What’s it like launching a snack brand based in an ethnic food culture your customers have likely never encountered?

We recently had an opportunity to sit down with Anshu Dua, founder of The Chaat Company. His New York-based brand is launching a new line of Indian street-food-inspired snacks, bringing the flavors of Indian chaat culture to the American snack aisle. We talked about the challenges of starting a new brand, when and why to pivot, overcoming entrenched ethnic food clichés, and how Americans’ openness to new food experiences is transforming the food landscape.

Check out a quick sample below:

And click here to watch the full video on our YouTube channel: