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


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 on the spot meals and snacks. However the dig would at all times be fruitless.

Throughout a go to to his spouse Urvashi Srivastava’s ancestral dwelling in Lucknow, Shrey bought 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 searching for a meals startup thought.

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

The enterprise supplies 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 offer 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 presents a fruit roll-up accessible in six flavours — mango, kacha aam, pineapple, strawberry, pink guava, and imli. Other than the fruit roll-ups, the model has launched coco power bars whose 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 completely satisfied 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 advisor to switch 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 interact 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 turn out to be best-sellers, mango and strawberry flavours are their purchaser’s favourites.

The enterprise has just lately 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.  

If you’re inquisitive about beginning a enterprise like this, be taught 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 greatest mantra for turning into a profitable entrepreneur.

Edited by Divya Sethu.



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