New York, NY – Umaimah Sharwani, a first-generation Pakistani American and food entrepreneur, has launched Paro, a consumer packaged goods company specializing in ready-to-eat, homestyle South Asian meals. Drawing inspiration from her childhood meals prepared by her immigrant parents, Sharwani and her mother Paro aim to provide a convenient solution for individuals seeking authentic South Asian flavors in their homes.
The venture, which commenced in February 2023, features Tarka oil and a range of ready-to-eat meals showcasing lentils, spices, and basmati rice. The unique selling proposition of Paro lies in its ease of preparation, requiring just 25 to 30 minutes to add the provided mixes to boiling water.
Sharwani’s motivation for founding Paro stems from her struggle to replicate her mother’s home-cooked dishes after relocating to New York. Facing challenges such as limited access to ingredients and time constraints, she turned to her mother’s ingenious solution—a lentil mix packaged in a Ziploc bag. This concept formed the foundation of Paro’s offerings, allowing consumers to recreate traditional South Asian meals effortlessly.
Describing Paro as a modern take on convenience, Sherwani envisions it as a cultural heritage item, akin to a mac and cheese box but with instant, healthier, and more flavorful South Asian alternatives. The brand’s focus on providing comforting, better-for-you meals aligns to simplify the cooking process for consumers.
Initially launched as a direct-to-consumer model, Paro has plans to expand into retail, with an upcoming presence on Amazon. Sharwani emphasizes the importance of understanding their customer base and obtaining feedback during the initial 12 to 18 months, while the long-term strategy involves penetration into retail spaces, including collaborations with major retailers like Whole Foods and Kroger.
Paro’s go-to-market strategy involves gifting, diversifying formulations, and collaborating with retail partners. With an emphasis on reaching as many consumers as possible, the brand actively engages in social media campaigns, recipe creation initiatives with developers, and in-store activations to educate customers on innovative ways to incorporate Paro into their culinary repertoire.
Sharwani distinguishes Paro’s target audience by focusing on consumers who frequent specific retailers, rather than the average consumer. The brand’s commitment to making South Asian cuisine accessible and convenient positions it as a noteworthy player in the growing market for authentic, ready-to-eat ethnic meals.
