In every bite of Indian food, there’s a history of traditions and culture. We share a deep-rooted relationship with food, especially what comes from our family kitchens and is steeped in the flavors of our region. And some women foodpreneurs recognized the potential that these traditional, cherished recipes hold and have been able to turn them into flourishing brands.
Let’s spotlight three dynamic women foodpreneurs that turned family recipes filled with regional flavors into a nation-wide craze by bringing their businesses to Shark Tank India.
1. Jha Ji – Preserving the Flavor of Mithila
If there was ever a national food of India, it had to be pickles aka aachar. You will find a variety of pickles in some form or the other in each and every corner of India. Kalpana Jha and Uma Jha, a sister-in-law duo from Darbhanga in Bihar, brought the authentic flavors of Mithila to Shark Tank India with their brand Jha Ji. The brand specializes in traditional Bihari pickles – recipes that have been nurtured in their home, passed from one generation to another. The women behind the business started it with a simple goal: to preserve traditional Maithili cuisine and bring its unique flavors to a wider audience.
It was during the second wave of the pandemic in 2020 when these women foodpreneurs decided to turn their passion into business. In 2021, they launched their online store. Their initial marketing efforts were concentrated in Bihar and Delhi, by running social media ads. The duo actually sold their first-ever pickle jar to their neighbors. By 2023, Jhaji has served over 85,000 people across more than 9700 cities in India.
Jha Ji offers a range of pickles and chutneys with bold and spicy flavors of Mithila, like Lal Mirch ka Bharua Achar, Bihari Aam ka Aachar, Karela (Bitter Gourd) Pickle, Kathal (Jackfruit) ka Achaar, Lal Mirch Lahsun Chutney, Tangy Tamarind Chutney, and more.
When Kalpana and Uma came to Shark Tank India season 1 with their women-owned brand, they wowed the judges with their flavors and numbers. However, they were not able to secure any deal at that time as judges thought they were early in the tank. But the story doesn’t end there. In 2022, these women foodpreneurs received a surprise visit from Vineeta Singh and Namita Thapar with an investment offer in hand.
2. Patil Kaki – A Taste Aai’s Love Delivered Nationwide
When Geeta Patil, along with her son Vinit Patil and his friend Darshil Savla, came to Shark Tank India to pitch her snack brand, Patil Kaki, little did she know she would start a bidding frenzy among the judges. Patil Kaki’s journey began in her own kitchen, where she prepared traditional delicacies for family and friends. Encouraged by her son and the feedback she received on her dishes, she decided to turn it into a business in 2020.
Patil Kaki offers a range of traditional sweet and savory snacks such as chakli, chivda, kachori, puran poli, modak, and ladoo. Everything here is handmade with quality ingredients, bringing traditional Maharashtrian recipes and ‘Maa-ke-haath’ ka khana to your doorstep.
Word of mouth and social media helped her brand grow, and soon she was catering to a much larger audience. Starting out with just Rs 5,000 in 2017, which she took from her family and friends, the business came to Shark Tank India with sales of nearly Rs 3 crore. Her appearance on Shark Tank helped elevate Patil Kaki into a recognized brand, receiving investment from Anupam Mittal and Peyush Bansal.
3. Namakwali – Bringing Himalayan Flavours to Your Table
Another family-run business, bringing their regional flavors (in this case, literally!) and home-run business to the national platform is Shashi Bahuguna Raturi’s Namakwali. This brand comes to us in times when we are surrounded by processed foods, and desperately searching for organic alternatives, not just for our physical health but also to satisfy the conscious buyers in us.
Namakwali was set up with the mission to bring organic and nutritious flavors sourced from the Himalayan villages to the world. And also to empower women from various corners of Uttarakhand by providing them with employment opportunities. Their artisanal, pisyu loon salt, was their flagship product that also won the hearts (and tastebuds) of the Sharks. This led her to get a deal from Shark Amit Jain, Co-founder and CEO of CarDekho Group, who seized the opportunity to add the taste of regional India to his portfolio of investments.
This foodpreneur started the company in 2018, by leveraging social media platforms to spread the word. Apart from traditional and flavored salts, here you will also find herbs, spices, pulses, honey, ghee, and even healthy snack options. This helped them get interest from many people, helping them see a growth trajectory year-on-year. What started with a modest investment of Rs. 2.5 lakh, is now a business with an annual turnover of Rs. 50 lakh.
So if you too have a family recipe that has potential to be turned into a business like these women foodpreneurs, it is time to take some inspiration and start your journey as well.
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