A Man with a Pan? Real men wear aprons and are found in the kitchen? Just a few of the Memes about Men at work… in the kitchen! A few years ago this must have been unthinkable. But times change, lockdowns happen, and restaurants close! Today it is a reality! MasterChef here I come!
And it’s not the men, we girls too when were we last in the kitchen? But now it is a regular feature – if mom does not drive us out! That is because the masala is ground and given to us in the form of powders – not by mom and grandma, but by VM products! Just love them, their fineness, their aroma, and their taste… just like Mom makes and now I too can cook like her – when I do.
A confession! When this does happen, my mother tells me every single time, ” Back then, we never had the technology to cook so easily. I along with your grandmother used to grind the masala with our own hands-on a big stone grinder. It was real exercise for our biceps! Now these VM products are a boon but still you are lazy to come into the kitchen. Shame on you!”.
We love our spices and we love masala. No matter what curry or dish we Indians prepare, it is incomplete without the rich and robust flavours of the spices. Being one of the prominent hotspots for its exquisite spices, India was a trade centre back in the 1400s. So, it is an age-old tradition and why should we give it up? Eh?
But the grind is hard for us and there is no time! Ok so we will make it and give you, at home, not yours maybe but ours. But it is still homemade isn’t it?
There are many masala powders in the market, but how many are handmade with love? by people who know their spices? Well, VM products is one of them. VM products is a Davangere food-based start-up that brings the masala powders it makes with love to your doorstep, to add that extra masaaledaar swaad to your food!
VM products is the result of creative thinking during the lockdown by writer and traveller Jahnavi Thippeswamy. Based in Davangere, the start-up sells their handmade powder for cooking through online platforms and courier services. VM Products started around a month ago, and they have sold 20kg already! Phew, looking at the bright side, the lockdown has surely helped Jahnavi create wonders.
“It all began when I was sitting idle at home during the lockdown. I am a writer and a traveller and loved going out. But then came the lockdown and I felt hemmed in by the four walls of my home. It felt like house arrest, not being able to do anything! The only consolation perhaps was social media. Once when I was scrolling through Facebook, I found a group discussing various masalas used in vegetarian and non-vegetarian dishes. They highlighted their needs and sought inputs and the conversational thread was a real interesting read. It got me thinking. As I always prepare Biryani using my own powder, and which my son always loves, I thought, why not give it a try?”
After taking her first order for sambhar powder, Jahnavi delivered the consignment within a week, and then added garam masala and chicken masala to the list of the powders she makes. She says, “The Sambar masala powder is special in many ways. It can be used for curry, sambhar, or 25 other recipes and a variety of dishes.”
Here goes the list of powders that are available freshly at your doorstep!
Sambhar powder (100 grams) Rs: 60/-
Mutton Masala (100 grams) Rs: 80/-
Chicken Masala (100 grams) Rs: 80/-
Biryani Masala (100 grams) Rs: 150/-
Dhania Powder (100 grams) Rs: 30/-
Peanut Chutney Powder (Kg – Rs: 450/-)
Garam Masala (100 grams) Rs: 125/-
Fish Masala (100 grams) Rs: 80/-
Ghee Roast Masala (100 grams) Rs: 80/-
Thilisarina Powder (100 grams) Rs: 50/-
Olle Masala Powder (100 grams) Rs: 75/-
Peanut curry chutney powder (Kg)– Rs: 350/-
All these are made at home and home-delivered. Naturally, there are extra charges for the courier.
Sambhar powder was Jahnavi’s first attempt at commercial production. She used to make it for her household, then thought, “Why not I make a little extra and sell it?” Right after posting the availability, she received 5 to 6 orders!
She has witnessed great demand for her Davangere Shenga chutney powder that is prepared by grinding peanuts on stones. She attributes only some of her products demand to the fear of contracting COVID19. “People are also too scared to go out, to buy products here. I too was scared to go out and buy groceries.”
But she is grateful for the help she has at hand and especially proud of the support and help of their daughter in law Mamatha, who helps with certain and Lakshmi, her housekeeper also helps when time permits.
“My best sellers are Sambar powder, Biryani powder, and chicken masala. Everybody loved them. The most special powder is the ‘Kalu saru” powder made from ground sprouted beans. peas, or ‘avrekaalu,’”
The products are shipped to customers with the help of DTDC, with charges being extra for the shipment. Jahnavi plans to set up a retail outlet soon but is awaiting an increase in sales turnover.
Revisiting childhood memories
“My inspiration is my mother and, my dear grandmother. We lived in a joint family and with 30-40 people in the house, they used to cook a variety of dishes and in large quantities. Revisiting those times is something I genuinely enjoy because they were so much fun. Me being the tomboy, I barely used to go to the kitchen or cook. I enjoyed trying out new recipes, and the homemade chutney was always amazing. That inspired me to come up with this today….”
“But for the powder, my mother is my inspiration. I named them after my son Vittal and his wife Mamatha, so that’s how VM Products came into being. We have not yet registered but will do so after the order quantum grows!
But importantly, Jahanvi has other’s welfare in mind. That is quite rare in today’s world. She is aware that the lockdown and its aftermath have skittled the livelihood of many, especially women and she wants to do something to turn things around for some of them at least.
“My aim is to build a home industry, where women can work together to earn their livelihood, especially those impacted by this pandemic,” said Jahnavi.
Her family seems to inspire the cook in her Jahanvi loves to cook for her family and they, in turn, enjoy whatever she cooks! When asked about her favourite dish, Jahnavi said, “I love fish! Bangude, Bhutai or Prawns, you name it.”
If her family loves her fish curries, will you not? There’s fish masala on her menu of powders; best you check it out post-haste!
VM Products Davanagere / Jahnavi Thippeswamy may be contacted on Tel: +91 98869 77335
