People

Abhilasha Jain, the founder of Marwadi Khana, was deeply influenced by the rich culinary heritage of her region. It was her time spent in the family kitchen during holidays, meticulously recreating her grandmother's recipes, that sparked her passion for cooking.

The journey of Marwadi Khana began in 2014 with a single Facebook post. Abhilasha announced that she would be preparing Dal Baati Churma, a traditional Rajasthani dish, and to her surprise, she received 40 orders. This overwhelming response encouraged her to transform her passion into a business. Utilizing social media platforms like Facebook and WhatsApp, she started receiving orders regularly, quickly outgrowing her home kitchen's capacity.

Can you tell us about your journey into the culinary world and how you turned your passion for cooking into a successful business?

I was born in Beawar, a small district in Rajasthan, and grew up in a traditional Rajasthani business family. Although we had help at home for cooking, I always had a keen interest in it. Whenever I returned home from the hostel, I enjoyed assisting my mother and aunts in the kitchen. My father's appreciation for my cooking further fuelled my passion.

After marrying and moving to Jaipur with my husband, who works in the IT sector, we relocated frequently, living in various cities like Gurugram, Bengaluru, Hyderabad, and Pune. In Scotland, during my pregnancy, I took charge of most of the cooking because some dishes weren't available. I even managed to cook for 15-20 people at a time. After my daughter was born and we moved to Hyderabad, my cooking became less frequent, but the passion remained.
In 2013-2014, I decided to create a Facebook page called 'Marwadi Khana', where I shared my culinary creations. The response was incredible, with many people expressing interest in the food I posted.
One day, I offered a Dal Baati Churma combo on the page and received 40 orders. Managing the logistics was challenging, but cooking was second nature to me. The positive feedback from customers motivated me to continue, and thus, my journey as a home chef began.

I expanded to offering meals twice a week and even catered an office party, receiving overwhelmingly positive reviews. My journey gained recognition when a blogger wrote about us, and I won the Best Home Chef award at an event. Initially operating from my home kitchen, I later moved to a cloud kitchen and participated in food festivals, wedding catering, and corporate events. A significant milestone was being invited by Maharaja Arvind Singh Mewar of Udaipur. Coming from a family with no background in the hotel industry or culinary arts, my journey was purely driven by passion. This evolved into a successful business, expanding to include traditional Indian mithais, post-pregnancy laddus, and food festivals.

The Growth of Marwadi Khana.

By July 2019, Abhilasha had moved her operations to a rented 1,000-square-foot kitchen to better manage the growing demand. Her innovative approach to Marwari cuisine, blending traditional recipes with modern twists, set her apart. Dishes like honeycombed ghevar chaat, papad paneer rolls, and makhana with grapes are just a few examples of her culinary creativity. Abhilasha emphasizes the use of fresh ingredients, and traditional cooking techniques, and avoids using ready-made comestibles, ensuring every dish retains its authentic flavour.

Is there any particular dish that holds a special place in your heart?

A dish close to my heart is Kadhi Kachori. It is a speciality from Ajmer, where I did my schooling and college at Sophia. Whenever we went out, it was a must-have. I have savoured it in Gurugram and noticed it featured on the menus of five-star hotels. It's a beloved dish that we also make and sell.

Innovations and Popular Dishes

Abhilasha's menu features over a hundred traditional Marwari dishes, including classics like Dal Baati Churma, Bikaneri Paratha, and unique desserts like Gulab Churma and Baked Boondi. Her food is not just a meal but a representation of Rajasthan's rich culinary culture. She uses earthen cookware to enhance the flavours, a technique she inherited from her ancestors.

Challenges and Achievements

Despite the success, Abhilasha faced challenges, particularly with staffing and logistics. However, her perseverance paid off, and today Marwadi Khana is a well-established brand in Gurugram and Delhi, earning a revenue of over Rs 4 lakh per month. Abhilasha has also collaborated with prestigious establishments like The Leela Ambience Gurugram, where she showcased her culinary expertise in a Marwari food pop-up.

When you started your venture, it was something nobody was doing. What are some of the challenges that you faced?

The first challenge came from my family. While my husband was 100% supportive, my father was completely against it. He questioned my motivations, wondering if there was a financial issue or a challenge at home that required me to earn money. Hailing from a business-oriented Marwari family in a small town like Bilwara, he assumed that women pursued such activities only due to financial problems.

This led to a strained period where communication between us dwindled, which was difficult since I am very close to him. However, as time passed and he saw blogs and newspaper articles about me, he began to understand that this was my passion. When I started taking orders, cooking itself posed no obstacle for me. The real challenges were delivery and packaging. At that time, there were no delivery partners available,

which made logistics the biggest hurdle. Additionally, managing the packaging and organization demanded a lot of energy. These were the hurdles I faced in the beginning. Now, with a dedicated team in place, things are much easier.

Which meals cooked by you would you say are your best-sellers?

One of our most popular dishes is Dal Baati Churma, which has become a staple. Sundays are referred to as 'Dal Baati Churma Day' in our kitchen. I've had customers ordering this dish from me for the last ten years. It's so well-known among my regulars that posting about it guarantees a flood of orders.

Another cherished favourite is the Moti Boondiwala Laddu. Recently, I participated in a food festival at The Leela Hotel, Left: Gurugram, where I showcased a vegetable dish featuring Ker and Kaju. It was well-received and appreciated by everyone. Additionally, our Baked Boondi has also been quite popular.

Future Aspirations

Abhilasha aims to popularize Marwari cuisine across India by collaborating with hotel chains and participating in food festivals. Her vision is to make authentic Marwari food accessible to people from all walks of life, fostering a deeper appreciation for the rich culinary traditions of Rajasthan. Abhilasha Jain's journey from a homemaker to a successful entrepreneur is a testament to her passion for cooking and her innovative spirit.

What advice would you give somebody who wants to start a catering business or a venture of their own?

I would say cuisine is important, but what matters most is your consistency—consistency in taking orders regularly and consistency in how much hard work you're willing to put in. That's paramount. Food isn't something you can step away from; it requires constant monitoring and continuous involvement.

I won't deny that I've grown in the past few years with seven to eight people working for me, but despite that, my involvement remains essential. So, my first piece of advice would be to maintain consistent quality, taste, and quantity. That's non-negotiable.