By Naima Chowdhury
Named after the Marathi word for grandmother, Aaji’s – a condiment company whose lonsa is made by simmering fresh tomatoes with garlic, chilies and coastal Indian spices – is built on the warmth of family traditions and the power of food to bring people together.
Poorva and Rajus Korde, the founders of Aaji’s, started their journey with a shared desire to do something meaningful and purposeful. Both having successful corporate careers with advanced degrees under their belt, they yearned for something that felt closer to their hearts. For them, food was the natural choice – it had always been central to their families, offering comfort and connection during both joyful and challenging times.
What started at The Food Trust’s Fairmount Farmers Market in 2004 has now blossomed into a thriving food retail business spanning over 500 miles and reaching shelves at major retailers across multiple states. Aaji’s has gone from delighting local market-goers to being stocked at leading stores like Whole Foods and Weavers Way Co-op, all while staying true to its roots.
How It All Began
During the COVID-19 pandemic, Poorva and Rajus conducted six weeks of recipe taste testing with their neighbors. Over 60 recipes were tested, fostering community as they refined their product. Tomato lonsa, a recipe passed down from Rajus’ mother (now their children’s Aaji), emerged as the winner. With its simplicity and a main ingredient as familiar as tomato, it was the perfect choice to launch Aaji’s.
Transplants to Philadelphia, the couple have been patrons of The Food Trust’s Fairmount Farmers Market, making their transition as vendors a natural step. They brought 60 containers of lonsa to their first market, unsure of what to expect – and sold out in just two hours. “We had no expectations, so to sell out was so exciting,” Poorva shared.
The Role of Farmers Markets
The Food Trust’s farmers markets initially served as a way to validate their product, but they quickly became so much more. Weekly markets became the bedrock of their business, creating connections not only with customers but also with other vendors, chefs, local restaurant owners and food industry professionals.
“Farmers markets created opportunities to collaborate with other vendors, like cheese and bread artisans, and learn how customers used our product in meals,” Rajus explained. The markets also provided a safe, outdoor space for human connection during the pandemic.
Through consistent presence and a focus on delighting customers, Poorva and Rajus built lasting relationships. “Success comes from investing time consistently and listening to customer feedback,” they emphasized.
From Market to Retail
The transition from farmers markets to retail was customer-driven. Customers often asked, “Where can I find you when you’re not here?” This natural demand paved the way for Aaji’s products to appear in local groceries and co-ops like Weavers Way, eventually leading to placement into 44 Whole Foods across four states.
Leveraging the built-in customer base and network from farmers markets, Poorva and Rajus seamlessly expanded their reach.
Challenges of Scaling Up
However, transitioning to retail came with its challenges. The biggest adjustment was losing the direct connections they had with customers at farmers markets. Grocery shopping tends to be more task-focused, unlike the leisurely and interactive experience of a farmers market.
Additionally introducing a new food category in retail required significant sampling and tasting efforts. Fortunately, their farmers market experience made sampling a part of their DNA, bridging the gap between the two settings.
Community Support and The Food Trust
The Food Trust’s network played a critical role in Aaji’s growth, connecting them with sustainable food advocates and food business professionals. These connections proved invaluable in navigating the complexities of upscaling their business.
“Every step of this journey has been because of the community and the people,” Poorva and Rajus noted. Philadelphia’s collaborative food community, combined with its central location in the Mid-Atlantic, provided the perfect environment for Aaji’s to grow while maintaining strong local roots.
Advice for Food Entrepreneurs
For those looking to transition from farmers markets to retail, Poorva and Rajus offer this advice:
- Stay open to learning every day
- Invest in relationships with customers and and partners – including farmers market organizers and store teams
- Be consistent and present: for nearly two years, Rajus and Poorva personally attended markets, building connections and learning directly from their customers.
“Food business success is rooted in relationships and authenticity,” says Rajus. “It takes time – take that time to develop your story. The rest sort of takes care of itself.”
Looking Ahead
Aaji’s is more than a business, it’s a labor of love and passion. As Poorva and Rajus continue their journey, they remain motivated by the joy their products bring to people and the connections they foster.
“Collegiality, passion and hard work are intrinsic to the people of Philadelphia,” they shared. And it’s clear that these same values are the heart of Aaji’s.