Our Story
.jpg)
Where we started
Pinch of South was born not from a business plan but from personal loss, longing, and love. What began as a way to document memories became a cultural movement, where food became the language of grief, identity, healing, and heritage.
It began with a daughter. A sister. Someone navigating the rawness of grief after losing her family. In that quiet aftermath,she turned to Instagram—where short reels became a way to process her sorrow and honor memories through food, images, and stories.
She quickly realised that she wasn't alone. They were many others who had eaten silently in kitchens that remembered someone. They, too, had recipes that were not just methods but also memories.
Where are we now
From that grief came grounding. And from that grounding,Pinch of South was born—a mother brand that weaves together food, culture, storytelling, and entrepreneurship. It’s a space where memory meets meaning. Where recipes become rituals. And where the personal becomes universal.
Where are we now
From that grief came grounding. And from that grounding,Pinch of South was born—a mother brand that weaves together food, culture, storytelling, and entrepreneurship. It’s a space where memory meets meaning. Where recipes become rituals. And where the personal becomes universal.
From that grief came grounding. And from that grounding,Pinch of South was born—a mother brand that weaves together food, culture, storytelling, and entrepreneurship. It’s a space where memory meets meaning. Where recipes become rituals. And where the personal becomes universal.
Where are we now
A Cultural movement
Pinch of South has grown into a platform that: Speaks openly about grief, joy, nostalgia, and loss—through the language of food
Documents South Indian culinary traditions in ways that are raw, rooted, and real
Celebrates women—their silent, powerful work in kitchens,and the wisdom passed down through generations
Builds sustainable, purpose-led ventures, including Annadata Sukhibhava and What She Brings to the Table