A Parsi Affair, run by renowned caterer Tanaz Godiwalla, having introduced its popular condiments to the US market, is gearing to make them available on Amazon, hopefully in the next three months. Since February 2022, two condiments have already been on the shelves at select Patel Brothers retail locations, the largest Indian American supermarket chain in the United States with 57 locations in 19 states. Godiwalla has partnered with her childhood friend Cashmira Sethna who owns TGFPL USA, Inc and will be the sole distributor of A Parsi Affair’s ready-to-cook and ready-to-eat delicacies in the United States and Canada. "We began the venture because we strongly believe in Tanaz, the products themselves and the Godiwalla heritage recipes. We also based this on the phenomenal sales of the products in India,” Sethna responded to queries from Parsiana.
The first two products to be introduced to the US market are Gajar Meva Nu Achaar, a traditional Parsi carrot sweet and sour pickle that incorporates raisins and dried dates, and the Gor Keri Meva Nu Achaar, the unique Parsi raw mango pickle. Promising a "game-changing flavor… home chefs can elevate their everyday meals by incorporating these authentic Parsi components,” assure Godiwalla’s team in a press release forwarded to Parsiana.
Top: Tanaz Godiwalla and her team with her condiments (above)
"They are addictive with chips and stand out on charcuterie boards (that typically include cured meats, a variety of cheese, crackers, nuts, fruits and vegetables, and dipping sauces). Endlessly versatile, they can be paired to rev-up rice, roti flatbreads, naans, parathas, sourdough, crackers, garlic bread, and everything from theplas (flatbreads that are made with spices) to khakras (thin crackers),” noted a write-up on the online portal businessnewsthisweek.com.
The marketing of other Godiwalla specialties on Amazon India started last year. However for these products to be brought to America, "it has to go through additional licensing and protocols,” mentioned Sethna.
"To bring the flavors that have been so successful in India to the rest of the world,” had been playing on Godiwalla’s mind for some years, conveyed Sethna. The lull in business during Covid times prompted her to organize the production, food standards, licensing, etc to promote her line of condiments among Parsis and non-Parsis. When there was no demand for catering events during the pandemic, she retained and paid all her staff, expanded the delivery network, made her products available on Amazon India, focused on condiments production and organized the formalities for overseas exports, added Sethna. For Godiwalla, "India is and always will be where the majority of the business will be generated… Manufacturing, production and quality control is always done in the Indian central kitchen,” clarified Sethna.
Godiwalla’s clients include not only those based in India but even those overseas who come in "the NRI season” (November to February) for weddings, navjotes and other celebrations. With a rise in interfaith marriages, her popularity has extended to other communities as well. She is known to accommodate varied demands by clients, including catering to a specific theme. Starting with the 2022 wedding season she has established another wing to the main business called "Kitchen and Barrels” which is a multi-cuisine culinary hospitality wing of the business that includes Parsi favorites "to create a classy, contemporary style hospitality for weddings, events and corporates.”
The enterprise,Godiwalla Caterers, was originally started by Tanaz’s parents Freny and Rohinton. Following the untimely demise of her father, she joined the family business at the young age of 20 and in the last 32 years has come to be recognized as one of the most familiar faces in the catering fraternity. The Godiwalla family’s heirloom recipes that have been developed since 1969 have been passed on from generation to generation.
Known to be one who always "wants a challenge,” the launch of A Parsi Affair enabled clients to order her signature dishes online thereby opening up "the culinary treasures of what is known to be a rather gated community,” as notes its website. Tanaz additionally owns a luxury boutique resort, Summer Vines with 14 well appointed rooms overlooking the scenic hills of Nasik and also grows and exports grapes from her vineyards. In the summer of 2021 she launched her catering service in the UK.