Roadside Vendor to Owning a Factory Successful Entrepreneurial Journey of a Value Addition - Food Processing Woman Entrepreneur
Smt. Krishna Yadav at present is a successful food processing entrepreneur based in Nazafgarh, Delhi. A native of Bulandshahar, U.P., she migrated along with her three kids to Delhi in search of livelihood after her husband lost his job in 1996. Motivational interventions and mentoring of scientists of Indian Agricultural Research Institute enabled her to establish her famed food processing enterprise Krishna Pickles which is not only a means of earning her family a livelihood but she is also managing a business of more than a crore turnover annually in a span of last ten years ( 2002-2012). The Start of the Journey: The family was passing through depressing times in 1995-1996 when her jobless husband was psychologically devastated. But it was her perseverance and courage which enabled the family to face hardships stoically and migrate to Delhi after borrowing Rs. 500/- from friends. Once in Delhi, the family sought employment as caretaker of Tyagi Farms in village Rewlala Khanpur owned by Commdt. B.S. Tyagi who developed an orchard of ber and karonda under guidance of scientists of Krishi Vigyan Kendra, Ujwa. The low price of these fruits in the market was a major concern to which value addition and processing activities were suggested as a probable solution by home- scientist of KVK. This was the stage of enterprise idea generation and Smt Krishna Yadav underwent a training of 3 months duration in food processing techniques during 2001-2001at KVK, Ujwa. The first value added products prepared after training were 100 Kg karonda (Carissa carandas) pickle and 5kg chilly pickle with an initial investment of Rs.3000/- fetching them a net profit of Rs. 5250/- after sale. The Initial Hiccups: A sense of achievement with taste of success propelled her to undertake production of karonda candy on a trial basis for few kgs. But it got spoiled and became 1
infested with fungus. It did not deter her from her set path and her problem solving abilities came to the fore. She discussed this with scientists and food technologists and was able to come up with the right product after following appropriate scientific methods of preservation. This reflects concern for growth of her enterprise by taking up diversified products. Marketing was done by her husband who sold these products on hand pushed cart (rehri) on a roadside in Najafgarh. People used to laugh and make fun that now pickles will also be sold on cart like loose vegetables. But the family persevered and stuck to their agenda in a focused manner. Karonda candy was a new product for the customers of the area which resulted in good response and profits. This experience gave her the confidence to move ahead towards her goal of establishing a full-fledged value addition enterprise and since then there was no looking back. The Present Scenario: From the starting days of karonda pickle and candy preparation, she is now manufacturing 87 types of products like various chutnies, pickles, preserves, murabbas etc. At present, approximately 500 quintals of fruits and vegetables are processed generating a turnover of more than Rs. 1 crore from the factory and providing employment to others. The products are manufactured as per FPO guidelines utilizing traditional recipes and innovative ideas aimed at niche commercial clientele. The products are aimed not only as tasty food treats but also for certain medicinal and cosmetic usages. For example, Aloe-vera gel has cosmetic properties, but Aloe-vera gel with turmeric provides relief to joint pains of elderly. A juice made of extracts of Karela (Momordica charantia)- Methi (Trigonella foenum-graecum) - Aloe vera is having usages for diabetic conditions. In 2006, she attended training at Division of Post Harvest Technology at IARI where she learnt to prepare fruit drinks using no chemical preservatives. Subsequently, she has signed a MOU with IARI for manufacturing Pusa Drinks based on Jamun(Syzygium cumini), Litchi (Litchi chinensis) , Mango (Mangifera indica), and Strawberry (Fragaria ananassa) etc. From a roadside vendor to an owner of a factory, she has come a long way. The construction of her four storied factory fitted with all modern style food processing facilities is in advanced stages whereby single floors are devoted to specific activities like drying, washing, cutting etc. 2
Marketing and Linkages Developed: She regularly participates in exhibition, melas, field days, seminars and conferences which provide visibility to her products and recognition to her efforts as an entrepreneur. This is a unique marketing strategy for brand establishment. Role of extension scientists of IARI has been critical in motivating her and providing mentorship for her agriculture based value addition enterprise. The marketing of her produce is done through four outlets/ shops, mobile vans, contract for bulk from BSF canteen, local marketing channels etc. She is able to manage her enterprise effortlessly with effective linkages developed with Government agencies for bulk orders, individual farmers for raw material availability, research institute for innovative technology and local women for seasonal help. Enterprise launching stage requires entrepreneurial competencies like initiative, innovativeness and risk taking behavior but sustaining an enterprise require effective networking skills, updating self with the recent technological breakthroughs, labour management, maintaining quality products and diversifying with new products keeping in view the changing customer preferences. Recognition and Award: Her case illustrate very well what a resource poor person can achieve with her perseverance, determination, hard work along with market savviness. Her success story has been published in many dailies with appropriate captions like “sadak se factory tak”, anpadh mahila ne kholi factory etc. On International Women’s Day (March 13, 2012), she was honoured by Smt Mamta Sharma, chairperson, National Commission for Women, as one among 25 Most Outstanding Women of India. She was honoured by featuring in NCW brochure along with other renowned achiever women like Smt Indra Nooyi, Dr. Sarojini Pritam, Smt Ila Pathak and others. She has also received many awards and honours for her achievements from other government and non government agencies. She has recently been shortlisted for ASPEE award. Lessons for Other Woman Entrepreneurs: Krishna Pickles case highlights that “it is possible to take small steps to create big things”. Success can be achieved with perseverance and a determination. 3
Quality processed products are very much in high demand in market, the key is diversified quality value added food products. Growth of enterprise can be facilitated by developing effective networking with all stakeholders and linkages. Many promotional marketing opportunities are available in the socio-economic environment of the entrepreneur which needs to be encashed on for enterprise visibility and brand development. The ability to continuously identify “what kind of products customer demands” is important in view of innovating aimed at fulfilling the gap in the market. PICTURES:
Smt Krishna Yadav showing her processed material in exhibition to Hon’ble State Agricultre Minister Sh. Harish Rawat
Final Packing after proper weighting
The mobile selling outlet of Krishna Pickles owned by Smt. Krishna Yadav
Smt Krishna Yadav at her factory outlet
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View of grinding section of the processing facilities at Krishna Pickles Yadav’s factory
View of processing section of Smt Krishna Yadav’s factory
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