Thiruvananthapuram: One of the popular fruits of India is jackfruit. The ripe jackfruit has demand across the country, and the vegan movement has only boosted the popularity of this superfood, which is often described as a great replacement for meat. A huge quantity of unripe jackfruit is now exported to western countries.
However, the biggest challenge faced by jackfruit lovers is that there are not many value-added products. Another problem is that it is available only for a few months a year. While this tropical fruit grows only in a few places across the country, a major challenge that growers see is the lack of market access.
Even though it is grown widely in the rural parts of Southern India, farmers are failing to transport it to big cities where customers are located. According to a traditional estimation, around 80% of the jackfruit produced in the country ends up as fodder for livestock. Even though the state and central governments have launched several initiatives to help the growers, they are not giving desired results.
As a solution for all these challenges, an entrepreneur from Kerala is now taking the biggest medicinal quality of the jackfruit to the nook and corner of the country and many foreign countries. His success story is inspiring many to take up innovative experiments in the food processing industry. He has brought value to the jackfruit through his value-added products.
Jackfruit 365
This is the story of ‘jackfruit365‘, which has become a popular brand in the country. This startup is engaged in selling jackfruit value-added products. Here is an interesting story behind this startup. The founder of Jackfruit365 is James Joseph, who is 50-years-old. Three years ago, he developed green jackfruit powder for diabetic patients, which is now available in the worldwide market. The company mainly deals with jackfruit powder, and the success story of this brand is inspirational.
Basically, James is from the corporate world. He has over two decades of experience in manufacturing, sales, and marketing fields across the globe including India. He worked for renowned companies like Microsoft, 3M, and Ford. However, he quit Microsoft in the year 2012 to start his own industry in Kerala.
James pursued his initial education at Depaul, Kuravilangad. Between 1988 – 1992, he studied Mechanical Engineering at the College of Engineering, Trivandrum, which is now called Thiruvananthapuram. Between 1996 and 1997 he pursued a Master in the Field Of Study in Engineering Business Management at the University of Warwick.
James had a special liking for jackfruit and was always unhappy with the fact that his favorite fruit was seasonal. That is when an idea on starting something to ensure that jackfruit is available around the year cropped up in his mind.
A year after quitting Microsoft, he launched this startup in 2013. His vision was to create an organized market for the most underestimated fruit in the country. The goal was to change the popular perception from ‘Ayye’ Jackfruit (ashamed to eat) to ‘AHA’ Jackfruit –Aspirational, Healthy, and Affordable.
The journey
Initially, his aim was to make the people understand the importance of jackfruit products. So, he introduced the jackfruit menu in five-star hotels in India. With excellent support from chefs, many five-star restaurants became Jackfruit365 consumers.
In the second year, he decided to make the people understand the health benefits of consuming jackfruit. With the help of doctors and others, he proved that raw jackfruit is a healthy alternative to rice and wheat to control diabetes and reduce weight. He is now successful in making people understand that jackfruit is a replacement for regular meals. Later, he invented jackfruit powder using freeze-dried jackfruit. This powder can be powdered easily, and combined with traditional meals, making it more fibrous and healthier, without changing the taste of the dish.
Presently, the jackfruit product is available across Kerala and other southern states. He is involved in buying the jackfruit from individual farmers instead of any company. The company’s factory is located in Kothamangalam.
James Joseph is following the scientific route even in the procurement of jackfruit. He doesn’t buy jackfruit simultaneously from all the places. He starts buying from the southernmost tip of Kerala bordering Tamil Nadu. The reason is monsoon starts from this point. Once rain hits jack fruits, it may adversely affect the quality. Later, he moves to central Kerala. After central Kerala, he starts procuring from the hilly ranges of the state.
“My aim is accessing jackfruit even in North Karnataka, the North East, Sri Lanka, Venezuela, and other countries from the equatorial belt,” he says. Besides online platforms, his product is available in around 5,000 shops in Kerala.
Kalam, an inspiration:
Like lakhs of Indians who always take inspiration from the former president of India APJ Abdul Kalam, James is also influenced by him. After reading his book ‘God Own Office’, Kalam had invited him to Rashtrapati Bhavan, where he discussed the project with Kalam. With his blessings now he is expanding the market across the country.
