In 1996, Ajay Gupta launched Capital Foods. Using his marketing experience, he scouted the food market to explore profitable niches and homed in on Ching’s Secret, a brand that would offer Chinese food ingredients. He followed this up with Smith & Jones, a brand that would offer international foods and food ingredients.
Ching’s Secret debuted the staple trilogy of Chinese sauces – Soy Sauce, Red Chilli Sauce, Green Chilli Sauce. This was followed up with an offering of noodles, dubbed as Hakka Noodles in India. The logo design, packaging and initial communication all added to make the brand sound authentically Chinese. In August, 2015, Ajay established the category of Desi Chinese, an Indo-Chinese or fusion cuisine.