DESI JUGAAD is a trailblazing retail venture in the street food category located in the bustling city of Ahmedabad, Gujarat. With a strong focus on serving lip-smacking and healthy homemade food varieties, the venture has quickly become a favorite among food enthusiasts. What sets DESI JUGAAD apart is its commitment to health, hygiene, and nutrition at affordable prices. Moreover, it is a unique retail concept outlet that can be efficiently handled by women, empowering them in the entrepreneurial landscape.
The founder of DESI JUGAAD, Parul Attarwala Sharma, has an inspiring journey that exemplifies determination and resilience. Despite facing academic challenges, including failing in tenth grade, Parul never lost sight of her goals. She went on to pursue two bachelor’s degrees and two master’s degrees, becoming a dynamic individual with a strong academic background in Economics and Education.
With a remarkable 15-year tenure at Kadi Sarva Vishwavidyalaya University in the education department, Parul received valuable support from the university for her endeavors. Both DESI JUGAAD and her philanthropic initiative, Vhum Foundation, were nurtured by the university’s backing, facilitating their development and growth.
DESI JUGAAD
The idea for DESI JUGAAD was sparked during a training program on women empowerment and entrepreneurship organized by WEC EDII. Inspired by the concepts discussed during the training, Parul decided to venture into the food industry and create a platform for healthy and nutritious street food.
The team behind DESI JUGAAD conducted extensive surveys, identifying a gap in the market for quality breakfast options in the morning. To address this need, they introduced homemade healthy foods like Poha, Upama, Save Usal, and Thapala in their menu. Gradually, based on customer demand, they added popular snacks like sandwiches, dabeli, wadapav, bhel, samosa chaat, and more.
DESI JUGAAD offers an impressive menu of nearly 40 items, ranging from sandwiches, dabeli, wadapav, and bhel to samosa chaat, kachori chaat, yogurt papadi, Maggie, lassi, khichu, oats, and many others. Their emphasis on providing homemade, fresh, and healthy food options has garnered them a dedicated customer base.
Based in Ahmedabad, Gujarat, DESI JUGAAD caters to the local community, corporate clients, and hospitals. They have strategically positioned themselves to serve a wide range of customers with their delectable offerings.
DESI JUGAAD operates as a B2C retail counter, offering customers their delectable street food directly. Their revenue model relies on advertising through various channels, such as newspapers, search engines, and social media sites.
The key differentiator for DESI JUGAAD is their emphasis on serving healthy homemade fresh food at economical prices. This unique selling proposition sets them apart from conventional street food vendors and positions them as a preferred choice for health-conscious customers.
DESI JUGAAD’s vision encompasses continuous growth in dine-in and online sales, maximizing sustainability, consistent menu improvement, and organizing periodic events. Customer feedback plays a pivotal role in shaping their future endeavors, and they are dedicated to creating the perfect team to support their expansion plans.
DESI JUGAAD relies on social media campaigns, website optimization, SEO strategies, email marketing, and word-of-mouth referrals to drive business development, marketing, and branding efforts. Their customer acquisition strategies include promoting on social media, offering free WiFi, providing live music, collaborating with online ordering and food delivery apps, giving away gift cards, and leveraging social media influencers.
Parul firmly believes in collaborative business models and looks forward to exploring strategic collaborations with organizations in the near future. While DESI JUGAAD currently operates independently, the potential for impactful partnerships excites Parul, as it can amplify its social initiatives. In the next ten years, Parul envisions DESI JUGAAD as a thriving franchise model, expanding its presence across different regions.
VHUM
Parul’s entrepreneurial journey began in 2014 with the establishment of the VAHUM SOCIAL SELF HELP GROUP, now known as VHUM Foundation, with the mission to support underprivileged communities in Ahmedabad. Initially distributing food kits and aid, VHUM evolved to organize events and educational visits for women and children. Parul’s dedication garnered support from volunteers and esteemed organizations like MANAV SADHANA and KARMA YOG FOUNDATION, amplifying VHUM’s impact.
Beyond philanthropy, Parul wears multiple hats as a speaker, writer, and educator, advocating for women’s empowerment through her lectures at various institutes.
In collaboration with Manav Kalyan, VHUM aims to uplift underprivileged women and children in urban and rural Gujarat. Their programs focus on health and nutrition, empowering women, workshops, outdoor activities, and community festivals, enhancing the overall quality of life for those served.
VHUM and Manav Kalyan’s collaborative approach involves partnerships with NGOs, hospitals, and Desi Jugaad Nasta House for better resource utilization.
The larger vision of VHUM SOCIAL SELF HELP GROUP revolves around education, nutrition, health, hygiene, livelihoods, and disaster relief for disadvantaged communities. Over the next decade, they aspire to become a leading NGO, fostering a compassionate society through inclusive initiatives.
By embracing innovation and diverse collaborations, VHUM SOCIAL SELF HELP GROUP aims to lead social change, leaving a lasting impact on the lives of the marginalized, and empowering them for a brighter future.
To those who are today’s youth wealth of India, I just want to say that India needs you today. Today the youth of India are going to live in countries like Canada or America But one appeal to the youth of today is to stay in India and work for India. Every work done by you will take India to the next stage of development. Today India needs an educated young generation in each and every field.
– Parul Attarwala Sharma
Business Challenges and Success
- Starting from Scratch: Venturing into entrepreneurship without prior experience after a 15-year job posed the most significant challenge for Parul. The transition from a 9-to-5 job to running a business 24*7 brought numerous hurdles, including questions about managing costs, staff, and location.
- Operating a Small Outlet: Desi Jugaad’s small counter made it challenging to have a large staff, leading Parul to step in and work on her own when the staff was on leave. This presented operational difficulties in managing the business efficiently.
- High Expenses and Quality Standards: Unlike roadside businesses with low fixed costs, Desi Jugaad faced higher expenses due to operating from a small outlet. Additionally, maintaining high-quality standards increased costs, impacting profit margins.
- COVID-19 Impact: The pandemic severely affected the food service sector, leading to the closure of Desi Jugaad’s outlet for three months. However, Parul’s creative thinking and quick actions, such as supplying Poha and Upma to hospitals and NGOs, helped sustain the business during tough times.
Success in Social Upliftment:
- Economic and Fundraising Challenges: As an NGO, VHUM Social Self Help Group encountered significant economic challenges while taking up multiple projects to address the needs of children and women. Securing financial assistance for each project, especially concepts like “Each One Feed One” and “Each One Teach One,” was difficult.
- Transition to an Offline NGO: Moving Vhum Social Self Help Group from an online platform to an offline setup faced initial resistance from the community. However, Parul’s persistence and the initiation of offline activities gradually garnered more support and momentum for fundraising.
- Ongoing Challenges in Social Welfare: Despite their achievements, the vast scope of work in social welfare persists. Underprivileged areas in India face numerous issues, including low education levels, social customs, inadequate health facilities, and malnutrition among children and women. Parul emphasizes the need for collective efforts involving experts from diverse fields to address these challenges.
Despite the hurdles, Parul’s determination and innovative thinking have propelled her success in both business and social upliftment initiatives. By creatively addressing challenges and advocating for collective action, she has made a positive impact on society, particularly in underprivileged communities.
The Boldest Decision:
She says: The boldest decision I made was quitting my job and starting Desi Jugaad. It was a leap of faith, and I gave my all to make it work. I didn’t shy away from performing various tasks, even picking up dishes and cleaning tables. We also challenged gender norms in the food industry by providing opportunities for women to work at the desk. Along the way, we made significant decisions, such as offering healthy drinks and avoiding gas-based beverages.
Awards and Recognition:
- Over the years, Desi Jugaad has received several honors and recognitions. They were honored by Kadi Sarva Vishwavidyalaya University’s Sarva Naitrutva Program and Women Entrepreneur Cell.
- They were also recognized by Matrubhasa Abhiyan for running a library at our outlet and for implementing the “Each One Feed One” concept.
- She was named the Female Entrepreneur of the Year 2023 by Vyapar Jagat and received the Iconic Award 23, among many others.
- Award by Iconic Award: Honoring her contributions to children’s and women’s development.
- Award by Matru Bhasha Abhiyan: Celebrating her initiatives for the elderly through the “Dada Dadi No Otalo” program.
- Award by NSS Department of Kadi Sarva Vishwavidyalaya University: Recognizing her exceptional work in social contribution.
Work-Life Balance:
Balancing work, family, and social life can be challenging, but with the support of her family, it’s been possible. By setting a timetable and prioritizing tasks, she manages to give attention to both her family and business. Moreover, Desi Jugaad is now running efficiently in auto mode.
She is currently learning from motivational books, such as “Think and Grow Rich,” “The 7 Habits of Highly Effective People,” “Man’s Search for Meaning,” “The Alchemist,” and “The Power of Positive Thinking.” her idol and biggest motivator is Ratan Tata for his self-made success and inspiration to young entrepreneurs.
To young entrepreneurs and startups, my advice is to be patient and persistent. Success in business is a long-term journey that requires continuous support and dedication. Embrace challenges, learn from them, and keep innovating to ensure the success of your venture.
– Says Parul Attarwala Sharma
Conclusion
DESI JUGAAD’s journey from an idea to a revolutionary street food venture highlights the power of determination, innovation, and a vision for social impact. Parul Attarwala Sharma’s inspiring story, coupled with her commitment to serving wholesome food at economical prices, has made DESI JUGAAD a standout brand in the competitive food industry. With a clear vision for the future, Parul and her team are poised to continue transforming lives through their delectable offerings and social welfare initiatives.
