In this episode of Local Marketing School, Emily Steele interviews Alyzeh Rizvi, founder of Peepal People, a South Asian pantry brand bringing authentic flavors to your kitchen. Alyzeh shares her journey of creating a modern brand that honors her Pakistani heritage while appealing to a broader American market. We dive into Peepal People's recent rebranding, their focus on healthy formulations with lower sodium and zero sugar, and their expansion plans into retail stores. Alyzeh shares such valuable insights for CPG founders about knowing their audience, being open to feedback, and the importance of iteration in product development!
TUNE IN FOR TOPICS LIKE:
2:30 Journey to founding Peepal People
5:25 Creating a unique low-sodium hot sauce with South Asian influences
7:52 Proving out product market fit before going full-time with Peepal People
11:27 Strategic decisions and key milestones in the rebranding process
14:18 Leveraging design expertise to create a distinctive and memorable brand identity in a competitive CPG market
16:56 Creating an intentional brand experience by incorporating storytelling
19:14 Moving from DTC to retail
24:18 Day in the life of a hot sauce founder
25:18 Advice for emerging CPG founders
26:48 What’s next for Peepal People
Listen to this week’s Local Marketing School conversation!
Other episodes you'll enjoy if you enjoyed Alyzeh's episode:
#8: Sourcing, Supply Chains, and Scaling from Scratch | Lucy Dana, One Trick Pony
#24: From DTC to Retail Ready | Umaimah Sharwani, Paro
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Find Alyzeh: LinkedIn
Find Peepal People: Website | Instagram
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This podcast is produced by Hummingbirds. Learn more about Hummingbirds at hummingbirds.com.