THE MAKING OF ANNAPOORANI

THANDALAM VILLAGE WOMEN’S

EXPERIENCES IN CREATING A SUCCESSFUL

FOOD PROCESSING VENTURE

Foods 2011 Conference ,

MOP Vaishnava Women’s College, Chennai

Presented By :

Mrs. Radha ParthsarathyFeb 11 , 2011

The story line

Thandalam : A background

The birth of the SHG group – Anna poorani

Early experiments

The secret behind the recipes

The growth story

Future expansion

Introduction : Speaker Profile

Mrs. Radha Parthasarathy

Thandalam : Background

Thandalam village , 6 years ago

A village 2 hours

from Chennai near

Arakkonam

The First Entrepreneurs

Thilagarani Manjula Kalpagam

Early work

Women needed financial

support

Started a self help

group : The Annapoorani

Women’s Self Help

Group

Established a basic

infrastructure The food processing unit infrastructure

The first experiment

Appalam ( Papad)

Women got trained in Gandigram

Tasted well, but would not unfold

A friend suggested rava dosamix recipe

Was a great hit with users .

One lead to another ….

The ‘secret’ behind the recipes

Products identified based on demand

from friends and customers

Recipes inspired by authentic ‘grand

mothers’ and ‘house wives’

Each product goes through iterations of

trials and customer feedback

Simple instructions , Great taste

Current product line

( constantly evolving)

Rava Dosai Mix,Adai Mix, Sambar

Powder,Dhaniya

powder,Puliyodarai Mix,

Thavaladai Mix,Kanchi Idli Mix,

Rasam Powder, Idli milagai Podi,

Pidi Kolakattai Mix, Chilli Powder,

Turmeric Powder, Dhaniya Powder,

Vatta Kozhambu Mix, Paruppupodi Mix,

Karuveppalai Podi, More Kuzhambu Powder, Milagu

Kuzhambu Powder, Milagu Kuzhambu powder,

Parupuusili Powder, Ellu podi Powder, Curryma

Powder,NV Masala Powder, Idly Powder, Masala Tea

Powder, Rice Vadam,Sago Vadam,Satthu Mavu,

Instant Poricha Kuzhambu, Instant Rasam Powder, Nell

Pori vadam, Nell pori vadam Pumpkin, Chettinadu

vadam, Tomatto vadam,Tomatto vadam(Ellu), Instant

Rava Mix, Instant Appam Mix, Pancake Mix.

Equipments :

Low cost and Women-friendly

GrinderBench grinder

Simple automation :

•Enabled standard quality output

•Achieve larger volume / scale

Dry Frying Machine Grinding machine

A Day in Life of Annapoorni women

Work starts at 3 AM

From

Preparation…

… To Packing …

… To Delivery …

Continuous Innovations :

Some examples

Pancakes – How we made it egg free and

‘jain’

Vathal kuzambu : How to add puli (tamarind)

Sathu maavu – nutritious food at low cost

Chilli and turmeric – with zero adulteration

Standardising English/Tamil words,

measurements

Key customers

Give Life Trust

Hot breads

Rotary Club Madras(E)- Winners Bakery

Krishna sweets

Apollo Hospitals

TVS Group

Manjal near MRM Kalyanamadapam

Sri Vidya at Besant Nagar

The Annaporani Group : Today

.. ‘Village’ Women Power –

Ready To take On The

World….

Number of women : 25+

Total capacity : 25 MT

Current volume produced : 7 MT

Turnover : 33 lakhs / yr

(starting from 1 lakh per yr 5

years ago)

Avg. income per woman :

Rs 2500 per month

Marketing

Word of mouth publicity of

customers

Food tasting (Terrace House )

SHG exhibitions

Conferences ( like this )

SHG Exhibition at

Valluvar Kottam ,

Chennai

Future Plans

Pickles

Ready to eat snacks

Export orders

Vaccum packing

Online/Web ordering

How can you help us ..

Vadams : all year through – even in cloudy

days ?

Pickles : process - without preservatives

Ready to eat snacks- how to handle oil

Exports – procedures

Marketing

Web site , Face book site

Students : Interested to Volunteer /Summer Internship ?

Q & A