Taste the Authentic Flavors of Mithila

The Madhubani paintings of the Mithilanchal region in Bihar have gained global recognition thanks to local artisans who have been using this unique art form for generations. However, despite the fame and demand for Madhubani, the traditional Indian pickles, known as 'achaars', are now gaining popularity in the region.

In North India, women have traditionally made homemade pickles using vegetables, fruits, spices, and other ingredients. The hot and dry summers in the area allow the ingredients in pickles to acquire their intense flavors. Making pickles is a continuous process that requires patience, but they are an excellent way to preserve food naturally and are high in nutrients such as vitamin C.

Homemade achaars are incredibly versatile and can be made from a range of ingredients, including lemon, chilies, and even meat. They are becoming increasingly popular for their business potential, with JhaJi Store, a Bihar-based startup run by women, helping to define the rising small business scene in India.

The story behind the startup

Jha Ji Achaar is a startup business that was created by two sisters-in-law, Kalpana and Uma Jha, from Mithila. They were inspired to bring the authentic taste of Mithila to those who had left their home for work or school elsewhere. The two women have been exporting pickles to friends and family across the globe for over 30 years, and have now decided to commercialize their business.

Kalpana, a homemaker, and Uma, a teacher, both in their 50s, have decades of experience in making and exporting pickles. Due to Kalpana's husband's profession in the Indian Administrative Service, her family had to relocate frequently. However, once her husband retired, Kalpana decided to pursue her dream of starting her own business. With the support of her family, she started Jha Ji Achaar.

Starting a business as a married woman was not without its challenges, and Kalpana faced criticism from many people who believed that she should focus on her family instead. However, Kalpana was determined to make her dream come true and pursued her passion for making achaar.

Jha Ji Achaar is a testament to the perseverance of these two entrepreneurial women. Their dedication to their craft and passion for sharing the flavors of Mithila has led to the creation of a successful business that offers unique and delicious pickles to customers.

Aim of the startup

The company is committed to transparency and ethical practices and largely employs marginalized women. They have assembled a 15-person team to manage everything from pickling to sun-drying, sourcing, and packaging. They fund the cause of girl child’s education directly with 2% of the store’s revenues.

Jha Ji Achaar sources local, all-natural ingredients and spices from small-scale farmers and dealers in Samastipur and Muzaffarpur. Their pickles do not contain any artificial colors, preservatives, or other chemicals.

The startup has helped their family income triple in as little as a few months and has provided employment opportunities for underprivileged and unemployed people, many of whom have returned from urban cities to make a living in their homeland, Mithila.

Jha Ji Achaar's aim is to preserve the traditional methods of pickle-making and to provide customers with high-quality, all-natural pickles while also making a positive impact on their local community.

Sales

JhaJi Achaar has experienced significant growth since its launch. The company produces each batch of pickles with great care, allowing them to dry in the sun for up to 20 days. This process ensures that the pickles are of the highest quality and taste amazing.

Currently, JhaJi Achaar is capable of producing over 100 kilograms of pickles every day, which are supplied in 250-gram jars. The pickles are priced at Rs. 249 or Rs. 299 per jar, depending on the variety. The most popular flavors include Suran ka Achar, Garlic Mix Pickle, and Spicy Green Chilli pickle.

During the first three months of operation, JhaJi Achaar exclusively sold pickles in Delhi, signing up over 2500 customers via Facebook Ads. Since then, the business has expanded to Mumbai, Bengaluru, and Hyderabad, consistently processing 1000 orders every month, with some orders as large as 50-100kgs.

In December, the company's fortunes changed when it was featured on Shark Tank, a popular TV show. This coverage has significantly boosted the company's sales, allowing it to complete over 10,000 orders in early January 2022, with more than half of them coming after the episode aired on Sony TV. With such incredible growth, JhaJi Achaar is poised to become one of the most successful pickle makers in India, offering customers high-quality products at a reasonable price.

After Shark Tank, what happened to Jhaji?

Jha Ji Achaar after being featured on Shark Tank India. Though they did not get investment from the sharks, their sales skyrocketed after the show's broadcast. Within three weeks, they received over 4,000 orders.

The co-founders, Kalpana and Uma, impressed the judges with their authentic products, skills, and passion for the project. They asked for ?50 lakhs in exchange for 10% of their company's share, but none of the sharks invested in the business.

Despite the lack of investment, Jha Ji Achaar's sales continued to grow. In the first month of business, they reached ?2.5 lakh in sales, and by the third month, they had achieved ?6 lakh in sales. However, the real turning point came after the Shark Tank India feature.

In just one night, the company sold pickles worth ?25 lakhs, experiencing a 400% growth from their previous sales. Encouraged by this success, investors Namita Thapar, Vineeta Singh, and Jharkhand Angels invested ?85 lakh in the company for 8.45% equity at a ?10.06 crore valuation.

The future looks bright for Jha Ji Achaar, with their authentic Mithila pickles and chutneys attracting customers from all over India. Their journey shows that even without investment, a great idea and hard work can lead to success.