Introducing Ms. Madhura Chatrapathy - Queen of Tamarind Powder!

In the last two decades, as the pace of living has picked up, we've started relying more and more on short-cuts, conveniences that assure us a comfortable life without compromising on things we're used to - like Indian food!

Madhura M Chatrapathy, founder and senior partner of Food Associates Bangalore (FAB), and trustee director, Asian Center for Entrepreneurial Initiatives realized this trend that would emerge, way back in 1981.

Tamarind, ho!

She founded Food Associates Bangalore as a sole proprietary enterprise, aiming it to be a convenience food industry to cater to the growing domestic consumer market. Being a graduate in science from Bangalore University, armed with training in food technology from the Central Food Technological Research Institute (CFTRI, Mysore), and diplomas in marketing, advertising and journalism spurred her on her quest.

At the time, Madhura was interacting with scientists at the CFTRI as an office bearer of the Association of Food Scientists and Technologists (India). Sometimes, she would be shown a sample of a new product or asked to opine on a new development. One such demonstration was of a new find - tamarind powder. Something clicked, as she says, "I felt there was great potential, because it was so convenient. The tamarind was in a ready-to-use powder form." Even the CFTRI projected a high demand for the product, as tamarind, an acidulant used in Indian cooking, is amply used in south Indian cuisine. 

Strategizing and positioning FAB

Although Madhura zeroed in on a product - tamarind powder - fairly rapidly, she realized that her product launch would have to be accompanied with "good branding, excellent packaging and above all, unbeatable quality."

The reason for this was simple. The know-how she obtained from the CFTRI was non-exclusive. In fact, another person was given the same demonstration on the same day as her. The gentleman also chose to go to the market with the demonstration output. He introduced it as any other masalas in LDP (low density plastic) packs. In contrast, Madhura conducted a time and cost over run in order to further develop the product and standardize the entire process. As a result, her tamarind powder was launched in an attractive carton with a brand name - Dri Tam - and company logo to boot.

Her strategy - to position Dri Tam as a high-end product found only in A-class and supermarket shelves - paid rich dividends. Soon, she received export enquiries! Looking back, she realizes that although more than 100 people obtained the same know-how as she, they failed to crack the market.

Facing challenges

No wonder then that FAB are the sole producers of the product today. However, it's not as though Madhura faced no early challenges. In her words, "The first two years were certainly challenging. I had projected the sales based on large-scale institutional supplies, that is, to hotel and industrial canteens that did not pick up, and there were other considerations."

However, in her second year of operations, she participated in the Anuga international food expo in Germany which exposed her to whole new world of food ingredients. She determined to switch tracks and added a new range of dehydrated ingredients to her product list, thus expanding her market. She also availed more know-how from the Defense Food Research Laboratory in Mysore. The ensuing growth was phenomenal.

Reaching out

Madhura's mantra to stay ahead of competition is to cater to a specialized niche market, and to continuously identify a new customer base. As a result, FAB ensures its space as a sole supplier of a certain product range.

Further, its clientele has changed since its early years - from India-based food processors to MNC food producing customers located across USA, Europe and the Asia Pacific region. Today, 80 % of FAB's market is B2B - it offers a customized range of ingredients to select MNC and international customers. Besides, it has branched out to offer product development services and also acts as a sourcing agent.

Promoting entrepreneurship

In the years since starting out, Madhura has undergone Business Counselor's training conducted jointly by Durham University Business School and Entrepreneurship Development Institute of India, and participated in an UN ESCAP training workshop in Understanding, Achieving, and Fostering Entrepreneurial Success, conducted by Sasin Graduate Institute of Business Administration of Chulalongkorn University, BANGKOK.

Along the way, Madhura's partnered her younger brother to manage the growing business. She cites her having retained many members of her original core team - thanks to treating them as business partners instead of employees - as a major strength, that has given her the opportunity to do other things - like dedicating much of her time to promoting entrepreneurial ventures by skilled, underprivileged people. For instance, in 1998, under the UNDP - National Leather Development Programme, she designed and implemented a programme for footwear artisans, thus transforming them from being mere artisans to entrepreneurs by registering an export-oriented company for them.

For the Swa-Shakti project of the Ministry of HRD, Government of India, she designed and implemented a Micro Enterprise Development Training Programme for its professionals in 2001-2002.

A successful entrepreneur

These contributions have not gone unnoticed. Madhura has received numerous awards. These include the A R Bhat Award for Outstanding work in Entreprenurship Development by Entrepreneurs International 2006, the Distinguished International Visitor Alumna Award by US State Department in 1999, the "Service above Self" Award - the highest honour conferred by the Rotary International in 1996 and the National Small Industries Corporation 40th Anniversary Award for outstanding contribution in the service of small enterprises awarded by the President of India in 1995.

At the end of the day, I ask Madhura if the going is more difficult for a woman entrepreneur. Her response - "It has never crossed my head that I am woman entrepreneur. It is your attitude that matters, not who you are. I face the same challenges as any other entrepreneur - man or woman. Anything can be tough or problematic depending on how you look at it. All you need to do is face a problem and overcome it. Does it really matter which gender you belong to?"

Evidently not! 

Charu Bahri is a freelance writer and author of two books. She also writes funding grants and software for a charity working in the health sector. 

Issue BG75 June07

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Comments (1)

	1. 20-08-2007 23:00
	Being an Entrepreneur She is truely inspiring and a very potent catalyst.We need more like her Registered Report

kishor jagirdar

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