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Imagine it’s a chilly winter morning, you are getting ready for school, and your dadi hands over a piece of laddoo in your hand. You have no option but to have it because dadi says, “Sardiyo me laddoo khane se sehat aachi rehti hai.” Well, this might seem like a task in childhood, but as we grow up, we understand the value of good homely-made food during winter, especially when it’s cooked by our elders. A similar scenario was happening in the Shrotriya family when two working professionals had given birth to a child and probably to a new business.
The collective realization that led to a brand
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Yash and his wife Apurva had given birth to a child back in 2021, and Yash’s mother used to make gond laddos for Apurva, which became her go-to snack as it was healthy and tasty for her post-maternity. When Usha Ji, Yash's mother, was not available, Apurva tried making laddos on her own but couldn’t get the right taste or the time due to her job. That's when the partners contacted Usha Ji to share the recipe with them. “At that point in time, we, as a couple, realised how hard it is for modern working professionals to recreate a traditional recipe,” said Yash Parashar, the founder of the brand. That’s when the thought of preserving the age-old recipes of our households came to this couple's mind. But the idea of making it a business came right after a witty remark from Yash’s mother when she said, “I think you will take this laddoo to your office if I pack it like a protein bar you have every day.” This struck a cord in the couple's mind.
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“Immediately after this, discussions began in our family to make traditional recipes available to all, and I started researching,” he said. While this quest of Yash and Apurva was going on, his friend Kunal also delivered a baby and resonated strongly with the idea. Yash and Kunal decided to quit their jobs and start a brand of their own. “The concept was simple: to preserve the age-old tradition of our grandmothers and make healthy bars for people," said Kunal Goel, the co-founder of Mama Nourish.
What is Laddubar?
Constant brainstorming and research led to the creation of their flagship product, “Laddubar.” Every Laddubar is made with the exact same recipe by grandmothers from different regions of India. The Gond Laddubar is an invention of Mrs. Usha Shrotriya, and Methi Dryfruit Laddubar is inspired by Aapli Aaji aka Mrs. Suman Dhamane’s recipe. Many such recipes are inspired by the dadis of India to make no-preservative, no-added-sugar and no added flavours laddoos. “In fact all our products are made of materials that are available in a regular Indian kitchen, making it completely safe and healthy to consume,” said the co-founders. Along with this, Mama Nourish's greater motive is to preserve the age-old recipes that are getting lost in today’s world of modernity. For the founders, what started as a pressing thought to navigate their own problem became a brand that would solve the issue of a larger modern audience to keep the recipes and health safe in a fast-paced life.