Long before Aachi Masala became a household name in South Indian kitchens, its founder, A D Padmasingh Isaac, was experimenting with small businesses in his hometown of Nazareth in Tamil Nadu. As a schoolboy, he spent his summer holidays selling sweets and trinkets from a makeshift neighbourhood shop. During college, he tried his hand at making phenyl and supplying it to hospitals.
These early ventures did not immediately point towards a career in packaged foods. But they offered Isaac an introduction to selling products, understanding customers and identifying opportunities, skills that would later shape his entrepreneurial journey.
Today, the business he established in Chennai in 1995 has grown beyond its original spice blends into a broader consumer products portfolio. Its principal operating company, Aachi Masala Foods Private Limited, reported consolidated revenue of Rs 2,173 crore in FY25, according to financial data from Tracxn.
Before starting Aachi, Isaac spent a decade working at Godrej, where he gained experience in sales, distribution and brand building. His responsibilities also gave him opportunities to experiment with unconventional marketing methods.
In an interview with The Hindu, Isaac recalled an incident from his time promoting Godrej's powder hair dye. At a village fair featuring Kangeyam bulls, he applied the dye to a bull's tail to demonstrate the product. The animal attracted attention, and the experiment helped him sell several boxes of hair dye.