“Some people raised their eyebrows when I said there’s life beyond butter chicken,” laughs Indian celebrity chef Sanjeev Kapoor. But with the launch of Arth—his new range of authentic Indian pastes, pickles, and marinades—Kapoor wants to take Australia on a deeper, more flavourful culinary journey into India.
His new line of artisanal products—launching exclusively at Coles—proves just that. From creamy curry pastes to rich marinades, warming khichdi to tangy pickles, the Arth range brings to life Kapoor’s passion for flavour and variety, with easy instructions that make Indian cooking accessible to all.
Speaking over Zoom from Sydney after his Melbourne launch, Kapoor explains why Indian flavours are so unique. “They demand immersion.” That’s why his new endeavour simplifies authentic Indian cooking at home—without compromising on flavour.
And by authentic, Kapoor means not tweaking or toning anything down, but keeping the recipes true to their roots.
Too often, he believes, Indian food is presented to the world through a lens that isn’t truly Indian. As a result, many Indian food products are offered with a palate that doesn’t genuinely reflect Indian taste.
He adds, “There are two sets of people—those familiar with Indian flavours and those who are not. For the ones who are familiar, the question is: where can they find authentic flavours delivered with honesty and integrity? For those who are unfamiliar, it’s important that their introduction to Indian cuisine comes from an authentic source.”
With Arth, Kapoor hopes to bridge that gap—to create a convergence where authentic Indian products connect with both Indians seeking genuine flavours and non-Indians looking for a true taste of India.
The Arth launch comes as more Aussies embrace Indian cuisine at home, with Coles’ Indian grocery range growing nearly 60 per cent over the past two years. In the past 12 months alone, it has attracted the fastest-growing customer base across the grocery aisles, up 34 per cent.
For newcomers to Indian cuisine, Kapoor has designed Arth to eliminate the intimidation factor. “I have lived and travelled across the world, so I understand what people might find difficult or easy. So, I’ve made sure that all the hard work is done by me,” he explains.
Each product comes with guidance—recipe cards and pairing suggestions. “In Australia, there’s so much great produce you can pair with pickles. It’s not just about having pickles with paratha—it’s about how you can integrate them in different ways.”
He shares an example. “Just two days ago, I served Tasmanian oysters with a topping of our lemon-chilli pickle, alongside a chickpea-quinoa salad dressed with sweet lime pickle.”
Kapoor sees Australia’s vibrant food culture as the perfect space for Arth. “Australians love to experiment—they’re fearless with flavour,” he says. “Look at how Thai cuisine carved its space here: bold, hot, flavours that went mainstream. A lot of credit goes to those who paved the way. Now, Indian food—equally flavourful, never boring—gets its moment.”
He also addresses consumer scepticism about packaged food versus fresh produce:
“Don’t be mistaken about the spices you get. When you say they are fresh—they’re not. They’re already dried spices, and that actually enhances their concentration.
“Fruits, vegetables, meats, and seafood are best fresh, and they’re of very good quality here. But seeds, condiments, and spices don’t need to be fresh to have flavour. In fact, when they’re dried and roasted, their flavour intensifies—and that’s exactly what we pack for you. You simply choose your fresh produce and add these elements.”
When asked about his must-have kitchen tool, Kapoor says, “My Wonderchef Nutri-Blend—I use it for everything.”
And the one Indian dish he’d eat every day? “That’s tough!” he laughs. “But I could eat khichdi every day.”
He wants everyone to try one Indian street snack at least once in their life: pani puri—those crispy balls filled with spicy, tangy water.
He ends the conversation with a reminder, “For under $6 a bottle, you have an Indian chef do all the hard work for you in the kitchen”.
For Kapoor, Arth is the just the beginning.
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🌶️Chef @SanjeevKapoor launches 'Arth'—authentic Indian pastes & pickles at Coles. 🛒 Simplifies Indian cooking with true flavours for Aussies. 📈 Demand for Indian groceries up 60% in 2 years. 🍽️ "Australians love bold flavours!" 😋 #TheIndianSunhttps://t.co/IJeOSRtBgA
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