A conversation by the sea. A vision beyond borders.

During our 12th-grade days, we often spent our evenings at a cliff overlooking the sea in our hometown. Business ideas, possibilities and the thought of building something of our own were regular subjects of conversation. One evening, we began discussing what it would take to create a business, build a brand and eventually provide opportunities for others.

Somewhere in that conversation, we heard about a young entrepreneur exporting curry leaves to international markets. It was a simple thought, but it stayed with us. Something so familiar in our homes was finding its way into markets thousands of miles away. We began wondering what else India had to offer and what opportunities existed beyond our borders.

That curiosity became an ambition, although we knew we first had to learn and gain experience.

After school, our paths took us into different fields. Yasir pursued Banking and Financial Services, developing an interest in finance, investments and business fundamentals, while Jaseer entered the world of performance marketing. We wanted to understand how businesses worked, develop professional skills and build a foundation before taking on something of our own. Yet, the idea we had discussed by the sea never quite disappeared.

After gaining professional experience, we found ourselves returning to that original ambition. We decided to step away from our jobs and give the idea the attention it deserved. What had once been casual conversations now required serious research, practical understanding and a willingness to start from the ground up.

We knew that international trade could not be understood through research alone. Through a family connection, we had an opportunity to visit Qatar and learn from an established spices business. That experience gave us a closer look at how food products move through international markets, from sourcing and quality assessment to packaging, distribution and buyer expectations.

It also introduced us to products we had not previously explored in depth. Sorghum, known in India as jowar, caught our attention. As we learned more about its uses and market potential, our interest expanded towards ragi, other millets and eventually value-added products such as natural malts. Each discovery led to another question, and each question took us deeper into understanding the products and the markets they served.

By mid-2025, we had begun turning that understanding into groundwork. We researched product specifications, explored market opportunities and started developing relationships with farmers and processing units. We also sought guidance from agricultural professionals to better understand product characteristics and quality requirements. Rather than simply looking for available products, we wanted to understand their origin, processing and suitability before bringing them to international buyers.

As our understanding grew, so did our perspective on the business. Our initial attention was towards the GCC, but changing market conditions, freight costs and commercial expectations taught us that international trade requires flexibility and a broader outlook. We began exploring opportunities across other parts of Asia, Europe, Africa and the Americas, recognising that different markets and buyers have different needs.