Laddoos for Fitness and Celebration by Khauwala & Co. The Iconic Indian Traditional Foods Brand

The Indian food and beverage market ought to stake its claim as being one of the most dynamic markets in the world. Then comes the ready to eat/drink segment where varieties and tastes change in every state, with a few items being truly national dishes. Every packaged food and beverage you see in your department store shelf emerged from the hard work and grit of passionate individuals, families and workers who’ve put their heart and soul into making the best possible recipe. 

Finally, at the end comes the impartial judgement of the end customer who has to part with their hard-earned money for moments of savoury delight. Food and beverage habits are shaped by traditional Indian communities, shaped over decades and centuries of experimentation. Indian cuisine is a sheer delight all over the world. Yet, at this point in time, there is a sense of change in the air. We are witnessing the transformation of several brands into national and international players, both in the B2C and B2B segments. 

Today, at Bangalore Insider we spoke to Devangi Patankar, Co-founder & Director, Khauwala & Co. about her plans to empower one of India’s prominent traditional food and beverage brands into a 21st century modern brand loved by a passionate community of people. Below are the excerpts from our interaction.  

Article to be attributed to Devangi Patankar, Co-Founder & Director, Khauwala & Co.

Give a brief info about your startup?

Founded in 1950 by Mr Vasant Patankar, Khauwala & Co is one of the most prominent Indian traditional food and beverages brands in the country. The iconic brand with its unique offerings and an unmatched legacy is the classic example of ‘humble beginning to lofty heights’ brought about by constant devotion and effort of subsequent generations of the Patankar family.

The saga has its roots in a humble shop named Patankar and Mandali on the bustling Bajirao Road in Pune, that opened its doors to the first customers over 70 years ago. The perfection of desi flavours through recipes handed down by one generation to another, coupled with the forward-thinking approach, quickly made the Punekars affectionately call the brand as Khauwale Patankar. It is this intricate bonding between art, culture and traditional food products that made Khauwale as a one-of-its-kind brand that is not just serving the goodness of classic Indian food, but also the arts, culture, and the rich heritage of India.

Today, Khauwala and Co is spearheading the legacy of the brand by giving it a contemporary touch and turning it into a globally renowned Ready-To-Eat (RTE) snack brand. The company aims to use state-of-the-art production and packaging machinery which delivers consistency of taste with a minimum touch approach. Over seventy plus years of delivering lip smacking, healthy and hygienic range of products such as flours, pickles, chutneys, masalas, to laddoos, namkeens and syrups, gives Khauwala a head-start in the race to connect with every foodie on the planet! Thus, at Khauwala, we are making efforts to familiarize the whole world with the richness of taste, nutrition, and aromas that Indian traditional food is all about. With its proven, premium quality and hygienic Indian savouries, the brand is winning the hearts of its ever- increasing number of patrons. The vision of Mr Vasant Patankar was turned into an iconic brand by Mr Ramesh Patankar, the second-generation businessman from the family. I am carrying forward the baton. 

What made you start your startup and what problem does it solve?

Through Khauwala and Co. my aim is to harness the wealth of my mother’s experience, and my own in-depth understanding of the global food business. I wish to transform the brand into a state-of-the-art Indian Ready-to-Eat label with a global footprint. Hygiene and nutrition of food are two of the biggest focus areas today, and that’s where we are creating an unmatched experience in the market. Whether it be the state-of-the-art minimal contact production and packaging or the unmistakable package design bearing touch of traditional Indian art, we have left no stone unturned in making the brand truly one-of-its-kind.

Tell us about yourself, your previous jobs/ventures? What were you doing before this startup?

I started my career when I was 5, when I played my first nationals. I have completed all my norms for International Woman Master. I also have also earned a three-time Commonwealth Gold Medal title in Chess and have represented India for over 12 years at the international level. By qualification I have done my B. Com post which I consciously took a step back after college and worked as a research analyst for a year in Mumbai. Then I went to London to do my MBA in luxury brand management. I took the entrepreneurial plunge by taking over the reins of Patankar Events, my family’s event design and management business in Pune. In the year 2018, IPSA (California Survey) declared Patankar Events to be the Best Traditional Event Management Company. We had also started expanding to Mumbai and Goa till the pandemic happened and it was during this time that we thought of starting Khauwala. There was a lot of demand wherein customers wanted us to reach out to them with our products and the pandemic propelled us to take that decision. We decided to get into manufacturing first and then the B2B sector. This was in August 2020 and in 2021 we were able to launch. 

Where is your startup based? Why do you think that is the best place for you?

The startup is based out of Shukrawar Peth in Pune. It is a very good place because of its central location, right next to the biggest raw material market. This is the reason we never have challenges around running short of material especially during peak demand season. We have our own space as well which is a big advantage in the current scenario. It was a no-brainer to start our unit here. Pune is also the best place for a startup since it is a city ripe with opportunity. It has changed drastically in the last 20 years and is expanding. There are many families moving their base to Pune. 

As a startup founder, what are you paranoid about? What keeps you awake at night?

At this point, everything keeps me awake at night. There are new challenges every day since we are a startup but that is exactly what also makes this journey exciting. However, I am cautious about the market reaction post pandemic. People are still very careful and focusing on great quality. This is where if we stick to our mission of giving a good-quality, hygienic, tasty, and well-packaged product, in 6 months we would be in a very good position to expand rapidly. The onslaught of daily challenges is also scary since it comes in from all sides. In the food sector particularly, everything seems to have changed post pandemic. There are many things to unlearn in the new normal and this is a very interesting challenge in the FMCG food sector. 

Who are your competitors and how are you better than them?

Currently, there are isolated players all over the country just for mithai, for bhakarwadi, etc. There are certain brands that offer only namkeens. Brands that are famous for their local snacks and very exclusive to their region. Only a handful of brands offer the entire range including ready to eat, mithai, namkeens, etc. This is where Khauwala stands out since it addresses all these aspects. From good-quality millets and grains to masalas, we have everything, something that is an outcome of having perfected recipes over decades. This is also a major reason why consumers prefer our products. Every process that we follow is done in house which means that the quality, taste or even packaging is not compromised. There is minimal to no human touch. All these are things that will also matter most to consumers in the post-pandemic scenario. At Khauwala, we have a 70-year-old head start and goodwill and are appreciated by people all across the globe. People have the assurance that our products will be top quality, which puts us in a unique position to expand into the B2B and manufacturing segment. Additionally, we possess the recipes, knowhow and education required to get the products into the market. 

How hard is it to have a work-life balance as a startup founder and how do you manage it?

I do not think I am managing it well honestly. Like I said, there are new challenges every day, so I have been dealing with a lot of things hands-on since the time I wake up. I am trying to strike a balance because that helps in increasing productivity and giving your 100%. I try to exercise, and I am also challenging my brain by learning a new language. Apart from this, I am a voracious reader. All of these help me destress. 

Have you raised funding? If yes, then we would like to know the details. If no then please tell us if you are looking to raise.

We have not raised funding, but we would definitely like to. 

What’s the biggest misconception people have about you? Why do they have that? What’s the reality?

Right now, in Pune, everyone continues to associate Khauwale Patankar and Khauwala and Co. together. This works in a lot of ways because there is a certain amount of goodwill attached. The downside is that they think we are only type casted to represent a region or a community of India and not as the taste of India as a whole. They feel that the taste will be very localised and not pan India which is the most common misconception.

Second, in terms of pricing, people associate it with Khauwale Patankar. Although we have a competitive pricing, they feel that the products are a little more expensive. However, since Khauwale has become a household name in the last few decades, loyal customers have certainly developed a rapport with the brand and customers are well aware of the fact that they are indulging in a premium product. And we have never compromised on the product quality and have always delivered as per standards. Going forward we will continue consistently delivering on the premium aspect with a sustained supply and periodic launches. This way people will always look out for something new and enable us to create our own niche, rooting out misconceptions. 

What gets you excited about this company?

I think just the fact that Khauwala has entered the B2B manufacturing space where there is so much to do is very exciting. One of the things that any food startup struggles with is a good product. Since taste is very subjective, people may or may not like your product or have a rational reasoning for disliking it. There is no coherent or logical reasoning behind this. This is why many startups are hesitant to branch out to new launches or products. The most exciting part for us at Khauwala is that we have a goldmine of really good recipes across the sections. For instance, we have very popular pickle and masala recipes for which there is a very loyal customer base. Now we are bringing all this expertise and experience and manufacturing it ourselves which will only enhance all our offerings. Another thing that is exciting is our unique products. For instance, even in a laddoo range, we have a normal, healthy, and even a seasonal range — say for pregnant women. These are lesser-known recipes, and we are trying to make it very day to day. We have taken recipes from rural areas and perfected them, bringing these to the market. Even with our sauces and syrups, people have found cooking becomes easier with a bit of twist or sophistication added to recipes. 

Tell us how a day in your life looks like? Your schedule for a day right from the time you get up till you hit the bed at night.

Right now, my schedule is very dynamic because there are new things happening every day. My day starts at 7:30 am with a morning exercise session. I have black coffee and make a to-do list which gives me clarity on my day ahead. Then I get ready and go to the office around 9:30. Every day, there is something new to look forward to. The staff is very enthusiastic with new ideas on how to make recipes and the workplace better. The best part is we are an all-women army so there is a lot of banter and gossip apart from work. We have a short break at 1:30 pm with an in-office lunch. We have meetings in the evening and start winding up there onwards. I am back at 6 pm and from 7 pm onwards I get my time. I am trying to find a work-life balance now by not working post 7 pm. I either read, catch up on news or call a friend, etc. I am also learning a new language. There are times when there is a lot of work so things go to the backburner. But we still try to maintain a balance. 

Tell us about your team and how did you meet each other?

My team is small currently and I have handpicked everyone, working closely daily. I met all of them through common friends, associates, and colleagues. We have a shared acquaintance, so we did not really start from scratch, except the actual staff whom we hired through a proper process. It is important for team members to have an understanding and a matching wavelength. This is how partnerships become productive. I should say I have been very lucky in terms of getting a strong and self-motivated team.