Asha & Ruchira's Story
We have been good friends for over 20 years. We initially connected through our husbands as they embarked on their entrepreneurial journey together. By early 2023, both ready to transition from demanding corporate careers, and do something to give back to our community, we began to take notice of the wonderful consumer brands being created, and the passionate founders behind them.
We interviewed South Asian founded businesses across North America and a clear message resonated: while they've made strides in overcoming barriers and defying stereotypes, there's still a significant journey ahead. Moreover, a common thread emerged – the absence of a unified platform for mutual support and connection.
Hence, the birth of The Jazba Collective!
Through our collective voice, we hope to change the narrative and help elevate South Asian brands beyond the ethnic or international aisles, build community, and support you along the way in your entrepreneurial journeys!
The Team
Asha Chandra
Co-Founder
For 25+ years, my background has been in leading global and local social impact programs serving small businesses and minority communities in both government and tech. I’ve always been passionate about building community, whether for school parent groups or non-profit organizations. Unlike in my own childhood growing up in the US, all things South Asian are getting noticed and now our two adult children can talk about paneer on their pizza or henna on their hands and people know. I feel so proud to spot emerging South Asian brands in Sephora, Nordstrom, and Trader Joe’s, and am excited to support founders who are taking their brands to new heights!
Ruchira Pungaliya
Co-Founder
For over two decades, I’ve been a finance and operations professional in the tech industry. I’ve also had the privilege of mentoring and supporting the next generation of talent and women in leadership programs. My husband and I are proud of raising our boys with a perfect blend of Indian tradition and American culture. I am excited to see the energy and excitement around South Asian brands today. My hope is that our future generations can enjoy the South Asian element while living in the US. I’m excited about the opportunity to follow my passion and make a positive impact on my tribe, through the Jazba Collective.
Hari Avula - Advisor
Strategy and finance executive with 30+ years of global experience across consumer goods, retail and
healthcare services. In his last position he served as chief financial and strategic officer of Clif Bar &
Company, a nutritious and organic food company prior to its acquisition by Mondelēz International, Inc.
Prior to that, he served in various leadership roles across finance and strategy at Walgreens Boots
Alliance and PepsiCo. Hari currently serves on the Board of Directors of Sprouts Farmer Market
(NASDAQ: SFM) and Believer Meats and is actively involved in several non-profit and social impact
organizations that are dedicated to improving access and affordability of healthcare, nutrition and
education in the USA and in India.
Jazba Advisory Council
