Exploring The ‘In-Between’ With Arif And Sabeen From Chikka Chikka
In a world where food and tradition collide with modern innovation, how can one redefine a beloved cultural staple without losing its essence? Can a small tin of seeds capture the imagination and taste buds of an entire community while promoting health and sustainability?
Arif Khan and Sabeen Hasan, the creative minds behind Chikka Chikka, have taken a traditional South Asian practice of consuming fennel seed mixes and reimagined it for a modern audience. They started with an award-winning restaurant, later transforming their passion for authentic and healthy ingredients into a new venture. Using maple syrup instead of refined sugar, they crafted a unique blend that maintains the cultural heritage while appealing to health-conscious consumers. Their innovative approach has sparked nationwide interest, spreading through word-of-mouth and organic growth, as they remain committed to sustainability and community engagement.
On this episode of the Firebelly Social Show, Duncan Alney talks with Arif Khan and Sabeen Hasan, Co-founders of Chikka Chikka, about redefining traditional South Asian fennel seed mixes. They share their journey of repurposing an abandoned biker bar into an award-winning restaurant, the origin story of Chikka Chikka, and the health benefits of fennel seed mixes.
Here’s a glimpse of what you’ll learn:
[2:01] Arif Khan and Sabeen Hasan share their journey of repurposing an abandoned biker bar into a restaurant
[4:47] The origin story of Chikka Chikka and its South Asian fennel seed mixes
[10:01] The health benefits of Chikka Chikka fennel seed mixes
[12:22] How in-between cultures can inspire unique product creation
[14:49] The role of social media in reflecting a brand’s organic growth
[23:30] How working as life partners and business partners can be harmonious
[31:14] How Chikka Chikka observes sustainability
[34:05] The creative process behind Chikka Chikka’s packaging design
[38:44] The importance of intuition and realistic expectations in starting a consumer goods business
About Arif Khan and Sabeen Hasan:
Arif Khan and Sabeen Hasan are the dynamic husband-and-wife duo and Co-founders of Chikka Chikka, a brand that reimagines traditional South Asian fennel seed mixes with healthier ingredients, including maple syrup and no artificial additives. Their backgrounds in strategic planning and architecture, combined with their creative synergy, have propelled their brand forward. Arif and Sabeen's entrepreneurial journey began with transforming an abandoned biker bar into a vibrant restaurant, showcasing their ability to see potential where others might not. They are on a mission to share their cultural heritage in a way that resonates with health-conscious individuals and adventurous food lovers.
Resources Mentioned in this episode
Quotable Moments:
"We don't want to feed other people stuff we wouldn't put in our bodies."
"The fun is to make decisions ourselves, you know, and not have to listen to what an investor would say."
"Life is fun, right? You can experiment with things, see if they work, see if they don't."
"We see this as an in-between product, both culturally and as an anytime, healthy snack."
"Trust your intuition. It's pointed us in the right direction more than once in this process."
Action Steps:
Explore cultural fusion in product development: This approach not only creates unique products but also appeals to diverse consumer tastes, addressing the challenge of standing out in a competitive market.
Focus on sustainable packaging: This strategy aligns with the growing consumer demand for sustainable products and helps build a brand reputation that values environmental responsibility.
Leverage grassroots marketing: This method fosters genuine consumer interest and loyalty, which is particularly important for niche products that benefit from organic growth and authentic recommendations.
Prioritize health-conscious ingredients: This addresses the rising consumer trend towards health and wellness, providing an attractive alternative for customers looking to make better dietary choices.
Embrace adventure and experimentation: This adventurous spirit can lead to innovative solutions and opportunities, helping to navigate the uncertainties of entrepreneurship.