Not every brand begins with a boardroom meeting and big budgets.
Some begin quietly. In the corners of Pune’s Kothrud. In the dusty air of Market Yard. In the steady hands of someone who believed quality doesn’t need to shout, it just needs to stay.

New Aaiji Traders, the parent legacy, didn’t need introductions. For over 20 years, they let their products speak, 2600+ items, handpicked origins, loyal relationships with farms and traders. Built from scratch under the unshakable vision of Mr.  Jogesh Choudhry the company stood not just for trade, but for trust.

Then came the evolution.

Dealishaa. A name born from the heart, literally named after the daughter of Mrs. Santoshi Choudhry, who now leads the brand with a different kind of fire. One rooted in home, heritage, and hustle. Not just to sell daily essentials, but to curate something richer, a feeling, a flavour, a finesse.

Where New Aaiji Traders laid the foundation in the wholesale lanes, Dealishaa steps onto the premium shelf. Starting with gourmet dry fruits, hand-sorted dried fruits, pol grains, seeds, pulse, candy, and traditional mouth-fresheners, each pack is more than a product. It’s a slice of the journey. Of a family business that grew between ledger books and lunch breaks, between tradition and taste, between a father’s grit and a mother’s vision.

This is not a story of entering the grocery business.
This is a story of owning it, slowly, surely, deliciously.