Saga

Have you ever stopped to appreciate something ordinary, something you use daily without a thought? Imagine a world where that seemingly simple thing suddenly became a precious commodity, a source of worry.

This is the story of a man who had his world shaken by a harsh reality. A seemingly ordinary vacation turned into a desperate scramble for a solution, a quest that would change lives for millions. From complete ignorance, he embarked on a path to transform an entire industry, challenging Tata’s and HUL.

Who is he, and how did his actions impact a nation? Read on to discover the answer.

How the Journey Began

Dr. Mahesh Gupta, a man of sharp intellect, wasn’t always the water purification guru India knows him as today. Fresh out of IIT Kanpur (1975) with a mechanical engineering degree and later a Master’s from IIP Dehradun (1977), he landed a dream job at Indian Oil Limited. 

But he wanted to do something of his own. That’s when he started “Kent Oil Meter,” a business focused on oil conservation. While the venture took off, a more personal challenge was about to rewrite Dr. Gupta’s story. 

A Father’s Worry

Dr. Gupta’s world turned upside down during a seemingly ordinary family vacation. His children, living in a posh South Delhi neighborhood, fell ill with jaundice.  A wave of panic washed over him. Jaundice? In their own home?

The realization that this was a waterborne illness hit him hard. It was a terrifying glimpse into a potential health crisis for countless families.

The Spark of Change

Fueled by a father’s worry and an engineer’s problem-solving spirit, Dr. Gupta embarked on a personal mission – to create a superior water filter.

There was no fancy lab, but his own home was in Noida. With limited experience but unwavering resolve, he started experimenting with water purification. He quickly discovered the limitations of existing methods and looked for a more effective solution.

Exploring Reverse Osmosis

He explored Reverse Osmosis (RO) technology, a concept relatively unknown in India then.  With a mere ₹20,000 saved from his previous job,

Mahesh imported parts and spent months experimenting. Finally, he had a breakthrough: his design for an RO water purifier was born.

Jul 5, 2022

Small Fish In A Big Market

In 1999, with a four-member team and a one lakh rupee investment, Kent RO entered the market. It was a fierce underdog in a world dominated by established players.

The leading brand, Aquaguard, held a whopping 70% market share and offered a product priced at ₹5,000. With its superior RO technology, Mahesh Gupta’s Kent RO came in at a significantly higher price point of ₹20,000. He believed in his innovation, but sales figures told a different story.

Silver Lining Amidst Challenges

The initial years were a brutal test of perseverance. Kent RO sold a mere 100 systems in the first year. The high price tag and unfamiliar technology proved to be significant hurdles.

Yet, there was a silver lining. Despite low sales, brand recall remained high. People who witnessed the RO purification process firsthand were impressed.

From Limited Resources to Creative Solutions

Mahesh Gupta, ever the resourceful entrepreneur, recognized this as an opportunity. With limited capital of just ₹5 lakh and no budget for advertising, he devised a bold strategy – direct sales. 

Kent RO representatives went door-to-door, showcasing the effectiveness of their technology and converting interest into sales. This approach, though slow, started to yield results, with sales climbing to 20 units per month.

He placed the products at retail outlets that specialise in kitchenware. People bought on the spot after seeing the purity of the water. Kent RO had hit the sweet spot. By 2005, its sales jumped to ₹30 crores. 

The Power of Branding

Starting small, Kent RO began to gain momentum as Mahesh Gupta recognized the power of branding. With the legendary actress Hema Malini as their brand ambassador, their message of “ Kent Ro hi lena” struck a chord with families, emphasizing the importance of safe drinking water. 

Expanding Production

Their ad campaign paid off, with revenue soaring to ₹250 crore by 2010 and a 45% annual growth rate. The production expanded to a massive facility in Roorkee, Uttarakhand to meet demand. 

By 2015, sales reached 5 lakh units annually, and by 2017, revenue had already crossed ₹950 crore. Kent RO’s distribution network expanded rapidly, with over 600 distributors and 150 franchise outlets.

Towards Market Domination

By 2023, Kent RO captured 30% of the market share in India, with water purifiers contributing 80% of revenue, toppling giants like Aquaguard.

Even industry heavyweights like HUL and Tata attempted to replicate Kent RO’s technology, but none could match their innovation and brand loyalty.

A Well-Deserved Recognition 

Their success earned them prestigious awards and recognition, including the Kalaam Innovation Governance Award, the Best Domestic Purifier Award, and a Swachh Bharat Ambassadorship from the Prime Minister himself.

Kent RO continued to innovate, introducing new models and receiving certifications from leading organizations like the National Sanitation Foundation.

Beyond Water Purifiers

Kent RO has now diversified to offer healthcare products like air purifiers, vegetable cleaners, and kitchen appliances. It aims to ₹2,000 Crore within three years and plans to enter the US market through a partnership with Black & Decker.

With investments in energy-efficient appliances, Kent RO’s commitment to innovation and purity remains unwavering.

Mahesh Gupta’s journey from concerned father to industry leader exemplifies the potential for extraordinary change from humble beginnings.

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Holi kab hai? Kab hai Holi? Gabbar may have wanted to know this to teach Ramgarh’s folks a lesson, but most of us care for the fun with colors, food, and thandai! Today, water balloons are banned, abeer and gulaal have turned organic (Phew! No more looking like a paint shade card for days because of pakka rang), and we are more conscious about saving water. But these are not the only changes the festival has seen of late. There’s one industry in particular that has grown by leaps and bounds.

For generations, we polished off homemade sweets and savories. However, packaged snacks have taken center stage in the past few decades, transforming the festive foodscape into a billion-dollar business. The packaged sweets market size was ₹6,229.7 Crore in 2023 and will likely reach ₹25,970.8 Crore by 2032, with a CAGR of 16.67%. 

So, how did Holi Snacks go from their humble beginnings in kitchens to become a dominant player in the Indian FMCG kingdom?

The Era of Homemade Delights

Before the 20th century, the platter was heaped with homemade treats like Gujiya, Malpua, Puran Poli, and Mathri, made with traditional recipes passed down through generations. Nuts and khoya (evaporated milk) symbolized prosperity.

Gujia – The Sweet of Choice 

Did you know we’ve been polishing off Gujia since the 13th century? Travelers and traders along the Silk Route were influenced by Turkey’s (then Anatolia) Baklava and Kunjia, Central Asia’s Gulla or Samsa (Samosa), and Iran’s pastry Qottab.  These traders from Bundelkhand and Braj returned to India, creating their versions of Gujia. 

The Mughal Empire also shaped the gujia of today, introducing flakiness and experimenting with sweet fillings like khoya and nuts.

Over the years, the people in the North stuffed it with khoya, and those in other parts stuffed it with coconut and jaggery. 

Holi Special Snacks

The mid-20th century brought local sweet shops catering to festive demands. From  Jalebi-Fafda to readymade thandai and regional favorites like the Bihari pedakiya, Gujarati ghughra, Maharashtra’s Karanji, or the Karjikayi or karigadubu in Karnataka, the markets were flooded with options for the busy families in the country.

That’s how businesses commercialized homemade Holi favorites, albeit on a local scale.

Thandai – Nectar of the Gods

Bhang-infused Thandai was first offered to Lord Shiva and became popular during Mahashivratri. The first records of Thandai date back to 1000 BC, making it one of the oldest drinks in the country, if not the world.

It’s a drink that offers a cooling effect to the body, hence the name Thandai. The seasonal transition from winter to Spring often weakens the human immune system. Thandai is known to aid immunity while cooling the body. Nifty, isn’t it? 

The Making of the ‘Holi’ Trinity

By the 19th century, Gujia found its perfect match – Holi.
Its sweet filling represents good’s victory over evil, and the crispy exterior signifies resilience. Thandai is the nectar of the Gods, and the color represents the month of Phagun, the season of Spring. 

Holi Snacks  

The 80s and 90s saw a significant transformation in the Indian FMCG sector. The arrival of new technologies facilitated mass production and packaging of snacks, leading to a longer shelf life and wider distribution. 

This decade saw the rise of national brands like Haldiram’s and Guruji, which capitalized on the growing demand for convenience and hygiene.

They also offered standard versions of popular Holi treats like Gujia, Kanom Barfi, and Shankarpali, ensuring consistent taste and quality across regions.

Marketing Genius and Innovations 

The new millennium brought intense competition and innovation to the Holi snack market. Companies like Haldiram’s and Guruji expanded their product portfolios, introducing new flavors, textures, and gifting options. Marketing campaigns featuring vibrant packaging, catchy taglines, celebrity endorsements, and healthy options further fueled the demand. 

Consider this: stores are selling everything from a 1.5 kg Bahubali Gujia in Lucknow to a Kanpur shop selling gold gujia for ₹30,000 per kg and sugar-free Gujias, along with chocolate, fig, mango, rose, and many other fillings.

The Market of Today

The rise of e-commerce platforms like Flipkart and Amazon offered more distribution channels increasing the reach of these snacks. In 2023, the Indian snacks market size reached ₹42,694.9 Crore. 

The packaged sweets market grew, reaching ₹6,229.7 Crore, considering Tamil Nadu consumes 200 kilos of Gujia daily and a whopping 400 kilos on Holi. At the same time, a Lucknow store sells 500 kilos on the festival day!

Holi Faves Are Transforming

Consumers are increasingly seeking healthier and more innovative snack options. Companies will likely respond by introducing healthier snack mixes, incorporating regional flavors, and leveraging sustainable packaging solutions. 

Holi snacks have come a long way from their humble origins in Indian kitchens. They now represent a billion-rupee industry and reflect India’s changing social and economic landscape. 

The Future of Holi Snacks Market

As India continues to urbanize and consumer preferences evolve, the Holi snack market is poised for further growth. It is projected to bring in an expected value of ₹95,521.8 Crore by 2032, with a growth rate (CAGR) of 9.08% during the period from 2024 to 2032, while the sweets market may soar to ₹25,970.8 Crore, at 16.67% CAGR by 2032. 

Of this, the Confederation of All India Traders (CAIT) generated a business of ₹20,000 crores during Holi in 2023, seeing a 30% jump.  

Snacking is so much fun!! It’s a delightful indulgence, whether it’s during your favorite movies, picnics, parties, or even just chilling at home. When your taste buds crave excitement, reaching for that spicy packet in the cupboard can turn your afternoons, evenings, or even nights into something special.

Are you itching to uncover the story behind that colorful pack that occasionally catches your eye? We are sure you’ve often picked up a pack of this Bhujia brand we’re talking about. It’s known not just in India but internationally, too. India alone is in 22 states and ships to almost 35 countries worldwide.

From Restless Spirit to Culinary Legacy

Shivratan was a young boy with a restless spirit. While others found success in academic achievements, Shivratan found the kitchens and spices were more enticing.

Captivated by the magic of snack-making, his keen interest led him to learn the art of making bhujia from his grandfather, a secret family recipe passed down through generations.

It wasn’t just a recipe; it was a legacy, a taste of tradition waiting to be shared with the world – the taste of Bikaneri Bhujia!

A Dream and a Secret Recipe

When Shivratan decided to pursue his dream in the late 1980s, large-scale bhujia production seemed like a distant dream. Technology was scarce, and the market was uncharted territory. 

But, Shivratan was determined and believed in the power of his family recipe. He decided to not only create a business but to carve a path for himself away from his family business.

Bikaneri Bhujia

Fired up by his dream, Shivratan took the plunge in 1987, launching his Bikaneri Bhujia business. He didn’t shy away from rolling up his sleeves, personally pedaling through dusty streets and delivering each packet with his own hands.

It wasn’t just about sales; it was about connecting with his customers, understanding their likes, and ensuring his bhujia found a place in their hearts.

In A Crowded Marketplace 

The Indian snack market was far from an empty plate. Competition was fierce, and scaling up using traditional methods was difficult.

Yet, Shivratan had faith in his product, so he meticulously maintained the highest quality standards, ensuring every Bhujia was crafted with the finest ingredients.

Setting up Shivdeep Industries

Shivratan wondered how to meet the growing demand while staying true to his roots?

The answer was the establishment of Shivdeep Industries Ltd. in 1987, which meant shifting to a machine process.  

He embarked on international trips, seeking knowledge and acquiring machinery specifically designed for snack production to meet growing demand while keeping his cherished family recipe intact.

Bikaji, The Brand Was Born

Shivratan felt that his company’s name didn’t quite capture the essence of Bikaner’s culture. In 1993, he discovered the perfect name for the brand inspired by the city’s founder.

He renamed the brand Bikaji after Prince Bika Rao, the founder of Bikaner. The new name became memorable, linking Bikaneri Bhujia to every consumer. 

Under his leadership, the disorganized Bhujia manufacturing sector transformed into a thriving industry.

First Export Venture

In 1994, Shivratan decided to export his products to the UAE, marking Bikaji’s first international export venture.

Customers adored Bikaji Bhujia, spreading its fame far and wide. Bikaji became synonymous with irresistible spice and crunch.

Achievements & Accolades

Bikaji clinched the Rajasthan State Award for Export Excellence in 2008 and followed it up with the Government of Rajasthan State Award for Export Excellence in 2009.

A Snacking Powerhouse

Today, Bikaji stands tall as India’s top manufacturer of Bikaneri bhujia, spreading its products worldwide, from the Asia Pacific to North America and the Middle East.

With six manufacturing units in India, Bikaji offers a wide array of namkeen, handmade papads, western snacks, and packaged sweets.

Bikaji holds is the second-largest handmade papad producer in India. Their repertoire extends to snacks, such as chips, with an impressive selection of over 30 packaged sweets, including favorites like soan papdi, dry fruit barfi, gulab jamun, rasgulla, and rajbhog.

The Magic of Star Power

In 2019, Bikaji added star power to its Ads, welcoming Amitabh Bachchan as its brand ambassador, kicking off the awesome “Amitji loves Bikaji” campaign.

Teaming up with the legendary Bollywood icon, Bikaji set out to win over folks from every generation and create a stronger bond with ethnic snacking.

Bikaji Strengthens Grip on Ethnic Snacks

In a bold move, Bikaji Foods acquired a stake in Bhujialalji Pvt. Ltd., solidifying its position in the ethnic snacks market.

This strategic acquisition and Lighthouse Funds’ recent investment approval from the CCI underscores Bikaji’s impressive growth and bright future within the industry.

Bikaji Bites into Strong Growth

Bikaji Foods International’s revenue surged 23%, reaching a mouthwatering ₹624 crores compared to last year’s ₹508 crores.

The company’s profit also saw a sweet 15% increase, rising to ₹46 crores in the third quarter, compared to ₹40 crores the year before, fueled by the festive season buying spree.

Setting New Standards in Snacking

As India’s food and beverage industry feasts on a projected 14.2% annual growth by 2024, fueled by a young, urban population hungry for new experiences, Bikaji is poised to become a major player in the global snacking arena.

Bikaji is not content with simply satisfying appetites; they’re aiming to shake things up in the FMCG (Fast Moving Consumer Goods) sector with their sights set on the world stage.

Achieving Their Ambitious Goal

Diving headfirst into cutting-edge research and development they seek to secure the finest, premium ingredients, transforming their beloved bhujia recipe into a global phenomenon.

It is not just about expansion; it’s about staying true to their legacy while catering to the ever-evolving preferences of a diverse consumer base.

Bikaji’s journey, from the dusty streets of 1987 to a 13,000 Cr empire, is a testament to their firm dedication to quality and innovation.

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How often have you stopped yourself from screaming OMG!…WOWWWW at the dazzling displays of Labels like GAP H&M and other brands when you stroll by glitzy malls? Brands that whisper promises of luxury, quality, and a touch of exotic often beyond your budget.

What if we told you that hidden beneath those sleek designs are threads of Indian origin and the unshakeable spirit of a woman named Sarla Ahuja.? A woman who dared to dream beyond societal norms, who defied expectations, building an empire that stands tall at ₹8,244 crores and empowers over 86,000+ women today.

Want to learn how did Sarla Ahuja do it? Read on

A World Torn Apart

Ten years old, and the world Sarla Ahuja knew shattered. Partition ripped Sarla’s family from their home, leaving them adrift in a sea of uncertainty. Scars etched deep, they crossed the border, carrying the weight of displacement. 

Yet, amidst the ashes, a flicker ignited within young Sarla. It was a whisper of dreams refusing to be extinguished. This is where our story begins.. the beginning of an incredible journey.

And Motherhood

The odds were stacked against her. But Sarla wasn’t one to bow. She craved more than the confines of domesticity.

Sewing, a skill passed down from her mother, became her first brushstroke on the canvas of her ambition. Motherhood, however, paused the painting.

Undeterred, she moved forward.

At 22, Sarla Ahuja stepped into a factory, needle in hand, determined to support her family. However, juggling home and work proved too much, and she quit to take care of her home.

But she was not fazed. Saving relentlessly for two years, in 1974, with just ₹5,000, Sarla took the plunge. Standing tall before established exporters, she refused to be silenced, and Shahi Exports was born not in a gleaming office but in the heart of Ranjit Nagar, Delhi.

With export orders flowing in, Sarla employed 15 women from her neighborhood to fulfill a capacity of around 200 pieces daily. 

Challenges Galore

Sarla Ahuja faced constant complaints from neighbors about workers walking in and out of her home-cum-unit and lounging about drinking tea. 

But Sarla kept going, often handling tasks and working until midnight to finish last-minute orders. Soon, she exported clothes directly to America and Europe using her network! 

She may have toiled in a patriarchal society when women had little independence and power, but she made it her mission to empower women. 

Visiting slums nearby and encouraging women to work with her was challenging. The men wouldn’t let their women work and even threatened Sarla.

The Next Generation Joins

Sarla Ahuja’s young sons, Harish, and Sunil Ahuja, would help her after she returned from school and college.

Fast forward a few years, and they joined the family business in the ’90s, starting a new chapter. With their foresight, hard work, and export quotas out of the picture, Shahi Exports flourished.

Beyond Profits, Building Lives

In 2007, Shahi became the first company to pilot the life skills program, Personal Advancement and Career Enhancement (PACE) program by Gap Inc.

It empowers women with communication, time management, decision-making, and financial literacy. 

Over 75,000 women have benefited from the program, contributing to increased productivity and personal growth. 

Sujata’s PACE Story

Sujatha was a beneficiary of the PACE program. Starting her career as a worker, She was promoted to supervisor. The PACE program helped Sujata excel with her skills and confidence.

Her journey was documented in a GAP video, showcasing the transformative power of the PACE program. 

Success in Numbers

As of 2023, the home workshop unit has expanded into 51 factories across India, 2 weaving and processing mills, 75 million meters of woven fabric, and 85 million meters of fabric processing capacity.

Shahi Exports serves an extensive clientele, including Walmart, Gap Inc., Abercrombie & Fitch, Zara, PVH, Kohl’s, H&M, Target, and other renowned brands. 

What started with 10 women employees, Shahi Exports boasts a workforce of 86,000 women among its 115,000 employees, accounting for 68% of the total workforce.

People and Environment First

In its 50+ years, Sarla Ahuja has always placed people and the environment first.

It means creating a unique circular dress under its Cradle-to-Cradle (C2C) concept, which combines science and design to achieve sustainability, minimize environmental impact, and promote durability. 

Sarla’s grandson, Anant Ahuja, the Head of Organizational Development at Shahi, is committed to the company’s sustainable future.  

Sustainable Future

Shahi envisions supporting the long-term sustainability of the fashion industry by transitioning its operations to run entirely on renewable electricity.

The company has set up two solar power plants in Karnataka with 32 MW and 52 MW capacity, meeting 65% of their electricity needs. They’ve implemented an 8.57 MW wind energy plant in Maharashtra.

Integrating energy from process steam turbines, wind, and solar sources made it carbon neutral for 77% of its electricity consumption.

Tech-Transformation

Shahi Exports aims to use multi-cloud, AI, and other technologies to improve their key metrics, impacting growth and sustainability.

They have strategically partnered with 10 innovative startups, forming a collaborative force for digital transformation.

They utilize bots employing intelligent process automation to streamline repetitive, rule-based, predictable processes (RRP). 

The Legacy Continues

Shahi Exports now prioritizes key factors like increasing revenue, managing costs efficiently, minimizing environmental impact, and cultivating positive relationships with all stakeholders. 

At 88, Sarla may have slowed down and retired due to ill health, but her legacy burns bright. Sarla’s grandsons, Anant and Anand, are poised to carry the torch forward, ensuring Shahi’s impact transcends generations.

We always go, ‘Aww!’ at our kids’ drawings and stick them up on the fridge. Whether they are tiny stick figures with big heads or a dog that looks like a potato with sticks for legs, we proudly show them off to anyone and everyone. 

But today, we have the story of someone who started narrating folktales through her wall art when she was just six. The tales were so evocative that other villagers asked her to decorate their homes during festivals. One of the most famous female artists in India today, this Padma Shri 2022 awardee inspires other women in the country. She has a story worth exploring for someone who did not get a formal education. 

If you are wondering who this artist is, Read on to know

Durgabai Vyam didn’t grow up dreaming of art galleries or international fame. Yet, her art once decorated village walls and now captivates audiences worldwide. As a Gond artist, she’s a strong voice for resilience and empowerment!

Cravings can strike anytime, anywhere. Whether it’s a movie night, a friend’s surprise visit, or the aftermath of a tough day, we’ve all given in to the charm of chips, cookies, and other convenient, yet often unhealthy, snacks. But have we ever stopped considering the hidden costs of these “guilty pleasures” on our health and well-being?

Today, we have the story of a busy professional who was once just like us. Her diet was a minefield of processed snacks, and her love for unhealthy snacking left her feeling sluggish. But unlike most of us who gave in to the cycle, she did something extraordinary. She sparked a revolution, not just in her own life but in the lives of countless others.

Want to know who we are talking about? Read on 

This Women’s Day, let’s celebrate the spirit of Ahana Gautam, the unjunking of snacks, and the power of women to create a healthier, more equitable world, one delicious bite at a time.