Thinking Out Loud
Honest dispatches from building Potatoo — brand philosophy, the craft of craving, and what it actually looks like to build a food company from zero.
Building in Public: What Month One of Potatoo Actually Looked Like
We registered the company. Someone immediately asked us what our launch date was. We didn't have one. Here's the honest version of what the first month looked like.
The Art of the Craving: What Makes Indian Street Snacks So Difficult to Forget
Close your eyes and think of a specific snack from your childhood. Not a category — a specific thing. That is the power Indian street food has, and it is almost entirely absent from the packaged snacks aisle.
India Doesn't Have a Snack Problem. It Has an Ambition Problem.
India is the third-largest packaged food market in the world. Yet the snacks shelf at your nearest supermarket looks almost identical to how it did a decade ago. That's not a supply problem — it's an imagination problem.
Why We Started With a Name That Made Everyone Raise an Eyebrow
The first question people ask isn't about the product. It's about the name. 'Potatoo? Like, the vegetable? With two O's?' Yes. Exactly that. Here's why.