Indian woman-owned brand's claim against Trader Joe’s sparks online debate 

When Chitra Agrawal first released her roasted garlic achaar, it was the only product of its kind on the market.

When Chitra Agrawal first released her roasted garlic achaar, it was the only product of its kind on the market. The 42-year-old has been running her Indian condiment brand Brooklyn Delhi since 2014, and until she came around, no U.S. company sold an Indian garlic pickle quite like hers, she said.

“You don’t find roasted garlic achaar,” Agrawal told NBC Asian America, noting the garlic pickles she grew up eating were made raw. “That was my innovation.” 

Brooklyn Delhi products are already housed in national chains like Whole Foods and meal-prep brands like Blue Apron, so Agrawal wasn’t surprised when she was emailed by Trader Joe’s last January. A representative for the grocery giant told her they were interested in her products.

After a group tasting, Trader Joe’s zeroed in on Brooklyn Delhi’s Coconut Cashew Korma, a mild simmer sauce. Things seemed to be moving along slowly; then communications stopped. 

Three months later, customers and friends began flooding Agrawal’s inboxes. Trader Joe’s had released a new item. Called “Indian Style Garlic Achaar Sauce,” it was uncannily similar to Brooklyn Delhi’s bestselling product. 

https://www.nbcnews.com/news/asian-america/indian-woman-owned-brands-claim-trader-joes-sparks-online-debate-rcna31465


Post ID: 2ed9fc7f-a359-4bbd-8da1-01b649d8e4f7
Rating: 5
Updated: 1 year ago
Your ad can be here
Create Post

Similar classified ads


News's other ads