I didn't planto sell oil.
The story of how a family legacy, a January morning in 2018, and an honest belief in purity turned into The Taste King.
"मुझे बेचना नहीं है। मुझे लोगों को बताना है मैं क्या बेचूं।"I don't just want to sell. I want people to know what I'm selling.
The Taste King launched
From time-pass
to The Taste King.
Six chapters. One honest story about family, purity, and building something that matters in the city of Varanasi.
Watch the full podcast on YouTubeGrowing up in the trade
Aman Mansinghka grew up in a family in the edible oil trade for generations. His grandfather started it. His father carried it forward — first with bulk tin packaging, then with manufacturing. By 2017, Aman was preparing for MBA entrance exams. He'd come to the office, sit, and leave. Time-pass, he admits. Then something shifted.
January 27, 2018
By 2017, a gap was clear: people who wanted good mustard oil either couldn't find it, or found it at prices far beyond reach. On January 27, 2018, The Taste King was launched. Aman had 27 days of learning behind him and a manufacturing unit already in place. What he added: a brand, a vision, and an obsession with the consumer.
Why 'Taste King'
Category = Healthy + Tasty. In India, taste sells more than health — so 'Taste' was the anchor word. English carries perceived credibility. 'Taste King' = King of flavour. Considered 'स्वाद का राजा' — same meaning, different trust. English won.
Complete freedom
His father never stepped in the way. Complete freedom to make decisions — and to make mistakes. That was the biggest gift.
"मेरे पापा ने कभी भी मेरे काम के बीच नहीं आए। उन्होंने कहा — तुम करो, जो प्रॉब्लम आएगी मैं तुम्हारे साथ खड़ा हूं। गलत सही दोनों खुद करो।"
COVID 2020
Oil was available — but no tins, no pouches. Single supplier dependency almost stopped operations. That crisis shaped the operational resilience of the company today. The lesson: always have multiple sources of supply.
The real motivation
Customers who come back saying 'वही तेल चाहिए' — that is what keeps Aman going. Not the numbers. The recognition.
"जब कोई डॉक्टर धीरे से पूछे — असली सरसों तेल मिल जाएगा? — और मैं बोल सकूं हां — वो किक अलग होती है।"
When a doctor quietly asks — can I get real mustard oil? — and I can say yes — that feeling is different.
Aman Mansinghka
Founder & Head of Marketing, Maansinghka Agencies. Third-generation edible oil family. Varanasi, India.
Brand Founded
January 27, 2018
Hometown
Varanasi, Uttar Pradesh
Background
Third-generation oil family
Education
MBA aspirant turned founder
First product
15 Kg Tin — Kacchi Ghani Mustard Oil
Biggest challenge
COVID 2020 — supply chain dependency
What drives him
'वही तेल चाहिए' — returning customers
Core philosophy
I don't just want to sell. I want people to know what I'm selling.
Aman Mansinghka
Founder, The Taste King · Varanasi
Core Philosophy
"मुझे बेचना नहीं है। मुझे लोगों को बताना है मैं क्या बेचूं।"
"I don't just want to sell. I want people to know what I'm selling."
— Aman Mansinghka, Founder