Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 14 March 2022

⏱️ 64 minutes

🔗️ Recording | iTunes | RSS

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Summary

With no strategic plan and very little money, Sukhi Singh figured out a way to sell Indian food at scale across the U.S.—but it took her almost 20 years to do it. In the early 1990's, she shuttered her faltering café in Oakland, California and enlisted her husband and three children to help her sell bottled curry paste at local stores—and Indian meals at farmers markets. But the real breakthrough came when Sukhi expanded into refrigerated/frozen meals, and landed her chicken tikka masala and samosas in Costco. After growing the family business without a cent of outside investment, Sukhi's Gourmet Indian Food is now one of the biggest Indian food brands in the U.S, with over fifty products available in around 7,000 stores.

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Transcript

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0:41.0	How I built this, the book, now to the show.
0:48.0	You know, we're a family business.
0:49.0	We're all in the family business.
0:51.0	And there is this, you know, need to separate the business
0:55.0	from our family life.
0:56.0	And it was becoming harder and harder as the demands of the business grew.
1:01.0	I personally, I told the children, I said listen,
1:04.0	somebody asks us to make something we make it.
1:06.0	But I do not know how to grow this business strategically anymore.
	...

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