Let’s take a trip back to those childhood family getaways in Panchgani. The cool mountain breeze, the smell of fresh strawberries, and the excitement of stopping at roadside stalls to pick up jars of jam or jelly candies.
Remember bringing those jams home? Each spoonful of your bread felt like a little piece of the holiday, making breakfast much sweeter.
There’s one iconic brand behind your memories. It started in a small 8×12 kitchen with just ₹800. From making only strawberry jam, it now has 100+ products. From two, the number of employees is more than 1,000, and the brand spreads sweetness to 50+ million families.
Read on about India’s fruity favorite that’s more than a name on a jar.
In the Strawberry County
India’s strawberry county, Panchgani, was flooded with juicy, plump fruits in the 1950s.
But the farmers there were in a jam. Literally! Delicate strawberries and raspberries would spoil within 24 hours of picking and squashed under the slightest weight.
Farmers were forced to sell them at rock-bottom prices and were paid only for what they sold. As the rates fluctuated, their income remained uncertain.
Until a local pharmacist, Kishore Vora stepped in with a solution.?
Strawberries were the Answer
Armed with just a kerosene stove, some vessels, and a thermometer, Kishore, his wife Manjula, and their home cook worked tirelessly in a small 8 X 12 kitchen, with a total investment of ₹800.
After numerous trials, they perfected a recipe with an impressive 80% fruit content. Jams were packed into small jars labeled ‘Vora’s Jams,’ which Kishore sold at his pharmacy and zoomed on his Vespa scooter from place to place to sell the leftovers, offering farmers a fixed rate for their produce.
And so, Mapro was born — a name derived from the perfect blend of its origins: Mahabaleshwar Products.
India’s first Strawberry Crush
Mapro’s attempt to retain natural fruit goodness led to the creation of India’s first strawberry crush.
Mixing it with milk gave a delicious doodh cold drink, a desi alternative to colas. The product became an instant hit; sales shot up with word-of-mouth.
Vora expanded the operations from the small kitchen to three home units in Panchgani, where the team experimented with more ingredients and increased production.
Roadblocks from the FDA
Success didn’t come easy. Regulatory authorities like the FDA saw Kishore’s ideas as too unusual.
With no contacts, it became challenging for him to convince them, but he didn’t give up.
A chance meeting with an FDA director in Panchgani and the government’s push for the food processing industry in the region got him the approval he needed, and there was no looking back.
In 1978, Mapro was launched, expanding into fruit syrups, jellies, chocolates, and more.
Leaving Established Rivals Behind
Mapro’s crushes and squashes became instant hits with their 45% fruit juice content, giving biggies like Kissan and Mala’s a run for their money. Exclusive partnerships with local farmers ensured a steady supply of the best fruits.
First came the strawberry crush, and then Mapro offered more indulgences, such as rose syrup in 1969 and everyone’s favorite chewy strawberry delight, which would later be called Falero.
Did you know Falero was originally called Phal Le Lo (Have a fruit), but the letter ‘r’ replaced ‘l’ in lo to make it more pronounceable?
Handing Over the Reins
In 1983, Kishore Vora asked his 25-year-old IIM-Bangalore alum nephew, Mayur Vora, to join the company. Mentored by Kishore for a few years, Mayur streamlined the business, focusing on top-selling products and working on expansion, taking over the reins in 1988.
A Fruity Punch in Panchgani
Mayur took Mapro to the next level with a 2,000-square-foot factory, for which the company applied for its first bank loan of ₹15 lakh.
The loan was approved and worked for eight months. Disheartened by this treatment, Mayur vowed never to seek external funding or invest in advertising, choosing to let the quality of his products speak for itself.
Building Experiences with Mapro Gardens
Mapro grew and outgrew its factory at Panchgani. It expanded to Wai, where it designed a factory for visitors. And the best part?
You’ll still find a family member there, ready to welcome you personally. No trip to Panchgani, Wai, or Mahabaleshwar is complete without a visit to the Mapro Gardens.
In 1989, Mapro made things experiential with a charming retail outlet and cafe, Mapro Gardens, where visitors could witness the magic of jam-making firsthand and indulge in fruity treats.
Every year, 3 million people make memories at these gardens.
Beyond Fruity Delights
Mapro’s jam business is still strong; growth slowed down in 2005. Nikunj Vora, Mayur’s son, joined in 2008 and introduced Falero, called Phal Le Lo, a Rs. 1 pulpy fruit chew, now making up almost 50% of their revenue.
Next, he launched Mazaana chocolates in 2010, which are made with pure cocoa butter.
Of Sweetness
With treats crafted to delight, Mapro looks at a future as sweet as its past. From a small kitchen to producing 30,000 metric tonnes of fruity goodness, the brand is now set on a ₹1000 crore turnover by 2025.
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
