Boom trend

Vismaya Food Productions, located at Vanur near Alathur is all set to cash in on the boom trend prevailing in the baked food items. This home-based production unit, owned by Girija, a member of Shalom’s Self Help Group ALR–11, produces and distributes delicious varieties such as mixtures, ordinary pokkuvada, white pokkuvada, banana chips, tapioca chips, chips made from dry fruits, etc.
Mixture itself can be classified into S.P.mixture, Sugar mixture, and Bombay mixture. The rigid classification has been made based on the quality of the inputs required for a particular item. The unit has acquired the expertise to produce ordinary, average and high quality mixtures.
According to Girija, she is the sole and whole of the operation, “ These harmless eats will often find a place on the menu of common people”. The unit is witnessing hectic activities throughout the day. Their work starts early in the morning and they keep themselves busy with the different stages of production.
Lack of fund
Although the unit has started functioning six years ago, it could not enter the fast growth track due to the shortage of investment and other equipments for production. To be profitable, a manufacturing unit should be able to cater to the growing demand of the market with adequate supply at proper time. This required infusion of funds, machinery, and workforce proportionately.
As she was facing the shortage of fund, her business ran into trouble leading to the crippling of production line and fall in profit. Since Girija was a member of ALR-11, she was qualified to get a small loan from Shalom Micro Finance. The Alathur branch of Shalom processed her application form and sanctioned a loan of Rs 15,000 for three members in the Group. In order to pull the unit out of red, all of them agreed to invest the loan amount in her unit.
It was obviously a turning point in her business. The fund was used to install additional facilities. The very first step was to demolish the narrow chimney and set up a modern one in its place. Similarly the fry pan was very small size which could not fry large quantity at a time. The old pan could utilize only one tin of oil. This was one of the major bottlenecks she had to face. With the availability of loan from Shalom Micro Finance, she replaced the tiny pan with a bigger one which is spacious enough to pour four tins of oil.
Out of red
Vismaya gradually started generating profit. Girija said,” Thanks to Shalom, I could turnaround the business. Our production has now increased manifold to meet the growing demand.” Since then she did not look back. It was only a journey to build up a profitable business venture. Today, her unit has five employees. Vismaya’s products got market in the areas of Thiruvillwamala, Pattikad, Cholannur and Thonipadam Apart from this, she has developed a wholesale market at Vanoor. Reasonably huge quantity is sold to a distributor there.
The price of the products varies from item to item. Accordingly, 1 kg mixture will cost Rs.35 to Rs.45.Today her business has grown tremendously to produce and market higher volumes of 350 kg per day. Considering the location of the unit, it is not a small achievement. It is worth noting that their weekly turnover has now touched Rs 80,000 to 1 lakh , which is considered to be a reasonably good business growth.
The machineries for the production are Boondhi machine, different kinds of pans to mix the raw materials and also to fry it, a pressing machine and moulds for different products. Bhoodhi machine is used to separate the oil from the finished products.
Raw materials for the production are grain powder, especially maida, groundnuts, sugar, special items to add colour and flavour, dalda, and coconut oil.
To attract the customers she has named the products after Tamil and Malayalam movies. The products are known as ‘Pakkiri, Muthelven, Padayappa, Mayavi, Jeens and Gaati.
These snacks are popular not only among south Indians but also among all sections of Indians and even those from abroad. Vismay’s simple, convenient and easily digestible food items are all set to capture the rural as well as semi urban markets