ADVERTISEMENT
ADVERTISEMENT
Indian American turns kitchen idea into spice startup
The Maple Grove-based company aims to make traditional Indian meals easier for everyday home cooks.
-
Malvika Choudhary - Mon, 27, Jul 2026
- 18:34 EDT
- 29
Cooking blends / JJ Magic Masala
A Minnesota startup is bringing authentic Indian cooking within easier reach with the launch of three cooking blends on Amazon.
Founded by Maple Grove resident Jaya Sondhi, JJ Magic Masala officially introduced its first three cooking blends – Signature, Makhani and Biryani – on the e-commerce platform.
Also Read: Global fast-food chains expand menus with Indian-inspired flavors
The products are designed to simplify Indian cooking by reducing lengthy ingredient lists, multiple spice jars and complicated preparation while preserving traditional flavors, the brand said.
Sondhi, a working mother and IT professional who has lived in Minnesota for 17 years, said the idea for the company grew out of a challenge she faced in her own kitchen.
Rather than expecting home cooks to master complex recipes, she set out to answer a simple question: What if authentic Indian cooking could be simple enough for anyone?
That idea led to nearly two years of recipe development, experimentation and testing with family and friends before evolving into JJ Magic Masala, built on the belief that authentic Indian cooking should not be complicated.
"We didn't want to simplify the flavor–we wanted to simplify the process," Sondhi, founder and CEO of JJ Magic Masala, said in a statement. "Our mission is to make authentic Indian cooking approachable without compromising authentic flavor. If a teenager can confidently prepare an authentic Indian meal at home, we've accomplished what we set out to do."
According to the company, each cooking blend is designed to eliminate long spice lists, reduce complicated preparation and remove technical cooking steps, creating a cooking system for busy parents, young professionals, college students, beginners and anyone who has found authentic Indian cooking intimidating.
The initial lineup includes Signature, marketed as "Everyday Favorites. Made Simple."; Makhani, described as "Restaurant Classics. Made Simple."; and Biryani, promoted as "Celebration Meals. Made Simple." The products are currently available on Amazon.
Sondhi said the launch is about more than introducing a new food product. "It is about giving people the confidence to cook authentic Indian meals they may have always wanted to make but never believed they could," the company said.
The brand's this philosophy is reflected in its tagline, "We're Not Just Making Spices. We're Making Chefs."
Discover more at New India Abroad.
Leave A Comment
Related
ADVERTISEMENT
ADVERTISEMENT
E Paper
Video
Comments
Start the conversation
Become a member of New India Abroad to start commenting.
Sign Up Now
Already have an account? Login