Paro joins Playback 🚀🚀🚀

What is Paro?

Paro -, a vibrant new South Asian food brand, is revolutionizing the way we enjoy and prepare comfort food from the region. Founded by Umaimah Sharwani, a first-generation Pakistani American, Paro offers a range of easy-to-cook pantry staples that capture the rich flavors and nourishing qualities of South Asian cuisine. Inspired by her family's beloved recipes, Umaimah has created a line of products that allow everyone to indulge in healthy, vibrant, and shareable dishes in just 30 minutes. Let's delve deeper into the world of Paro and explore their delightful offerings.

Delicious and Nutritious Products: Paro launches with three exceptional products, each showcasing the authentic taste and goodness of South Asian ingredients.

  1. Masoor Daal: Start your culinary journey with a classic red lentil daal made with light, earthy spices. Paro's Masoor Daal combines the heartiness of red lentils with a delightful blend of sweet and earthy flavors. Packed with 14g of protein and 7g of fiber per serving, this dish is both nutritious and satisfying.
  2. Kitchari: Experience the comfort and versatility of Kitchari, a soulful blend of basmati rice and mung beans. Paro's Kitchari, inspired by Umaimah's mother's recipe, features a special blend of seven hearty spices that promote digestion and gut health. With 9g of protein and 5g of fiber per serving, Kitchari is a wholesome meal option that pairs well with various ingredients, from vegetables to meats.
  3. Tarka: Add a burst of flavor to your dishes with Paro's Tarka, a spicy and toasty traditional South Asian topping. Made by combining spices, ghee, and grapeseed oil, Tarka infuses any dish with an umami-rich kick. Whether you're preparing stews, daals, or curries, this addictive condiment elevates your culinary creations to new heights.

Convenience and Quality: Paro understands the value of time and aims to provide convenient yet high-quality products. Their pantry staples require no-fuss preparation and come together in just 30 minutes. With Paro, you can savor the authentic taste of South Asian cuisine without compromising on nutrition or flavor. All of Paro's products are plant-based, ensuring a wholesome and satisfying dining experience.

Captivating Branding: The visual identity of Paro, crafted by Montreal and Los Angeles design agency Wedge, reflects the brand's warm and playful ethos. Inspired by vintage Pakistani food products, the packaging bursts with vibrant colors, reminiscent of the aromatic spices and traditional textiles found in South Asian culture. Each product features Urdu script written by Umaimah's mother, adding a touch of authenticity and personal connection.

Embracing Wellbeing: Paro's philosophy goes beyond just creating delicious food. The brand aims to offer an invitation to pause and celebrate wellbeing. With a focus on the body as a temple, Paro rejects austere notions and embraces the concept of beautification (shringar) alongside holistic wellness. The brand's approach resonates with individuals seeking a deeper connection with themselves and the food they consume.

Paro brings the rich and comforting flavors of South Asian cuisine to your kitchen with their range of easy-to-cook pantry staples. Founded by Umaimah Sharwani, a first-generation Pakistani American, Paro honors her family's cherished recipes and offers a convenient way to enjoy nourishing, plant-based meals in just 30 minutes. With products like Masoor Daal, Kitchari, and Tarka, Paro invites you to embark on a culinary adventure that celebrates the vibrant tapestry of South Asian flavors. Explore Paro's offerings and discover the joy of authentic comfort food with a modern twist.

How Paro is using Playback

Playback is an interactive video bubble that sits directly on the brand website and helps the visitors to quickly learn about a brand, its founder story and unique value proposition in matter of minutes. The tool helps you combine short form videos into an interactive quiz or video series format, which the customers can click and engage to get educated about the brand story. You can add founder stories, how-to-videos, user generated content or any educational videos to launch your video series quickly.

Using Playback, Umaimah is able to personally introduce her brand and greet each visitor to her brand website. She can finally treat her customers like VIPs, just like in a brick-and-mortar store. Paro is using Playback to communicate their brand story in a compelling and visual format to help customers connect with the brand in a more personal way. Paro is using Playback in 3 days:

  1. Greeting and connecting with website visitors on a more personal level
  2. Educating customers about the each product and its ingredients
  3. Sharing a discount code with personal touch to drive sales

Why storytelling is the new norm for brand building?

By leveraging the power of storytelling, brands can tap into the captivating nature of narratives and evoke emotions that leave a lasting impression on consumers. Research has shown that storytelling plays a crucial role in enhancing the consumer-brand relationship experience Stories have a unique ability to captivate individuals, making them more memorable and influencing their perceptions and behaviors. When consumers are exposed to brand stories, they tend to describe the brand more positively and exhibit a greater willingness to pay for the associated products.

The influence of storytelling on consumer responses has been a subject of interest for brand management research and practice. Scholars have emphasized the significance of brand stories in creating and reinforcing positive brand associations. Brand stories can shape consumers' experiences, cultivating a sense of connection, and deepening their engagement with the brand. Understanding the effects of storytelling on consumer brand responses is an ongoing area of study, highlighting the need for further research in this domain.

Playback, with its commitment to brand storytelling, empowers brands like Paro to leverage the power of narratives and create impactful customer experiences. Through our platform, brands can craft compelling stories that resonate with their target audience, fostering a sense of authenticity, emotion, and connection. By embracing Playback, Paro exemplifies its dedication to delivering a more humanized shopping experience, exemplifying the future of brand storytelling in the realm of retail.

We are extremely happy and excited to welcome Paro on Playback. If you think your brand needs a more compelling storytelling approach to humanize and personalise the shopping experience for your customers, please feel to sent us an enquiry on and we are happy to onboard you to our platform.