compromise.
CURRYiT is India’s first fresh, ready-to-cook brand made with ghee. Started by two IIM graduates and food enthusiasts, CURRYiT makes cooking delicious, quick, and hassle-free for everyone. CURRYiT offers a wide variety of cooking pastes for signature Indian dishes ranging from Kashmir to Tamil Nadu. All products are made with original recipes from the region using fresh, locally sourced ingredients and aromatic spices, without any preservatives or additives.