Bubble Goods - Five Minutes with the Founder of Paro

Meet Umaimah, the founder of Paro, a South Asian food brand that brings traditional Pakistani flavors to the American market. Her journey began in the consumer packaged goods (CPG) sector with a four-year stint at Glossier in the beauty industry. Inspired by her mother's cooking and the lack of Pakistani cuisine in grocery stores, Umaimah decided to make these foods more accessible and approachable for home cooking.

Q: Can you tell us how you transitioned from beauty to starting a food brand?

A: My background is primarily in the CPG space, focusing on beauty. After working at Glossier for several years, my passion for food and my cultural heritage drove me to start Paro. I wanted to make Pakistani food more accessible in the U.S., using my mother's recipes as a base for our products.

Q: Have you been financing Paro independently, or have you sought external funding?

A: Initially, I bootstrapped Paro, focusing on product development and ideation. Later, I connected with angel investors who supported the official launch. Our strategy focuses on expanding reach and accessibility, utilizing platforms like Bubble Goods and various specialty stores.

Q: How significant is branding in your business, and how did you approach it?

A: Branding has been crucial. Paro was a working title that eventually became our brand name. I collaborated with a branding agency to blend a nostalgic South Asian feel with a modern aesthetic. The unique script on our packaging was written by my mother, adding a personal touch to our brand identity.

Q: What does 'Paro' mean?

A: According to my mother, 'Paro' means someone who is exceedingly loving and caring. It's a term that reflects warmth and affection, qualities we want our brand to embody.

Q: Could you describe the process of developing your products?

A: The development started in my kitchen, scaling my mother's homemade recipes to commercially viable products. For instance, our kitchari and daal were adapted from the mixtures my mother used to prepare for me. I worked closely with a recipe developer and found a co-packer willing to produce our Tarka, ensuring our products maintained their authentic taste and quality.

Q: What should we expect from Paro in 2024?

A: While I can't reveal too much, fans of our Tarka can look forward to new variations. We are also planning more retail launches, aiming to make Paro available to a broader audience.