My story with panjiri didn't start as a business idea. It began as an act of love — a quiet, steady gesture passed across generations, built through hands, ingredients, and care.

I'm a first-generation Indian immigrant, and so much of my childhood is tied to the foods that made me feel grounded. Panjiri was always one of them: a warm, toasty crumble my mama made with effortless intuition, never measuring and always knowing. I didn't fully understand the depth of that ritual until I became a parent myself.

After each one of my daughters were born, my mom came to stay with us. Every week, we stood side-by-side in my Brooklyn kitchen, roasting whole grains and nuts until they turned golden and stirring in ghee as the air filled my home with a smell that could only be described as a feeling. It wasn't just cooking — it was her way of caring for me.

In the swirl of new parenthood, those batches of panjiri reminded me that love can be practical, grounding, and delicious all at once. As the weeks went on, friends asked for tins. Then their friends did. Slowly, I realized this wasn't just nourishment for my own family — it was something that resonated far beyond my home.

It wasn't until I spent years working in women's health that I fully understood what panjiri was. The ingredients, the ritual, the intention behind it — this was ancestral wellness before anyone called it that. Women in South Asia had been doing the work for generations, quietly and without fanfare. Devi exists to honor that, and to bring it forward.

Our signature panjiri is a slow-toasted crumble made with whole grains, roasted nuts and seeds, ghee, and warming spices — long cherished across the northern regions of South Asia for its strength-building, grounding benefits. Each ingredient carefully chosen to support healing, vitality, and digestion. Nourishment for every season of life, especially during times of transition, recovery, or when the body simply needs extra care.

Today, Devi is my love letter to where I come from and to the care that carried me through early parenthood. A bridge between generations, a modern expression of an old ritual, and an invitation for anyone — no matter who they are or where they come from — to feel that same deep, thoughtful care.

The name Devi is the Sanskrit word for goddess, from the root div, meaning to shine. Named for the women who made this food, carried this knowledge, and fed the people they loved without ceremony or credit. This brand is theirs. This recipe is my mother's. And every tin is made with the same intention it always has been.

I hope you love it!

Isha