Why we made Dilishque
We bring the paste to the market because, for us it’s about more than producing a good curry. It’s about quality time with loved ones; it’s about eating better and knowing what you put in your body and your children’s bodies; it’s about sharing knowledge; it’s about sharing great memories; it’s about sharing ideas; it’s about having time and it’s about being happy!
People are busy earning money, being with family and doing all the chores of life in between. Fitting in play, fun and food often means cutting corners. This can lead us to eat food which we know isn’t the best for us.
We believe our Dilishque curry paste provides an alternate, quicker solution to cooking good food from scratch. Providing tasty food, without added colourings, preservatives, flavours or sugar in about 40 minutes.
The meaning behind the name
We would like to share with the reasoning behind how the curry paste was named. We wanted it be a name that meant something to us and also for it to sound both western and eastern, a fusion if you like! In line with what we wanted to create as a product. This was easy in theory. After many discarded attempts my mum remembered something I used to say as a child. I would say something was “delish” a descriptive word many people have used when talking of flavours I’m sure. But the difference came when, with my mum’s love of France and the French language, she tried to teach me to say some words in French. I started to, as kids do, say other words in a French way that is when delish became delishque. That’s the western part sorted! Mum said she always thought that the word delishque had an ‘Indian” feel to it as the word for “heart is ‘dil’ and ‘ishq’ means love. Therefore we choose to call our curry paste ‘Dilishque’, as what could be a better name for a food that I love with all my heart, Yummmy!
Our choices for the branding
The branding followed the same line of thinking. Us, and a fusion of western, namely Yorkshire British and Indian (Gujarati).
The colours of our brand are from the colours of the flag of India and the White Rose of Yorkshire is embedded into the wheel in the flag. The scenery is also of a view of Yorkshire that we see every day, and one that is very dear to us.