There is a particular kind of longing that every Indian living abroad knows well — the craving for a warm piece of ariselu on Sankranti, the search for the right brand of Ayurvedic hair oil, or the hunt for brass diyas in a city full of neon lights. For Mahesh Chada, a software engineer from a traditional South Indian family, this longing was not just personal. It was a business idea waiting to take shape.
Mahesh Chada grew up in a South Indian household where traditions, food, and natural wellness were an essential part of daily life. The aromas of sesame sweets, the practice of Ayurvedic self-care, and the use of brass and copper utensils passed down through generations were all familiar parts of his upbringing. When his professional journey in Information Technology took him abroad, he carried these memories with him. What he discovered, however, was that many Indians living overseas shared the same challenge.
Across foreign cities, members of the Indian diaspora often struggled to find authentic products from home. A neighbour from Andhra Pradesh searched for taati munjalu, a Tamil family looked for the right turmeric used in traditional cooking, and a Malayali professional tried to locate genuine coconut hair oil similar to what was available back in India. Mahesh noticed that while the global Indian community was growing economically and professionally, many people still missed the everyday products that connected them to their cultural roots.
For someone trained in technology and problem-solving, the gap was obvious. Mahesh saw the opportunity to build a platform that could bring authentic Indian products to Indians living anywhere in the world. That vision eventually became PushMyCart.
PushMyCart was founded on a simple idea: Indians living abroad should never have to compromise when it comes to the products that remind them of home. The platform initially focused on delivering traditional South Indian sweets, especially ariselu, a sesame-and-jaggery delicacy loved across Andhra Pradesh and Telangana. What started with a small selection quickly expanded as demand grew from customers around the world.
Soon, the platform began offering a wide range of products including Ayurvedic medicines, wellness products, region-specific foods, and culturally significant household items such as brass and copper utilities. Mahesh coined the slogan “Don’t Miss Anything from India,” which reflected the company’s larger mission.
For many Indians abroad, PushMyCart gradually became more than just an online shopping platform. It became a way to reconnect with familiar traditions, foods, and products that were difficult to find in local stores overseas. Families used the platform to celebrate festivals with authentic items, elders ordered Ayurvedic remedies they had trusted for years, and young professionals simply enjoyed the comfort of receiving products from home.
As the company grew, Mahesh also recognized an opportunity to move beyond curating products and begin creating them. This led to the launch of Naturogin, PushMyCart’s own brand focused on authentic and traditionally crafted Indian products. Among its offerings are taati munjalu, palm jaggery-based nutritional laddoos rooted in Telugu culinary heritage. Through Naturogin, the company aims to bring authentic Indian products directly to global consumers while maintaining quality and traditional methods.
Today, PushMyCart’s catalogue reflects the diversity of its customers. What began with sweets and Ayurvedic products has expanded into a much broader selection that includes homeopathic remedies, Ayurvedic formulations, brass and copper utilities, and Indian cosmetic and skincare products made from natural ingredients such as neem, turmeric, and sandalwood.
Each expansion of the platform has largely been guided by customer demand. When customers asked for copper water bottles similar to those traditionally used in Indian households, PushMyCart added them to its catalogue. When interest in natural Indian skincare increased, the platform responded by introducing more Ayurvedic beauty products.
Over time, this approach helped PushMyCart grow into a global platform serving customers in many countries. The company has now served more than one million customers worldwide, marking a significant milestone in its journey.
Behind this number are countless personal stories. Some customers order Ayurvedic oils they have trusted for decades. Others purchase brass diyas to celebrate festivals abroad in the same way they did at home. Many simply enjoy the comfort of having access to familiar products that remind them of their culture and traditions.
For Mahesh Chada, reaching one million customers is not the end of the journey but only the beginning. His long-term vision is to continue expanding PushMyCart’s reach, introduce more authentic Indian products to international markets, and ensure that Indians living abroad can stay connected to their roots no matter where they are.
In an increasingly global world where people often move far from their homeland, PushMyCart represents an effort to keep traditions within reach. What began as one engineer’s observation about a common problem has grown into a platform that connects Indian homes across continents, delivering not just products but a sense of familiarity and belonging.