Est. 2025 · City of London
From a Street Food Counter to Your Kitchen.
This is the story of El Vida Sabor. Where it started, why it exists, and what drives every single jar we make.
Chapter One
It started with a question.
Joshal grew up in a household where food was everything. Indian spices were not a trend. They were a language. Every meal told you something about where you came from, who cooked it and how much they cared.
But when he started travelling through Mexico, Central America and the street food markets of the world, something clicked. The boldness of Mexican cooking. The smokiness of chipotle. The bright acidic punch of salsa verde. It felt familiar in a way he could not quite explain.
The question that kept coming back was simple: what if these two worlds actually belonged together?
Question
Chapter Two
The pop up that proved it.
In 2025, Joshal opened a pop up taqueria at 141 Commercial Street in the City of London. The concept was completely new. Authentic corn tortillas loaded with Indian inspired fillings. Butter chicken tacos. Paneer masala wraps. Goan coconut prawn burritos.
The reaction was immediate. People who had never thought to combine these two cuisines kept coming back. They brought friends. They sent pictures to family. They asked, repeatedly and loudly, if they could buy the sauces to take home.
That was the moment El Vida Sabor was born as a product.
Commercial
Street
Chapter Three
Bottling the flavour of life.
The challenge was doing it properly. These were not sauces you could just throw together and jar up. The Fuego Masala needed weeks of testing to get the chipotle and garam masala balance right. The Goan Costera went through countless versions before the coconut and tamarind sang together the way they did at the pop up.
Every base had to be shelf stable without sacrificing the handcrafted quality that made people love them. No artificial preservatives. No compromise on flavour. No shortcut that makes something taste like it came from a factory.
What you get in every jar is exactly what people queued for at 141 Commercial Street. Just ready for your kitchen now.
Recipe
What We Stand For
Bold food. Honest ingredients. No compromise.
Fusion Done Properly
Not a gimmick. Not a trend. A genuine meeting of two great food traditions, developed with real understanding and respect for both.
Real Ingredients Only
No artificial preservatives. No flavour enhancers. No shortcuts. Every jar is made from ingredients you would recognise and trust.
Built for Real Life
12 minutes. One jar. A proper meal. We designed these bases for people with busy lives who still refuse to eat badly.
Born in London
London is where these two food cultures live side by side. That is where El Vida Sabor was born and that energy is in every single jar.
The Founder
Joshal
Founder and Creative Director
"I am Indian. I grew up surrounded by powerful flavours. Food that does not just taste good but makes you feel something. El Vida Sabor is my attempt to bottle that feeling and share it with as many kitchens as possible."
Joshal spent years working across food, hospitality and business before deciding to build something of his own. El Vida Sabor is not just a product. It is a creative obsession that started with a question and grew into something that can genuinely change the way people cook at home.