Zee Ahmed, founder of Raju Sauces, is on a mission to shake up the way we think about global flavours. With a bold vision to integrate South Asian-inspired sauces into everyday cooking, Raju challenges the outdated concept of “world food” aisles and brings familiar yet exciting tastes to the mainstream. In this exclusive interview, Zee shares the inspiration behind Raju, the challenges of disrupting the sauce industry, and the company’s commitment to sustainability, social impact, and, most importantly, great flavour.
Raju Sauces blend South Asian inspiration with unique twists to fit seamlessly into everyday cooking. Could you elaborate on the creative process behind developing these flavours and how you ensure they resonate with a diverse audience?
I grew up with South Asian flavours but always wanted to use them in new, everyday ways that felt true to my own experiences. We went through countless variations, starting by looking at popular sauces I love, then asking: "What if we added a South Asian twist?" That exploration led us to the three signature sauces we have today. Throughout the process, we kept our focus on recognisable tastes so that while the flavours feel fresh and exciting, they’re still approachable for a diverse range of palates.
You’ve mentioned that Raju is a statement to the food industry to stop relegating global flavours to separate aisles. What strategies are you employing to integrate these flavours into mainstream food culture, and how do you envision the future of ‘world food’ sections in stores?
I believe flavours like mango and lime pickle deserve a spot alongside everyday staples such as ketchup or mayo. While “world food” aisles have helped introduce these tastes, they’ve been part of the average Brit’s kitchen for years, so people already know what they are and how they taste. Now, Raju offers lime pickle, mango and tamarind in a new, exciting, sauce form with bold branding and all-natural ingredients, appealing to modern consumers who crave new, exciting flavours in a familiar format. Ultimately, we want these sauces to step out of niche aisles and into the mainstream.
Raju Sauces donates 1% of revenue to causes supporting the planet and its people, and all packaging is recyclable. Can you share more about the specific initiatives or organisations you support and how customers can get involved in these efforts?
The key ways I want Raju to help the world be a better place are:
Fostering Social Cohesion – One of our core beliefs is that food can bring people together across cultural boundaries. By creating sauces inspired by global flavours, we encourage people to experiment and share cross-cultural meals. This naturally sparks conversations, fosters connections, and celebrates the diversity of our communities.
Supporting Food Equality – We believe everyone deserves access to good food. Times are tough, and we see many people struggling with food insecurity. That’s why we donate stock to food banks in Manchester every year, ensuring that even those on tight budgets can enjoy quality, tasty meals.
Protecting the Planet – We're active members of 1% for the Planet, which means we commit at least 1% of our annual sales to environmental organisations. We also prioritise sustainability in our own operations:
• Local Sourcing: Over 80% of the ingredients and materials we use come from businesses within a 50-mile radius, helping reduce our carbon footprint.
• Recyclable Packaging: We specifically chose glass jars instead of plastic because they’re easier to recycle and more environmentally friendly.
You’ve named the sauces Raju after your favourite Bollywood actor’s recurring character name. How does this personal inspiration influence the brand’s identity and marketing approach?
Growing up, I watched countless Bollywood films with my parents, and I was struck by how often Shah Rukh Khan’s characters, regardless of the storyline, were named "Raj." To me, it symbolised the idea of remaining true to yourself no matter the setting – you could be in a completely different world, but your core identity stayed the same. I think there's something quite interesting to this idea and that’s what inspired the name Raju Sauces.
At Raju Sauces, we’re all about exploring global flavours and embracing change while staying grounded in who we are. Like the recurring name in every film, our brand’s identity is that constant thread tying together different cultural influences. It’s nostalgic, playful, and rooted in personal experience, yet open to new interpretations, just as each sauce offers a twist on a familiar taste. From a marketing standpoint, our storytelling reflects tradition and transformation. We encourage people to experiment with our sauces, bringing their own backgrounds and creativity to the table.
Being shortlisted for the Early Stage Stand Out 2024 at the Great British Entrepreneur Awards is a significant achievement. How has this recognition impacted your business, and what are your plans for scaling Raju Sauces in the coming years?
Honestly, winning at the Great British Entrepreneur Awards still feels surreal. I wasn’t expecting it. I’m incredibly humbled, but it also reminds me there’s still a long road ahead for Raju Sauces; this is just the beginning of our journey. In terms of the impact, it’s too early to tell but the recognition has certainly boosted our visibility. It’s helped open doors to conversations with potential partners and new audiences.
However, our primary focus remains on building authentic relationships with customers: we want them to taste Raju, share their feedback, and let us know how they’re using the sauces in their own kitchens.
You encourage customers to share their experiences and recipes using Raju Sauces. Can you share some of the most creative or unexpected ways people have incorporated your sauces into their cooking?
When I first started out, I spent a lot of time at farmers markets and food fairs, so one of my favourite things to do at the markets was chatting with returning customers about how they were using Raju Sauces. Their creativity never failed to inspire me. One person drizzled our Sweet Chilli Mango sauce over vanilla ice cream for a tangy-sweet dessert, while another spread the Tamarind BBQ sauce on a bacon sandwich for a bold twist. I’ve also heard of people whisking our sauces into salad dressings or marinades to add a hint of South Asian flair.
To celebrate our partnership with Ocado.com we’ve introduced a series of recipes which will be released through our website at spicyraju.com and they will give people a few ideas of different uses.
