Turning Laddus into Laddu Bars: Usha Shrotriya’s Entrepreneurial Leap at 62
At the age of 62, Usha Shrotriya reinvented her life and career by transforming traditional laddus into a modern health food. Her venture, Mama Nourish, merges age-old recipes with a contemporary twist, offering nutritious laddu bars that have captured the market’s imagination.
A Homemaker’s Journey to Entrepreneurship
Usha Shrotriya’s story is one of late-blooming entrepreneurship. For most of her life, she was dedicated to her family, creating delectable dishes for festivals and special occasions. Despite her educational background and unfulfilled career aspirations—ranging from becoming a daroga (policewoman) to running a transport business—her dreams took a backseat to family responsibilities.
It wasn’t until later in life that Shrotriya decided to channel her passion for cooking into a business. This decision was sparked by a simple yet profound observation: her traditional Gond laddus could be a healthier, more convenient option in the form of a bar.
The Inspiration Behind Mama Nourish
In 2021, during a visit to her son Yash Parashar in Mumbai, Shrotriya made Gond laddus for her daughter-in-law Apurva, who had just given birth. This traditional sweet, made from ghee, wheat flour, and jaggery, is known for its health benefits postpartum.
When Shrotriya’s daughter faced gestational diabetes, she adapted the recipe by substituting sugar with dates and dry fruits. Observing her son’s daily routine of packing cereal bars for work, Shrotriya saw an opportunity to innovate. After numerous trials—around 90, to be precise—she succeeded in turning her laddus into convenient laddu bars.
Turning Laddus into Laddu Bars: The Process
Shrotriya’s transition from laddus to bars was not instantaneous. It involved meticulous experimentation with ingredients such as:
- Moong dal
- Urad dal
- Bajra
- Dates and dry fruits
- Minimal ghee
Her relentless pursuit paid off when her son, Parashar, brought these bars to his workplace, where they received enthusiastic feedback. This success led to a market survey conducted by Parashar and his friend Kunal Goel. They discovered a strong demand for healthy, traditional food options among urban families.
The Launch of Mama Nourish
In October 2023, after refining the recipe and ensuring it could be mass-produced, Mama Nourish was born. The brand initially sold laddu bars through its website before expanding to platforms like Amazon. They utilised performance marketing tools on Facebook and Google, which quickly garnered attention, including a corporate order from Netflix.
Innovative Distribution and Growth
Mama Nourish’s growth strategy involved:
- Corporate Orders: Securing initial orders from high-profile clients like Netflix.
- Vending Machines: Distributing laddu bars in vending machines across major Indian airports and corporate offices.
- Outsourced Manufacturing: Partnering with an FSSAI- and FDA-certified facility for production while maintaining quality oversight.
The brand’s range includes:
- Mini Laddu Bars: Bite-sized versions for quick cravings.
- Standard Laddu Bars: Priced at Rs 70 for regular bars and Rs 40 for mini bars.
Expanding the Recipe Range
Shrotriya didn’t limit Mama Nourish to her recipes alone. She collaborated with experts to include:
- Kamarkas Laddus: From Saroj Madan, a former neighbour.
- Methi Laddus: From Suman Dhamane, a renowned grandmother from Ahmednagar and YouTube star.
Mama Nourish now offers a diverse range of 12 SKUs, ensuring a rich variety of traditional flavours.
The Future of Mama Nourish
Having initially bootstrapped the business, Mama Nourish has attracted angel investors. Parashar remains optimistic about the brand’s potential, noting:
- Purpose-driven Mission: To preserve and share traditional recipes with future generations.
- International Potential: Exploring opportunities in global markets.
Conclusion: A New Chapter in Health Foods
Usha Shrotriya’s journey from homemaker to entrepreneur is a testament to the power of perseverance and innovation. Mama Nourish not only offers a healthy twist on traditional laddus but also sets a precedent for how age-old recipes can be revitalised for modern tastes.
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