Entrepreneurship rarely follows a straight path. For Khalid Zia Farooqui and Farazuddin, the journey to founding their company was shaped by years of corporate experience, market exposure, and a shared desire to build something meaningful of their own.
Together, the two founders bring over 27 years of combined experience in exports, sourcing, and FMCG retail, forming a partnership grounded in operational expertise and global market insight.
From Warehouse Floors to Supply Chain Leadership
Khalid Zia Farooqui’s early career began humbly during the difficult economic climate of the 2009 global recession. Despite completing his MBA, employment opportunities were scarce.
His first job was as a Dispatch Supervisor at Allanasons, working in the company’s Processed Food Division. The role was far from glamorous. “In the beginning my job was very basic—I counted boxes in the warehouse and coordinated vehicle dispatches,” Khalid recalls.
Yet those early responsibilities proved to be an invaluable training ground. Over the course of six years at Allanasons, Khalid steadily rose through the ranks, eventually becoming the North India PPIC Head, overseeing planning, production coordination, and supply chain operations.
That experience gave him a deep understanding of logistics, operational discipline, and the complexities of managing large-scale supply chains.
Later, Khalid joined Organic India as Manager – Supply Chain, where his exposure to the organic products industry expanded his understanding of global markets and sustainable sourcing. It was there that he met Farazuddin.
From Shop-to-Shop Sales to Global Markets
Farazuddin’s journey into business began in a very different setting. At the start of his career, he worked as a salesman selling spices, visiting small shops and convincing retailers to place orders. The work was demanding and often discouraging. “There were days when I questioned myself,” Faraz admits. “But those experiences became the real foundation of my business understanding.”
Negotiating with retailers, observing consumer behavior, and understanding how products moved through local markets provided lessons that no MBA program could replicate. Later, Faraz joined a multinational company where his career expanded dramatically. He traveled to more than 15 countries, gaining hands-on experience in sales, market research, marketing strategy, and business development.
Those years exposed him to the global side of business—how brands scale, how international supply chains function, and how consumer behavior varies across markets.
A Partnership Built on Shared Vision
When Khalid and Faraz met in 2016, they quickly discovered that their ambitions aligned. Both had spent years learning the mechanics of global trade. Both were eager to build something beyond the constraints of corporate roles. “We realized that our thoughts, ambitions, and vision matched remarkably well,” Faraz says.
Three years later, in 2019, they made a bold decision: leaving their stable corporate careers to launch their own venture. “We didn’t have all the answers,” Faraz explains. “But we trusted Allah and believed that if we kept moving forward sincerely, we would find our path.”
Bridging Tradition and Global Markets
The inspiration behind their company goes beyond traditional trade. During their corporate careers, the founders observed a major disconnect in global supply chains: high-quality Indian agricultural and wellness products often struggled to reach international markets due to fragmented sourcing systems and lack of trust between producers and buyers.
At the same time, they were fascinated by India’s rich heritage of traditional ingredients and wellness practices. “India has an incredible legacy of natural foods and Ayurvedic knowledge,” Khalid explains. “But much of it remains underutilized globally.” Their vision became clear: build a trusted bridge between Indian producers and international consumers.
This includes introducing unique natural ingredients and traditional practices to global markets—from agricultural products to wellness solutions inspired by centuries-old traditions. A simple example illustrates their approach.
A beetroot grown in a remote region of Karnataka might end up supporting the heart health of a consumer in Brazil. Similarly, traditional practices such as drinking water from copper vessels can be modernized through contemporary products like copper bottles designed for global lifestyles.
Their mission is to rediscover traditional wisdom and present it in a form suitable for modern consumers worldwide.
Entrepreneurship With Limited Resources
Starting the company came with its share of challenges—particularly financial ones. International trade requires significant working capital for procurement, certifications, logistics, and supply chain operations. In the early stages, the founders had the knowledge and the vision but very limited financial resources.
To overcome this, they adopted a disciplined strategy focused on:
- Building strong trust with suppliers and buyers
- Structuring flexible payment terms
- Managing cash flow carefully
- Growing gradually rather than expanding aggressively
“Trust in international trade is everything,” Khalid notes. Over time, these relationships helped stabilize operations and allowed the company to scale sustainably.
The Challenge That Fuels Their Motivation
For the founders, the most exciting part of entrepreneurship is the constant challenge. “It often feels like fighting a giant with a broken sword,” Khalid says. “You know the risks, but you still choose to fight—and win.”
Their daily work ranges from exploring new markets and developing products to negotiating with suppliers, managing logistics, and analyzing consumer behavior. That constant movement and learning keeps them energized. At the same time, the founders emphasize that profitability is essential. For them, financial success is not just about business growth—it is about creating a broader impact.
As the company grows, they aim to generate employment opportunities, particularly for young Muslim professionals, and contribute more toward charitable causes and educational initiatives.
Leadership Built on Integrity and Trust
The company’s culture is guided by three core values: integrity, quality, and long-term relationships. Transparency with buyers, suppliers, and partners is central to how they operate. “Our focus is not just short-term growth,” Faraz explains. “We want to build a company that is trusted and respected in global markets.”
Their leadership style reflects lessons learned from years in large organizations—combining disciplined systems with collaborative teamwork and long-term thinking.
Lessons for the Next Generation of Muslim Entrepreneurs
The founders believe that success in business requires patience, discipline, and ethical conduct. They often look to the example of Prophet Muhammad ﷺ, who was widely respected as a trader long before his prophethood for his honesty and fairness in business dealings.
“For Muslim entrepreneurs, integrity and transparency must remain the foundation,” Khalid says. Business success, they believe, should also benefit society. “A portion of what we earn should always help those who are less fortunate,” Faraz adds.
A Legacy Beyond Business
Looking ahead, Khalid and Faraz hope their journey reflects the values of ethical leadership, discipline, and social responsibility. Their ultimate goal is not simply to build a profitable company—but to create an organization known for the way it conducts business and the positive impact it leaves behind. “A successful company matters,” Khalid says. “But a respected company matters even more.”
