From family kitchens filled with spice and warmth to the shelves of modern grocery stores, the journey of bringing authentic cultural flavors to new audiences is never easy. How do entrepreneurs preserve tradition while appealing to a global market that’s constantly evolving?

According to Syed Khaleque and Amer Khaleque, a pair of passionate founders rooted in Bangladeshi heritage, it starts with authenticity and heart. They explain that Auntie Rana’s was born from their mother’s recipes and their desire to modernize traditional South Asian condiments for today’s pantry. They highlight the importance of quality ingredients, ethical sourcing, and branding that welcomes every culture to the table. Their approach fuses deep respect for family and culture with a clear-eyed business strategy, proving that food can connect people across continents and generations.

On this episode of the Firebelly Social Show, Duncan Alney talks with Syed Khaleque and Amer Khaleque, Co-founders of Auntie Rana’s, to discuss how they transformed homemade recipes into a purpose-driven food brand. They explore the story behind the Naga chili, how their marketing blends authenticity with innovation, and why wildlife conservation is central to their mission. Syed and Amer also share how family values shape their vision for community and connection through food.

Here’s a glimpse of what you’ll learn: 

• [3:08] Why Syed and Amer Khaleque launched Auntie Rana’s to bring authentic South Asian flavors to the modern pantry
• [7:43] How Auntie Rana’s bridges cultures and redefines the “ethnic aisle”
• [9:29] The origin and fragrance of the Naga chili
• [16:38] Auntie Rana’s marketing plan with influencers, media, and community focus
• [17:49] Why their mother, “Auntie Rana,” became the heart, name, and spirit behind the brand
• [22:16] The brand’s pledge to donate 5% of profits to wildlife and animal rescue
• [31:58] What it’s like for Syed and Amer to be brothers and co-founders

About Syed Khaleque and Amer Khaleque:

Syed Khaleque and Amer Khaleque are the Co-founders of Auntie Rana’s, a modern food brand inspired by their family’s Bangladeshi heritage and their mother’s homemade recipes. Together, they’re reimagining traditional South Asian condiments and flavors for today’s kitchens, blending authenticity with innovation. Their all-natural, preservative-free sauces have been featured by chefs and creators who champion clean, global flavors. Through Auntie Rana’s, the brothers are building a purpose-driven brand that gives back — donating 5% of profits to animal and community causes while celebrating love, legacy, and the joy of eating well.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Syed Khaleque on LinkedIn
• Amer Khaleque on Instagram
• Auntie Rana’s: Website | Instagram

Quotable Moments:

• “We love the Naga chili. It’s a very rare chili. In fact, we are the first national brand to introduce it to America.”
• “We want to be on the forefront of bringing that fragrance and the flavor to North America.”
• “Everybody has an auntie who makes incredible food and you trust with so many things.”
• “We take so much from nature in terms of agriculture, and this is one way we can authentically give back.”
• “I think with co-founders, it’s key to have skill sets that are wildly different but values that remain the same.”

Action Steps: 

1. Build authenticity into your brand story: Sharing genuine cultural roots and family inspiration helps customers connect emotionally and builds lasting trust.
2. Partner with ethical suppliers: Work closely with farmers to ensure sustainable sourcing that supports communities and strengthens product integrity.
3. Create inclusive product experiences: Designing flavors and packaging that appeal to diverse palates makes your brand accessible to broader audiences.
4. Invest in storytelling-driven marketing: Using influencer campaigns and media outreach humanizes your brand and boosts awareness before launch.
5. Give back through meaningful causes: Aligning your business with conservation or social initiatives demonstrates purpose beyond profit and deepens brand loyalty.