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How We Turned My Grandma’s Recipes right into a Profitable Enterprise


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Shrey Arora is an enormous time foodie. Reminiscing childhood recollections of savouring aam papad and imli candies, he would seek for manufacturers that promote wholesome instantaneous meals and snacks. However the dig would all the time be fruitless.

Throughout a go to to his spouse Urvashi Srivastava’s ancestral residence in Lucknow, Shrey obtained to style conventional snacks made by her nani — from tangy aam papad (mango bars), imli (tamarind) sweet to munchies made from chana sattu (gram flour).

The Lucknow journey proved serendipitous for Shrey who, by then, was on the lookout for a meals startup thought.

Realising the necessity for wholesome snacks out there, Shrey alongside along with his spouse co-founded Trick or Deal with Meals. With its tagline ‘No Methods, Solely Tasty Treats’, the corporate goals to supply wholesome snacking choices, particularly to children.

The enterprise gives chemical-free snacks with no refined sugar, preservatives, sulphites, colors or synthetic flavours. “We solely use high quality, chemical-free fruits, jaggery and spices in our merchandise. We use lemon juice as a preservative in sweet roll-ups to supply a shelf-life of as much as seven months,” Shrey, an MBA graduate and CEO of the Ghaziabad-based enterprise, tells The Higher India.

The model affords a fruit roll-up out there in six flavours — mango, kacha aam, pineapple, strawberry, pink guava, and imli. Aside from the fruit roll-ups, the model has launched coco power bars whose most important ingredient is chana sattu.

Sustaining grandma’s recipes

The enterprise, which was included in February 2022, kicked off within the hopes that they may maintain on Urvashi’s household’s conventional recipes. 

“My nani is the rock of our startup. She was so pleased when she got here to know that we’re beginning an organization that sells her snacks. Her recipes had been adopted utterly. Nevertheless, small modifications had been to be made as these merchandise can’t final lengthy at room temperature. We took assist from a meals marketing consultant to change the recipes with out altering them,” says Urvashi, an engineering graduate and in-charge of the corporate’s design division.

As per the co-founders, the fruits used within the making are instantly sourced from farmers in South India. “Solely export-quality fruits are chosen to make sure high quality and consistency.” The frozen pulp of those fruits, saved at -18 levels Celsius, is used within the making of candies.

The corporate has almost 16 full-time workers, who have interaction in lab actions, processing and dispatching the merchandise.

The merchandise can be found for buy from the corporate’s web site, social media pages, Amazon or Indiamart. They’re additionally present in sure retail shops round metro cities Bengaluru, Mumbai, and Delhi. 

Whereas the protein bars have grow to be best-sellers, mango and strawberry flavours are their purchaser’s favourites.

The enterprise has not too long ago included six new merchandise — fruit and nut coco bars, coconut crush coco bars, choco chip brownie coco bars, honey path combine coco bars, espresso tiramisu coco bars, crunchy peanut choco bars.  

In case you are all for beginning a enterprise like this, study all about it from the co-founder Urvashi herself. On this video, she shares their enterprise secrets and techniques, the do’s and don’ts of beginning a enterprise, and their largest mantra for changing into a profitable entrepreneur.

Edited by Divya Sethu.

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