Atrangi, a UK-based Indian food brand, has sparked debate on social media after publicly sharing a story about a former employee who admitted she was “ashamed” to be associated with the company. The brand, known for reinventing Indian flavours into curry sauces, chutneys and marinades for the British pantry, recounted the incident in an Instagram post earlier this week.
According to the company, the employee in question had been one of its top performers. She was described as responsible, respectful and consistently successful at farmer’s markets, where she often led sales. However, tensions surfaced when Atrangi’s management asked her to participate in a social-media video celebrating its staff. The employee declined, reportedly saying she did not want her friends and family to know she worked there.
The brand acknowledged that the employee continued her duties after this exchange but observed that the relationship changed. She eventually resigned and returned to her hometown. While Atrangi stated that it respected her decision, the incident prompted a deeper reflection within the company on how it evaluates new hires.
The episode has since shaped Atrangi’s hiring process. The company now screens candidates by asking whether they would “own” their work at the startup and whether they would be proud to represent it. Atrangi emphasised that it is a registered employer with HMRC, pays above minimum wage, and shares profits with staff through commissions. Today, the company says it has a team of 10 employees who are enthusiastic about being associated with the brand.
By sharing the story, Atrangi sought to underline the importance of employee pride in shaping brand identity—while also highlighting the challenges small businesses face in building teams that genuinely stand by their work.
