Madhu Prakash's life has been a tapestry of stories and experiences. At the age of 60, she discovered herself in solitude, with the memories of her late husband's companionship deep in her heart. Her journey has been one of delayed yet never forgotten dreams, a true show of resilience. Hailing from a business-oriented family in Meerut, Madhu harboured ambitions of her own entrepreneurial legacy. However, an early marriage led her to momentarily set aside her aspirations. While fulfilling her societal roles, her desire to craft something distinctly her own persisted. Prioritising life's demands, Madhu dedicated a full decade to providing care and support for her husband as he courageously fought his battle with cancer. Following her husband's passing, Madhu found herself at a crossroads. Her health began to falter, and loneliness crept into her life. Though financially secure, she sought a renewed sense of purpose. Fate intervened through her niece, Sugandha. Sugandha, a caring spirit and teeming with innovative ideas, recognized Madhu's untapped potential. She has been a witness of the love and care Madhu poured into her homemade creations– their recipes carefully handed down from generations before. These creations had brought smiles to their family members over the years. She was quick to realise that Madhu and her talent was one of the many similar stories of countless seniors who possessed well-honed traditional culinary skills, but lacked the means to reach a wider audience. Thus, ‘Phulo Phalo’ was born– a platform celebrating seniors and their abilities. The aim of the brand was and has been to provide a renewed purpose, a safe community, and forging a lasting bond between our senior team members and customers. A stage to present their homemade treasures to the world, while we take care of the nuances of branding, packaging, marketing, and ensuring food safety compliance. Today, Phulo Phalo stands tall with a hardworking team of over 20 members, including Madhu and many more. They craft over 40 traditional grocery and gourmet products, preserving legacies and stories.
The Problem: There’s a big gap between the consumer perspective (People crave the homely taste of lost recipes from their elders) and the seller perspective (Senior citizens have talent and wisdom but lack resources and platforms to reach a broader audience).
1) Preserving Tradition: By supporting elderly artisans, Phulo Phalo ensures the preservation of traditional culinary arts, allowing these crafts to thrive and reach a wider audience.
2) Connecting Generations: The platform bridges the gap between generations, delivering authentic, heirloom flavours that resonate with those seeking a taste of home.
3) Empowering Senior Citizens: Phulo Phalo offers a vibrant marketplace for seniors to showcase their handmade products, utilising cherished family recipes and culinary wisdom.
Phulo Phalo offers a variety of handcrafted products, including #Spices and Herbs: High-quality, traditional seasonings. #Pre Meal and With Meal: Items that complement or enhance main dishes. #Pickles and Chutneys: Flavourful accompaniments to meals. #Post Meal Digestives: Products to aid digestion. #Tea Blends: Unique herbal and flavoured teas. #Superfoods: Nutrient-rich food options. #Gourmet Snacks: Artisan snack items. #Wellness Products: Items focused on health and well-being. Phulo Phalo offers over 32 products, including spices, pickles, tea blends, and gourmet snacks, all crafted using heirloom recipes by senior citizens. Emphasizing Ayurvedic principles, these eco-friendly, customizable products deliver authentic flavours while promoting health and sustainability.
1. Growth and Partnerships: From inception, the team has grown from 5 to 20 senior citizens. Partnerships with organizations like Dastkar have facilitated monthly markets, and products are sold on e-commerce platforms like Flipkart, with a repeat customer rate of 20%.
2. Financial Impact & Reach: Each participating senior citizen earns a consistent income, with an average monthly production increasing from 5 to 15 days. The venture has served over 2000 customers, sold over 15,000 products, and generated revenue of 12 lakh INR last year.
3. Product Authenticity & Strategy: The product range includes traditional recipes passed down through families, with 50% of ingredients sourced directly from farmers. The strategy includes targeted marketing, customer feedback, and expanding into corporate and wedding hampers.
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