Aazol offers authentic Maharashtra cuisine | Fusion - WeRIndia

Apurva Purohit, with over three decades of corporate experience and two bestselling books under her belt, has embarked on a new entrepreneurial journey at the age of 55.

Her latest venture, Aazol Ventures Pvt Ltd, is a consumer products company that aims to create a market for traditional food items made by self-help groups and micro-entrepreneurs.

The startup’s mission is to reconnect Indian consumers with the local foods of their regions.

In today’s business landscape, Apurva emphasizes the importance of incorporating Environmental, Social, and Governance (ESG) principles.

She believes that every business should consider its impact on the environment, focus on sustainability, and promote good governance practices.

Aazol Ventures aims to bridge the gap between urban and rural India by supporting businesses prioritising these values.

Apurva and her son, Siddharth, have approached rural self-help groups and micro-entrepreneurs to create a marketplace for homegrown foods from Maharashtra.

Siddharth has visited various parts of the state, engaging with members of 100 self-help groups that produce different types of food items.

After careful selection, around 12 groups were onboarded, employing three to 50 women each.

Aazol’s product range includes rice, flour mixes, chutneys, masalas, and papads. These products represent the culinary traditions of specific communities and regions, such as the Kolis or Sholapur.

The company offers its products through its website and Amazon, leveraging the opportunities provided by direct-to-consumer (D2C) brands and influencer marketing.

Aazol strongly emphasises sourcing products locally to reduce its carbon footprint.

The brand also focuses on eco-conscious production methods, including manual pounding and eco-friendly packaging with paper bags, pouches, and reusable glass bottles.

Within just 45 days of operation, Aazol has fulfilled nearly 2,000 orders, receiving an overwhelmingly positive response.

Customers have expressed nostalgia and a sense of connection to their heritage through the products, often evoking memories of their grandmother’s cooking.

Apurva is also exploring partnerships with resellers, particularly women, to expand the reach of Aazol’s products.

She envisions a collaborative ecosystem where different micro, small, and medium enterprises (MSMEs) come together to make a meaningful impact.

Her ultimate goal is to see Aazol scale rapidly and create a positive difference in people’s lives.

Apurva Purohit’s Aazol Ventures is on a mission to revive and celebrate regional Indian cuisine while promoting sustainability and empowering rural communities.

Through its marketplace of traditional foods, the company aims to evoke nostalgia and provide a meaningful culinary experience for consumers while supporting local self-help groups and micro-entrepreneurs.

Image Credit: Aazol Website Screenshot

Image Reference: https://aazol.in/