Our Story
How We Arrived Here
At JJ Store, we believe that food is more than just sustenance. It’s memory, identity, and home.
Our journey began when Verthone, a native of Meghalaya living in Maharashtra and South India, realized how little the rest of India knew about the incredible culinary heritage of the Northeast. From the smoky bamboo shoot pickles to fiery local spices and earthy teas, these flavors remained tucked away in the hills, unfamiliar, even invisible, to most people beyond the region.
Together with his college friend Aaron, Verthone set out to change that. Both of knew of the richness of Northeast Indian cuisine and felt it was a shame that its unique offerings weren’t more widely known or available. JJ Store was born from that shared vision: to bring the Northeast’s beloved snacks, condiments, pickles, and spices to every curious foodie, every homesick student, and every Indian who hasn’t yet had the joy of discovering this part of the country.
We at JJ Store work directly with local farmers, home-based producers, and traditional markets across the Northeast to source our products- organically and ethically – so what reaches you is fresh, authentic, and packed with love.
From our base in Meghalaya, we now ship across India. Whether you grew up eating these flavors or are tasting them for the first time, we’re here to bridge the gap one jar, one packet, one plate at a time.
Welcome to JJ Store. Welcome to the Northeast.
