A casual conversation during lockdown sparked an innovative venture that is transforming how Paraguayans enjoy their beloved tereré drink, whilst honouring ancient Guaraní traditions. The result of that conversation, and the dedicated efforts of two friends, is Ñandeva: a distinctive brand producing natural essential oils from native Paraguayan plants, through steam distillation.
The aroma of sizzling meat filled the air as friends gathered around a barbecue during the height of the pandemic. Confined to their homes, Joel Candia and his childhood friend Manuel Romero found themselves reflecting on a peculiarly Paraguayan problem: how could they enjoy their traditional tereré when venturing out to collect fresh herbs had become impossible?
“We were all locked up, and we said, well, no one can even go out to look for their yuyo (medicinal herbs traditionally added to drinks),” recalls Joel, as he reflects on that pivotal asado. “That was when the idea emerged: why not innovate a little, create practical essences that are easy to use, quick, and offer them to people through delivery?”
From inspiration to innovation
What began as a moment of frustration has evolved into Ñandeva, a distinctive brand producing natural essential oils from native Paraguayan plants, through steam distillation.
The name carries profound cultural significance, derived from the Guaraní tribe Ñandeva, also known as Avá Guaraní of the Tupí-Guaraní linguistic family. They refer to themselves as “Ñandeva” or “Ñandevaekuere“, meaning “our people” or “our true people” in Guaraní, an apt tribute to Paraguayan traditions and ancestral wisdom rooted in community and authentic identity.
The process of creating their concentrated oils involves carefully placing native herbs into specialised machinery that extracts the essence through steam distillation, preserving the full health benefits and aromatic properties. The completely natural product, free from artificial additives, requires just a few drops to transform any drink into a refreshing, health-enhancing infusion.
“There is nothing artificial, no chemical additives, no preservatives, everything is one hundred per cent natural,” explains Joel, who now serves as brand advisor, whilst Manuel remains founder.
Beyond traditional boundaries
Available in three distinctive varieties, mint, burrito, and cedrón kapi’i, each essence captures the authentic scents of native Paraguayan plants. While all three varieties perfectly complement traditional tereré preparation, their versatility extends well beyond: the essences enhance cocktails and green juices, and can also be used to transform living spaces via oil burners and humidifiers.
For nearly four years, the founders reinvested every penny into professionalising their presentation, recently completing a full rebranding that mirrors their commitment to protecting product integrity while building a brand that honours Paraguay’s cultural identity.
“We started with plastic containers, those famous little bottles you find at the pharmacy,” Joel admits. “We never liked them, but we had to use something. Then we gradually saved up the budget and grew little by little.”
The philosophy behind success
For Joel, who balances his role at Ñandeva while completing his degree in public relations, the venture represents much more than commercial success. His background in digital marketing complements the brand’s growth strategy.
Despite having created a product that revolutionises herb preparation, Candia maintains a deep connection to tradition. He still occasionally buys natural herbs from traditional street vendors. “I still buy natural yuyo from the yuyera (seller) sometimes,” he says with a laugh. This gesture reinforces Ñandeva‘s mission to honour heritage while embracing innovation.
“I believe there are no excuses for not starting,” he advises aspiring entrepreneurs. “One must begin with whatever is available and not wait to have everything in place. Above all: perseverance, consistency, and turning a deaf ear to what others might say.”
Future vision
The founders envision Ñandeva evolving into a recognised country brand, with aspirations to sponsor Paraguay’s national football team and support local cultural initiatives. With a strong online presence and a partnership with a health-focused distributor already in place, the brand is strategically positioning itself for growth, aiming to expand into border cities and launch a traditional yerba mate product under the Ñandeva label.
The next phase involves establishing dedicated laboratory facilities to meet increasing demand and preparing for large-scale distribution.
“We are in a construction process, always developing at our own pace,” explains Joel, emphasising their methodical and sustainable approach to growth.
Their international ambitions are already bearing fruit. Friends relocating to New York often carry Ñandeva essences abroad, unable to find Paraguay’s distinctive flavours elsewhere. The brand also sees strong export potential in Argentina and Brazil, where mate culture is deeply rooted.
“We love Ñandeva, we love the brand, we love tereré, we love mate,” Joel concludes. “That is why we are always present, committed to this vision.”
VIP Card benefits
As a VIP member of The Asuncion Times, you get a 10% Ñandeva natural essence, just by showing your VIP Member card – one of many VIP Member Benefits.Ñandeva currently operates online, offering nationwide delivery across Paraguay. To place an order, please contact Ñandeva via whatsApp.
In a market saturated with artificial flavours, Ñandeva proves that authenticity and innovation can coexist, supporting local traditions while reimagining time-honoured customs, one drop at a time.
For more information check Ñandeva on instagram.
