About us

Two Worlds. Two Species. One Tribe.

Welcome to The Whole Tribe, a house of brands founded on a simple principle: nobody gets left behind at mealtime. Whether it is the spices on your plate or the treat in your dog's bowl, we believe in uncompromising quality, authentic ingredients, and the joy of eating.

Founded by a Canadian entrepreneur now calling Goa home, The Whole Tribe bridges the gap between Western quality standards and the vibrant, locally sourced abundance of India.

We operate two distinct verticals under our umbrella:

1. Aadi Edibles: The Legacy of Love

Pure, Preservative-Free Pet Nutrition

Aadi Edibles is not just a business; it is a legacy. The brand is named in honor of Aadi, a beloved Canadian dog who journeyed across the world to India. Though Aadi passed in late 2024, his spirit drives our obsession with quality.

Our pack is diverse—ranging from Shona, our 14.5-year-old Canadian matriarch, to a spirited mix of Chihuahuas, a rescued Indie, and a puppy mill survivor. We understand that every dog, regardless of breed or background, deserves nutrition that extends their life and vitality.

We don't sell anything we wouldn't feed our own pack. Aadi Edibles combines the safety standards of the West with fresh, local Indian proteins to create treats that are as safe as they are delicious.

2. Fire Foods Goa: The Taste of Heat

Small-Batch Southeast Asian Spices & Snacks

While our pets eat clean, we believe humans should eat bold. Fire Foods Goa is our answer to the craving for authentic heat. Drawing inspiration from Southeast Asian culinary traditions, we craft spice blends, pastes, and snacks that bring the fire of the orient to your kitchen.

We source high-quality ingredients to ensure that every jar packs a punch of flavor, perfect for the modern foodie looking to elevate their home cooking.

Our Founder’s Story: From Canada to the Konkan Coast

I started The Whole Tribe because I couldn't find what I needed on the shelves. As a Canadian living in India, I missed the assurance of strict food quality standards for my dogs, and I craved the specific, fiery flavors of Southeast Asia for myself.

I realized that if I wanted it done right—with professional consistency and genuine heart—I had to do it myself. The Whole Tribe is the result of that journey. We are a blend of cultures, a mix of breeds, and a family that believes in quality without compromise.

Why Invest in The Whole Tribe?

We are building more than a store; we are building a lifestyle ecosystem. By addressing the rapid growth in the Indian pet care market alongside the booming demand for gourmet, ready-to-eat condiments, The Whole Tribe is positioned to capture a loyal audience of conscious consumers who treat their pets like family.

Join our Tribe. Eat well. Treat better.

Investing in The Whole Tribe: Bridging Markets, Fueling Growth.

​The Opportunity:

We are a unique portfolio company capitalizing on two high-growth sectors: the booming Pet Care Market and the rising global demand for Authentic Ethnic Foods.

​Our Verticals:

• ​Aadi Edibles: Tapping into the emotional bond between owners and pets with premium, healthy, natural treats. Status: Operational & Scaling.

• ​Fire Foods Goa: Delivering the authentic heat of South East Asia to the Indian market. Status: Operational & Growing.

​Why Us?

• ​Founder-Led Passion: Driven by international standards (Canadian roots) and local execution (Indian operations).

• ​Diversified Risk: Two distinct revenue streams under one efficient management umbrella.

• ​Scalable Models: Both brands are designed for rapid expansion into retail and D2C (Direct to Consumer) markets.

​Call to Action:

We are currently opening conversations with strategic partners and angel investors. If you are interested in fueling the next stage of our growth, let's talk.