This is a story –A business venture that was not meant to be.

Two urban-slum girls, studying in 10^th and 11^th class, were looking for part-time job to support their education expenses. Their father’s work was not doing too well at that time and due to financial challenges he was planning to send them back to the village.

These girls knew one bindaas woman, who was forever involved in something new and was well connected socially. They met her with the thought that she would be able to find them some work.

They little knew that her latest adventure was to make a very special Matthi (Now called Regular Matthi) for her family and friends, which was her late mother’s recipe. Her friends wanted to pay for the Matthi she made for them but that was not acceptable to her.

Cosmic intervention—her friends wanted to pay for Matthi and young girls looking for an option to earn for their education expense.

When they met her she told them she could not find them a job as they were too young and their safety was her concern. But if they were willing to come to her house for an hour and help her in the kitchen to make Matthi, she would sell enough Matthi to pay for their education.

And it began

In 3 days, they made 4 kilos of Matthi and sold it to known people for 900 bucks.

Two days later, her very dear school friend, who was making pickles, called to say “I am putting up a kiosk for selling Pickles, why don’t you give me your Matthi and I could sell that too”

Now that the Matthi was going to be sold to unknown people, it had to be given an identity. Her sons insisted that since it was Naani’s recipe, it should be named after her.

The dawn of the brand ‘Naani ki Matthi’

In 2 days, they sold enough to pay for one girl’s school fee for one month.

Next thought—why don’t we put up a table in a high-rise condo and get the residents to taste the Matthi? If they liked it, they would buy.

Beginning of the sales and marketing module—Taste and buy

For tasting, she decided to make coin sized Matthi, thinking people could taste the bite sized Matthi easily and buy the Regular Matthi.

Accidental innovation: People wanted the coin sized Matthi too, as it was easier to eat and serve—Birth of Cocktail Matthi.

People started to reorder and it seemed that Naani Ki Matthi could take care of the education expense for the girls but needed more time and people. Next day, the girls came back and told her that their mother would like to help—a woman who was a house wife and had never stepped out to work. The mother was inspired by the fact that she could support her girls’ education

Another thought–Everybody working for Naani ki Matthi would have to educate their own children or contribute to support another child. Maybe future CSR

Now her thoughts were about how and where to sell and the call came—“We tasted your Matthi at the condo. We organize lifestyle exhibitions. Would you like to exhibit with us?”

The first exhibition was at Epicenter, Gurgaon. In 3 days 60 kilo was sold. It may seem a very small amount for a business but a huge jump from making 4 kilos in 3 days.

From then, it was on the roll. Exhibition after exhibition, it was as if Naani Ki Matthi was pushing her rather than she pushing the business. No business plan, no future projections, just make Matthi and sell.

She decided she will stand at each stall herself to test the market and get feedback. People started asking for more products and new products are added only on customer demand.

With time, the girls have moved on with their studies, one is studying BA and the other one has taken admission in a university for studying Law. Their mother became the kitchen supervisor and 4 more women joined. All are educating their children in decent schools.

An area has been earmarked for the kids, with toys, encyclopaedias, story books, colouring material etc., where kids can spend time while their mothers work. This is the biggest bonus for her as she loves spending time with children.

There are 17 products now and more will be added as customers demand.

Today, Naani ki Matthi is poised for another leap. Separate office has been taken up; licensing and regulatory requirements are under process. It now has online presence and will shortly have exclusive shelves in earmarked stores.

The brand enjoys tremendous goodwill for quality and purity and is positioned as a premium brand

And the women behind it insists

* I am not a cook/chef

* This work is driven by customer goodwill

* Our women work with passion

* We have reached this point with the support of family and friends

* The exhibition organizers have greatly helped us in promoting Naani ki Matthi

*This business was not meant to be but IT IS