In the vibrant world of culinary innovation, few brands have made as lasting an impact as Sabrini Foods. Founded in 1999, Sabrini Foods has become a household name in Australia, playing a pivotal role in bringing the rich flavors of Indian cuisine to local kitchens. Celebrating 25 years of success, we had the opportunity to speak with the founder of Sabrini Foods, Raja Hariramakrishnan, also known as Uvaraja who reflects on the journey that began with humble aspirations and has evolved into a multi-faceted business. In this interview, we delve into the brand’s journey, its commitment to authenticity, the challenges overcome, and the exciting plans for the future.
Q: Reflecting on 25 Years: Sabrini Foods has been a pioneer in promoting Indian food culture in Australia for 25 years. What inspired you to start this journey, and how has the vision evolved over the years?
A: The journey began in 1999, like many successful ventures, with a simple opportunity to sell spices. I spent months researching the market, analysing competition, and preparing for the challenges ahead. Despite extensive preparation, we soon realized that focusing solely on spices was limiting. This led us to diversify, expanding into a wider range of products over time. Today, I take immense pride in knowing that Sabrini Foods has become a trusted brand in nearly every kitchen within the Indian diaspora in Australia.

Q: Connecting Cultures Through Food: Your tagline, “Connecting Cultures Through Food,” beautifully encapsulates the essence of Sabrini Foods. Can you share how your products have helped bridge cultural gaps and fostered a greater appreciation for Indian cuisine in Australia?
A: Food has a universal appeal, and every culture celebrates it in its own way. Our mission was simple: to connect people from diverse backgrounds through the love of food. At Sabrini, we specialize in authentic Indian cuisine, offering everything from raw ingredients for cooking from scratch to fully prepared frozen meals. Our goal has always been to bring people closer to India through our authentic flavors, helping multicultural communities in Australia experience and appreciate Indian culinary traditions.

Q: Challenges and Milestones: Over the past quarter-century, what have been some of the most significant challenges Sabrini Foods has faced in promoting Indian cuisine in Australia? How did you overcome them, and what milestones are you most proud of?
A: Every business faces its own set of challenges, and ours were no different. In the early days, I encountered scepticism from people who doubted the viability of an Indian food business led by a young entrepreneur. At that time, entering the wholesale market with Indian products was considered unconventional, and I was often dismissed as “just a young kid trying to do business.” Rather than feeling discouraged, I used this criticism as motivation. I worked harder, proved myself, and slowly built trust within the market. Over the years, overcoming those challenges has been one of our greatest achievements, and it laid the foundation for the thriving business we are today.
Q: Commitment to Authenticity: Indian cuisine is deeply rooted in tradition and flavor. How does Sabrini Foods ensure the authenticity and quality of its products while catering to diverse palates and dietary preferences in Australia?
A: Our commitment to authenticity and quality has always been the cornerstone of our success and I take immense pride in sharing this. From day one, we have maintained rigorous standards, especially for our powdered spices. A recent example from December 2024 perfectly illustrates this commitment. A retailer shared with me that his mother regularly takes packets of our Pattu Turmeric Powder back to India as gifts. This shift—where Indian spices are now being exported back to India—symbolizes the trust and quality we’ve built over the years.
Moreover, we have implemented strict quality assurance systems, ensuring that every product meets our high standards. We’ve collaborated with culinary experts, including Chef Harpal Singh Sokhi, to tailor products specifically for the Australian market. This blend of tradition and innovation ensures we offer products that meet the diverse tastes and dietary preferences of our customers while maintaining the essence of authentic Indian cuisine.
Q: Looking Ahead: As Sabrini Foods celebrates this remarkable milestone, what are your aspirations for the next 25 years? Are there any new initiatives, products, or plans to introduce new cuisines, expand globally, or innovate in ways that continue to honor your mission of “Connecting Cultures Through Food”?
A: We have worked hard to build a strong team and continue to strengthen it as we look ahead to the next 25 years. Our goal is to make this new chapter even more successful by turning our vision into reality. Moving forward, our ambition is to continue growing and expanding our presence, both locally and globally. Our vision is straightforward: we want to be present wherever Indian food is enjoyed—whether at home, in restaurants, or other spaces. This means exploring new product lines, introducing new cuisines, and continuing to innovate while staying true to our roots.
Our foundation is strong, and we’re confident that the future holds exciting opportunities. We’ll continue to strengthen our team, adopt cutting-edge technologies, and bring fresh ideas to the table. This balance between innovation and tradition will keep us ahead of the curve, allowing us to remain a trusted name in the Indian food industry for decades to come.
Sabrini Foods’ remarkable 25-year journey is a testament to the resilience, innovation, and commitment to authenticity that have shaped its success. From its humble beginnings selling spices to becoming a leading brand in the Australian market, Sabrini Foods continues to connect cultures and foster a greater appreciation for Indian cuisine. With a strong foundation and an eye toward the future, Sabrini Foods is poised for continued growth, ensuring that the legacy of connecting cultures through food remains at the heart of its mission.

G’day India