UKHRUL: At a time when many food brands enter the market with polished claims, large advertising budgets, and promises of heritage, Tazai intends to take a different approach.
In its first media debut-interview with Ukhrul Times correspondent Ngalem Kashung Shimray, Tazai’s founder, Erailu Pame, a fresh graduate from St.Joseph’s University, Bangalore; discussed the company’s early stages, the food traditions of Manipur’s Zeliangrong people, and his hopes for bringing the authentic taste of Northeast India to larger markets.
“I’d rather talk about where we’re going than what we’ve already built,” he stated.
Raised in Shillong but deeply connected to his hometown of Tamenglong, the founder recalls spending long periods of time in the hills, where organic food was simply part of everyday life rather than a commodity. Honey was sourced from trusted beekeepers, chilies were dried on village roofs, and food was valued for its quality rather than its label.
Tazai’s life was shaped by these experiences, fuelled by the discontentment with the many products marketed as “Northeast food,” which frequently appeared disconnected from the people and places they claimed to represent, leaving the region’s stories unspoken.
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Tazai describes itself as a Zeliangrong Naga food brand rooted in the forests, farms, and kitchens of Tamenglong. World renown ghost pepper powder, high circumin turmeric powder, raw forest honey, and traditional fermented foods are among the current products under development.
Perhaps the most unusual, yet tactical aspect of Tazai is its authenticity and honesty, “that building trust is more important than creating the appearance of success” said Erailu Pame, intending to maintain transparency in exactly what goes into every product, avoiding compromising quality to reduce costs, and using glass jars and food-safe packaging.
The company goes beyond just business; hoping to ensure that growers and producers benefit directly from their work.
Although still in its formative stages, the founder shared his hope that one day people across India—and eventually around the world—will experience the Northeast through products that remain true to their origins.
