BakeryBiz, May-Jun, 2021
What started as an initiative to provide a healthy, hygienic and vegetarian loaf of bread, has today become a popular brand name, synonymous to hygiene and quality in western Maharashtra. The legacy of this unique bakery started way back in 1997 when Late Shri Dilip Chande opened up the first outlet of the bakery in Ahmednagar, Maharashtra.
The story goes that a packet of bread was brought into the house. When unpacked and found to be stale, it was returned to the baker who blatantly refused to accept his fault and leveled allegations of wrongdoing on the part of the buyer. The reason for him to be starting with the bakery was because there were no other bakers in the region at that point of time who were providing pure vegetarian quality product with hygiene standards.
Forced into thinking for a solution to the problem, and thinking about many more such bakery products which were totally unaccounted for in terms of their quality with no date of expiry, Late Shri Dilip Chande decided to do some research and step into the bakery business. From the family business of making soap, he decided to take a plunge into the food business. Even though he was discouraged by many to not step into this arena, he was determined and undertook a short term course from Rahuri Krishi Vidyapeeth to understand the nuances of the business. He was guided by the Dean of the institute Mr Dhotre and supported by his close relatives, owners of Mumbai-based (Ville Parle) Thakkar Bakers (Mr Dinesh and Mr Girish Thakkar).
Jai Jalaram Food Products was unveiled as a small 150 sq ft outlet, with a 450 sq ft kitchen, in the city of Ahmednagar. The seeds of Jai Jalaram Food Products were sowed with the USP of creating vegetarian bakery products, provided to customers in hygienic packaging. From the first day, emphasis was on hygiene, and it was ensured that products were produced and packaged in such a way that dirt and other unwanted substances were kept at bay. Accredited for creating perhaps the first eggless (all veg) cake in the region, and with very high standards of quality and hygiene, the brand continues to get a lot of accolades from the patrons.
Almost a quarter-century away from the initial launch, the vibrant branding continues to be an attraction point for their customers (refer image 1 – branding continues to be the same even after over two decades). Jai Jalaram Food Products opened their second outlet in the year 2000 and as of date, the group has a total of 9 outlets spread across Ahmednagar, including two outlets in Pune.
“While there are many offers to open new outlets; we are taking one step at a time. Our focus has been on ensuring that we manage to reach out to all people in our region first and then move out. We have been getting offers to export our range of products, but our belief system is that good products should first be offered to and consumed locally, thereafter the same should be provided to others,” informed Nakul Chande, son of the legendary baker. Before entering the Pune market, the company set up a distribution network in Aurangabad and ensured their product availability through the entire route coming into Pune.
With a product range comprising of 60 SKUs, Jai Jalaram Food Products is in no rush to add new products to their range. Some of their products which have been a favourite and have been sought after include, Khari, Rusk, Jeera Cookies, Cup-cakes, Nan Khatai, Khakhara, bread, buns, etc.
An inspiration to many, Dilip Chande was instrumental in helping many set up a successful bakery. His in-depth knowledge about bakery machinery used to help him guide many and help existing bakers in smooth functioning. He was often heard introducing himself by saying, “By education, I am an SSC , engineer by passion, and a baker by profession.” People who met him used to tell him you don’t seem to be just SSC pass but an MBA . To that he used to funnily reply, “who said I am not an MBA , I am one ‘Masters of BAKERY Administration’. Late Dilip Chande, who believed that one should be living in present, and success is definitely going to be with them, was recognised as Nagar Icon in 2014.
“His love for machines was evident. He was so interested in the machines that at most times he took care of them in such a manner that the annual AMC’s provided by the machine manufacturers was never utilised,” informed a proud son, Nakul Chande. Remembering his superhero, Nakul informed, “My father was offered patent for innovations which he brought about in one of the machines manufactured by a leading bakery machine supplier. He refused the patent stating that his innovation was not for earning but it was undertaken as his duty towards his industry counterparts. He was happy that his efforts resulting in increased production, saving resources and ultimately led to better business dynamics not just for himself, but for the industry at large.”
The company would be completing 25 years of their brand presence next year. “We would be completing 25 years of our brands success and its values next year. Money is important, but not instrumental. It will come and go, but we as an organisation will continue to stick to our core and keep our focus intact on our brand values and continue to contribute towards national development. We ensure that a part of our efforts and earnings goes towards nation-building,” informed Nakul.
