One of these brands, Eemu Masale, has become the subject of conversation in almost every kitchen in the world today. Even though the recipe brand was first introduced seven decades ago, it underwent a complete rebranding not too long ago and is now doing exceptionally well in the market. Products of this company's diverse flavour profiles are capturing the attention and affection of food lovers all throughout India. However, much like any other company, Eemu Masala has a fascinating tale to tell about how it got its start. Jyoti Garg, together with her husband and son, was one of the founders of Akkopinaki India Pvt Ltd, the parent business of the Eemu Masala brand.
This is a discussion that took place in 1950. In the past, Jyoti's father, Prakash Chand, could be found toiling away in his farms in the Pitampura and Azadpur areas of North Delhi. Due to the fact that they were from a financially disadvantaged household, their sole source of income was the land they farmed. Since he was only fourteen years old, he had already begun his career in the sector.
However, much like the majority of families in the middle class, his family too struggled financially at one point or another. These started to become more widespread after the family was forced to give up their farming land because the government needed it for the growth of the metropolis. His family is comparable in size to the family that consists of 11 people. The constant struggle consisted of trying to make ends meet.
However, Prakash did not give up hope, and he built a little chakki in the backyard of his kutcha home. He considered working so that the family might have enough money to get through this difficult time. Because he had an Ayurvedic doctor for a father, learning about spices was not a difficult task for him. His father was also an Ayurvedic doctor, therefore he inherited this expertise from generation to generation. Therefore, he had a sufficient understanding of them. He had faith in his company and immediately began putting in hard work 24 hours a day, seven days a week to expand it. Because he did not want to put his family in a position where they would have to struggle financially.
His company's success began to slowly snowball over time. His chakkis were gaining popularity among people in that area. Not only individuals in private households were his consumers, but even the proprietors of the neighbourhood fast food franchises bought his spices. Because of his business, he gained a lot of popularity. Even customers came from as far away as Himachal Pradesh and Jammu and Kashmir to purchase spices from him.
The majority of his marketing efforts were concentrated on word of mouth alone. Therefore, he was consistently gaining new clients throughout the day. Even though his company was prospering, he never considered taking it to the next level by expanding. Because he did not harbour such thoughts when he first said such words.
Because he put in so much effort into that one modest firm, he was able to provide a prosperous life for his four daughters and have them married into families that were well established. His three boys each went their own way and achieved great success in whatever it was they chose to pursue.
Jyoti, who was Prakash's third daughter, got married to Anil Garg, a successful entrepreneur in New Delhi. In the beginning, all she did was work in the company that her husband owned. However, after her father passed away from complications related to Covid-19, very recently she established her father's spice business under the brand name Eemu Masale and gave it her own unique spin. Despite the fact that she and her husband had their own company, she made the decision to carry on the legacy that her father had established.
At this point in time, Jyoti is 49 years old. However, one is never too old to be enthusiastic. She changed the firm's name to Akkopinaki India Pvt Ltd and gave the brand a new name, Eemu. She also formed the company. The day-to-day business activities of Eemu Masale are overseen by her eldest son, Ankit Garg, who is also one of the co-founders of their firm. He is now attending the IIT Delhi to complete his MBA. Mr. Anil Garg began working at Eemu Masala on a full-time basis so that he could provide for his wife. He was responsible for the creation of the fundamental packaging for all 200 goods while also working tirelessly to establish the firm into what it is today.
She first began spreading awareness of her business to all parts of the country with the assistance of her son. They have produced several best-selling items including Eemu Pindi Chola/Chana Masala, Shahi Paneer Masala, Veg Biryani Masala, Chicken Biryani Masala, Fish Masala and others. Because of this, Eemu Masale is now a well-known brand throughout the entirety of India.
Eemu Masale was able to successfully position themselves in the market in only four months following the rebranding of their company. This was accomplished by conquering the local markets in Delhi as well as providing their products across the country.
Reaching Indian spice items to every Indian home is their goal, which they’re targeting to reach soon.
Their flagship products are available online at all the leading ecommerce sites.
Meesho - https://www.meesho.com/EemuMasala
JioMart - https://www.jiomart.com/s/akkopinaki-india-private-limited/13732/products