Before Solina (Mudli) Naidu created a food brand and a social media community of about 350,000 people, food was a language of love for her, which she learned at home. As a content creator, social media manager, recipe developer, and founder of Perima’s Kitchen, Naidu shared her journey of transforming childhood memories into a growing brand based on food, family, heritage, and simplifying the cooking process for others.
Naidu, who was born and raised in Chatsworth, recounted how much food played a role in her childhood. She remembers learning to cook at an early age and being able to prepare a 'delicious' meaty curry by twelve years old. Since her mother, Kalaiq (Ann), worked, she sometimes had to take on cooking duties, although her mother often cooked in the morning so there would be food when she returned home.
She also recalls growing up surrounded by her late 'Perimas' (mother's older sisters) and her mother's younger sister, who were often in the kitchen, preparing food and providing sustenance for everyone during family celebrations. These early experiences laid the foundation for her culinary path. Furthermore, she worked as a spa manager on a luxury cruise liner, which allowed her to visit over 60 countries. This experience of encountering many different cultures and cuisines broadened her perspective on food and instilled a deep appreciation for the tastes and culinary heritage with which she grew up in Durban.
The idea for Perima’s Kitchen arose in 2020 during the Covid-19 pandemic when Naidu, living in Durban, noticed that many people did not know how to cook. Following her daughter's advice, she began filming the dishes she prepared and sharing recipes online. Initially, this was not tied to a business plan but was solely aimed at helping people during a difficult period. It was then that she made an incredible connection with her community. She named the brand Perima’s Kitchen after her mother's older sisters because much of what she knew about food, family, and expressing love through cooking came from the women around her.
Subsequently, content creation opened up many other opportunities for her. She collaborated with brands and was selected for programs such as TikTok Rising Voices and YouTube Black Voices, which gave her invaluable insight into content creation, social media, and digital marketing. This knowledge later helped her assist other businesses in developing their digital platforms. As her community grew, people started asking her for a cookbook. However, she decided to create something different—something that would allow her to almost be in the kitchen with her audience and share something deeply connected to her style of cooking. This led to the development of Perima’s Kitchen All-in-One Masalas. As she explained, 'Each All-in-One Masala blend combines all the necessary spices into one main mix, including ginger and garlic, so you don't have to measure and balance many individual spices yourself.'
Her overall social media community, which she affectionately calls her family ('PerFam'), numbers about 350,000 people across various platforms. What started as a way to help people quickly turned into something more—a community built around food, learning, and connection. Although she is unsure if there was one moment when she thought, 'this is what I must do,' she remembers the first time someone told her that she had changed someone's life through what she shared, and that stayed with her. Then she started hearing it again and again from different people. The thought that something as simple as sharing love and knowledge about food could have such a significant impact on another person's life—whether by helping with cooking skills, reconnecting with heritage, or simply easing daily life—was incredibly rewarding.
Key Achievements
Naidu noted that the transition of Perima’s Kitchen from an idea in her kitchen to having products on national store shelves was a surreal and wish-fulfilling moment. More significant, however, has been everything that followed, including receiving the status of the first spice brand approved by the South African Heart and Stroke Foundation, earning the Proudly South African designation, obtaining SANHA Halaal certifications, and winning double gold awards for both her chicken and lamb All-in-One Masalas. For her, these are not just awards; they confirm what she aimed to create—a product that simplifies cooking while remaining uncompromising on quality, purity, authentic taste, and the ingredients used in the food.
Overcoming Challenges
As a woman in business, Naidu admitted there were times she had to firmly assert her voice, her vision, and the value she brought. There were moments when she felt she needed to work harder to be taken seriously, especially when entering markets completely new to her. However, she tried not to build her journey around proving anything to other people. Instead, she preferred let the work speak for itself. She had to learn to trust herself, ask tough questions, and stand confidently by the decisions that mattered to her and her brand. When someone tells her that what she created made their life easier or inspired them to try something they never thought of, it reminds her why she keeps moving forward.
Empowering Women and Philanthropy
She expressed hope that more women would move from being talent behind the food to owning and building businesses around it. There are countless incredibly talented women creating products in their home kitchens, passing down recipes, knowledge, and traditions inherited through generations. However, turning this talent into a commercially viable business requires access to funding, production, retail opportunities, mentorship, and the right networks, and these doors are not always easy to open. She would like to see more opportunities to help women bridge this gap.
To help in this direction, she recently participated in the launch of the Nelson Mandela Community Youth Centre Culinary Club in Chatsworth—the city where she grew up. Returning to her hometown and having the opportunity to share what she has learned—from spices and cooking techniques to entrepreneurship and her own journey—was incredibly meaningful. Seeing different generations gather, learn, and connect through food, she remembered how powerful a community can be. She is also negotiating with non-profit organizations on projects aimed at ensuring nutrition for low-income populations and guaranteeing children access to healthy, nutritious food. This is very close to her heart, and it is an area she sincerely wants to dedicate more time and resources to as Perima’s Kitchen grows.
Future Prospects
Naidu, who has two children—Shivai, 17, and Yahvi, 13—stated her desire to continue developing Perima’s Kitchen beyond its current two products. She is working on new blends, new formats, and some exciting ideas, all focused on one goal: making authentic, delicious cooking simpler and more accessible without sacrificing quality. However, her dream was never just about putting another spice product on the shelf. She wants Perima’s Kitchen to become a brand that educates, inspires, and helps people understand what they are cooking, reconnecting them with food and heritage while adapting to modern lifestyles. What is currently on the shelf represents a much larger vision. She feels they have only just begun. She also wants her children to see that you can build something from an idea while staying true to your values, adapting when plans change, and creating something meaningful. She hopes another woman, another mother, or someone sitting at home with an idea will see her journey and think, 'if she could start with what she had and build something significant, maybe I can too.' Her advice: start with what you have, take that first step, and allow yourself to learn and grow along the way. Don't let the fear of failure hold you back.