"Renowned Parsi culinary entrepreneur Tanaz Godiwalla’s A Parsi Affair condiments now on Amazon Prime across the US,” noted the headline of a press release. Starting with Gajar Meva Nu Achaar and Gor Keri Meva Nu Achaar, the jars priced at $ 10 (Rs 819) each and the combination pack at $ 18 (Rs 1,475), these vegetarian condiments are promoted as "a simple yet sumptuous way to add true Parsi zest to your meals.”
Tanaz Godiwalla’s condiments on Amazon Prime in USA and Canada
"It took almost two years of work” for this tie-up with Amazon Prime to fructify, stated Cashmira Sethna, owner of Tanaz Godiwalla Foods Pvt Ltd USA, Inc who being a childhood friend of Godiwalla will be the sole distributor of A Parsi Affair’s ready-to-cook and ready-to-eat delicacies in the United States and Canada. "Amazon.us requirements are extremely strict, specific, expensive, time-consuming, and narrow the profit margins substantially. We have been telling people that this has become less of a business and more of a community service,” Sethna responded to queries from Parsiana. She admitted though that "the offering on Amazon has catapulted this product into the global spotlight for the first time. Probably one of the (if not ‘The’) first Parsi consumable products on Amazon.us, based on our searches.”
When Parsiana repeatedly tried to learn more about the products on the link provided in the press release, the message flashed on our screen was: "Currently unavailable. We don’t know when or if this item will be back in stock.” On expressing our concern to Sethna, she clarified, "This is technical because you are trying to access from an Indian IP (Internet Protocol) address/network. Anything outside the US will show ‘out of stock.’ I monitor it all day and it is fully stocked and live when accessing from the USA.” In her email of June 13, "one week into sales,” she reported the demand as being "surprisingly positive and strong with the grace of Ahura Mazda.”
The feedback on the products as shown on the Amazon link indicated that most buyers were happy with the condiments with one claiming to be "addicted.” While some experienced getting "a kick” when served with a regular charcuterie board (appetizers featuring cured meats or pâtés, as well as cheeses and crackers or bread typically served on a wooden board or stone slab), others enjoyed the new flavors when paired with their Indian staples as also experimenting with pita chips, chicken or cheese sandwich, or international cuisine (like Mediterranean). A couple of them found the price steep though for a six ounce bottle.
"Remember that the price includes free shipping to your doorstep anywhere in the United States. We will be introducing coupons during the holiday season,” stated Sethna who is determined "to press on and persevere because we truly believe in the quality and uniqueness of the brand and our products. We are getting enthusiastic interest, feedback, and opinions from the American consumer palate which is very encouraging for the future of our brand, Parsi cuisine in general, and, of course, our community culture.”