Hey, I'm Sanjay
You've made something you're proud of. Now you want it on shelves β but nobody hands you the rulebook for that. I've been exactly where you are, made all the expensive mistakes, and figured it out. This is where I show you how, without the years of trial and error I went through.
Founder, maker, and your guide to getting stocked
I'm Sanjay Aggarwal, founder of Spice Kitchen β the brand I started at the kitchen table with my mum, Shashi. I came from a corporate and recruitment background and knew absolutely nothing about retail when I began.
Today, Spice Kitchen is stocked in over 700 retailers, from independent shops to Selfridges, John Lewis and Lakeland. I'm a Small Business Britain ambassador, I speak on retail and small business, and the Retail Ready Academy is backed by the Giftware Association.
But here's what matters most: I still run Spice Kitchen every single day. So everything I teach is current, practical and real β not theory. Wherever you are on your journey, I've been there. I know how hard it can be, and I know how rewarding it is when it starts to click.
My story
It started with a stall and a lot of hope. Me and my mum, Shashi, blending spices at the kitchen table, selling at markets, learning as we went. I made every mistake you can make β I priced things wrong, I didn't understand margins, I bombed on packaging, I said yes before I was ready. I rebranded not once but twice, because each time I realised we simply weren't retail-ready.
The turning point was understanding that retail isn't a golden ticket you're handed β it's a partnership you build. Once I got that, everything changed. We went from invisible to iconic, from a market stall to shelves across the country.
I built the Retail Ready Academy because I kept meeting brilliant makers who had a fantastic product but were stuck on the practical stuff nobody teaches β barcodes, margins, line sheets, how to approach a buyer. I've poured everything I wish I'd known at the start into this course. If I could do it, starting from nothing, so can you.
"Sanjay's business advice and mentorship has been invaluable. As a small business owner at the start of my journey, having Sanjay's expertise, particularly with his experience in trade fairs and wholesale has been (and continues to be) incredibly helpful. He has a genuine willingness to share and offer his time to others when he can."
Priya Velusami, Pri Pri
"Returning from maternity leave, I needed high level, tangible guidance. Sanjay has not just delivered, heβs helped us scale our business rapidly in less than 12 months. We are now stocked nationwide in farm shops, delis and department stores. He is beyond inspiring, and is the perfect person to help realise a vision and help direct your growth."
Jamila Juma-Ware, Drapers England
"I just want to express my appreciation for the time and knowledge Sanjay provided for me at this stage of my business where I am looking to scale.
As a mentor, Sanjay was so helpful with providing me with questions that I should be asking and things that I should be taking into consideration as I move into the next stage of my business. Thank you so much."
Toni Cassidy, Glamaglitter Biodegradable
Ready to get your product onto shelves?
You've seen my story β now let me help you write yours. The Retail Ready Academy gives you the exact steps, templates and confidence to get retail-ready and win your first stockists. And it's backed by a sale-or-return guarantee: secure your first retailer or get your money back.
Join the Academy