Empowered women entrepreneurs spice up the market with traditional flavors
In the heart of Rampur, Chitwan, 36-year-old Bhakti Shrestha has carved a unique niche for herself in the world of food preservation. Her story is not just about pickles; it’s about resilience, entrepreneurship, and the evolution of a hobby into a profitable business, all set against the backdrop of the COVID-19 pandemic.
Before the pandemic struck, Bhakti Shrestha was a homemaker with a penchant for preserving green leafy vegetables, radish, cauliflower, and other seasonal produce. She would diligently dry them and store them in bottles, ultimately transforming them into traditional Nepali fermented delicacies known as gundruk and sinki, often enjoyed as pickles. Her culinary skills extended to crafting aromatic chili powder and meticulously mincing locally available fruits and vegetables to create delectable homemade products, all prepared with love and care.
When the pandemic swept across the nation, Bhakti found herself with an abundance of free time. Nepal went into lockdown, leaving many people, including Bhakti, searching for productive ways to spend their days. It was during this challenging period that Bhakti decided to turn her passion for preserving food into a business venture.
Nearly a month into the lockdown, Bhakti launched “Bhakti ko achaar” (Bhakti’s pickles). Little did she know that this endeavor would not only take off but also become a highly profitable business. As the demand for her flavorful pickles grew, Bhakti expanded her reach beyond the borders, catering to a niche market of Nepali diaspora in countries like Japan, the United States, and the United Kingdom.
“It’s primarily individuals seeking to send pickles to their loved ones abroad who purchase my products,” Bhakti explains with a smile, highlighting the emotional connection and nostalgia her products evoke among the Nepali expatriate community.
Bhakti’s journey is not unique in the world of Nepali pickles. Hajuri Bista, who embarked on her pickle-making journey in the early 1990s, shares a similar tale. As a homemaker with children attending school, Hajuri was determined not to stay idle. She discovered a food preservation workshop aimed at promoting female entrepreneurship, and after six months of training, she decided to venture into the world of pickles. Hajuri’s market research revealed a gap: the pickle market was inundated with Indian brands, but there was no prominent Nepali pickle brand.
“It’s women who excel in this business,” Hajuri emphasizes, echoing the sentiment that women have been the driving force behind the growth of the Nepali pickle industry.
Over the years, Nepali pickle makers have been proactive in securing a larger share of the market, which has traditionally been dominated by foreign brands. They’ve achieved this by diversifying their product offerings, creating a wide variety of pickles that cater to different tastes and preferences.
Market analyst Eva Shakya notes that the demand for Nepali pickles has been on the rise. This increased demand has not only encouraged small and medium-level entrepreneurs to enter the pickle-making business but has also resulted in Nepali pickles finding their place in various establishments, ranging from department stores and five-star hotels to local groceries. Some of these delectable pickles have even made their way to foreign countries, signaling a growing international market.
One success story that stands out is that of Dhana Kumari from Tanahun. Starting her pickle business in 2016 with a modest investment of Rs 300,000, she has seen her monthly earnings soar to Rs 14 lakh to Rs 15 lakh. Her industry, initially small and home-based, has grown to produce 10 to 20 thousand kilograms of various pickle brands annually. The demand for her products has extended not only to the local market but also to cities like Kathmandu, Hetauda, Pokhara, and Chitwan.
The pickle business in Nepal has evolved over the years, not only providing economic opportunities but also empowering Nepali people, especially women, to secure a stable source of income. It’s a testament to the resilience and entrepreneurial spirit of individuals like Bhakti Shrestha, Hajuri Bista, and Dhana Kumari, who have turned a simple hobby into a thriving industry that preserves tradition, flavors, and livelihoods.