Mukhwaswala

from Research : Communities and Vendors of Old City, Ahmedabad

Kalai

Smita Jasani and Dipak Jasani

Mukhwas is an after-meal snack or digestive aid widely used as a mouth freshener.

Smita Jasani is the founder of Flavours, premium quality, home made mukhwas. She runs the business along with her husband, Dipak Jasani, who is an electrical engineer. They make over 30 varieties of mukhwas and package it from their home itself. They supply mukhwas to Ahmedabad, Mumbai, Delhi, Bangalore, Surat, Hyderabad, Bhuj and Kolkata. They also supply to customers in US and UK. Even though they supply to many places, the marketing done is through word of mouth and exhibitions.

They sell in wholesale and in retail in packs of minimum 100 g and have also started selling on online platforms. The shelf life of the mukhwas, once opened, is 6 months as it “hawai jai” (becomes less crunchy).

Smitaben started making Rajwadi and Kapoori paan in 2007 at her house in Mumbai. She distributed it to her relatives during Rakhsabandhan. Having liked it, they placed orders for more and recommended her to their other relatives and friends. That is how she started the business.

She then started making dry mukhwas and experimented with different mixtures and made several varieties. These included unique mukhwas for diabetic patients which was sugar free, mukhwas for acidity which was in powder form so that elderly could also eat it. She also started making healthy options like mukhwas with oats, dry fruits and seeds.

One of their neighbours also made mukhwas and when she found the different varieties Smitaben made she replicated the recipes.

So as a business strategy, she made the acidity mukhwas in powder form so that the recipe could not be replicated. Also as a strategy, they do not supply to more than one shop in an area.

They shifted to Ahmedabad in 2015 to stay with their son and daughter-in-law. After shifting, Dipakbhai also joined Smitaben in the business full time and they registered the company. They used to make and package mukhwas themselves but as the business increased they hired two more people to help them with the process.

The mukhwas is still made by Smitaben but the mixing and packaging is done by the helpers. This gave Dipakbhai an opportunity to find retail stores who could sell their mukhwas.

They make mukhwas everyday. They mix 10-15 ingredients to each of the mukhwas and make minimum 5 kg of mukhwas at once for proper mixing. They make a little extra than required so that they can deliver to urgent orders.

They supply the mukhwas, in labelled packaging, through courier services in Ahmedabad and to other cities, through a bus service. They supply mukhwas in loose packets to the local shops. They also make gift hampers during festivals.

The reason for the premium quality of mukhwas is the quality of ingredients they use, the cleanliness of the workplace and also that they roast the ingredients 2-3 times for good taste.

Initially, they used to roast the ingredients at home in a microwave but as the quantity increased they get the some ingredients roasted outside at a fixed place in a big tawa. As the business grew, they needed more space so they shifted to another house and the old one is fully dedicated to the business.

They work from 9:00 in the morning to 7:00 in the evening and their helpers work till 5:00 in the evening. If needed, Smitaben and Dipakbhai work till late and on Sundays to deliver the orders. They make mukhwas throughout the year but their business is slow during summer.

They get the 80% of the ingredients from Mumbai because of the premium quality. They buy dhana ni dal and other basic ingredients from Madhupura market, Ahmedabad. They do not buy materials from Ahmedabad as the quality is less to decrease the price.

Initially, Dipakbhai used to go to buy the ingredients himself but now he has a fixed rickshawala who brings it for him. They usually do not have any wastage but if they have any they throw it away.

Smitaben and Dipakbhai have been supplying mukhwas to The House of MG since the past 4 years.

They supply 12-13 varieties of mukhwas which are displayed in the retail store of Ahmedabad Trunk and also served in Agashiye. They had come for dinner at the Greenhouse and they inquired whether the restaurant had a requirement for mukhwas. They had a word about this with Manishbhai and then met with Abhay Mangaldas who appreciated the quality and ordered the mukhwas.

They receive an order twice a month and when it is off season, once a month. The order is sent in 3-4 days in a fixed rickshaw. The House of MG believes in quantity food products and so they order mukhwas from Smitaben and Dipakbhai. They have maintained the taste of the mukhwas throughout the years because of the specific recipe followed by them. Their motto is that “je ape ghare nathi khata, bija ne nathi khavdanvta”(what we do not eat at home, we do not feed to others).