What inspired you to give your company the name “Sawariya Ice Cream”? Kindly share the success story of your journey in this business.
“Sawariya brand was not my choice”, says Vikas Jain of Sawariya Ice Cream.
In the fiscal year 2017–18, Ankit Agarwal and Akhtar Hussain, two of my business associates, and I opened an NPA account at the Bank of Baroda Barwani branch, which was undergoing an auction, and jointly purchased the aforementioned ice cream factory, which had remained closed for the previous year as well as the previous five to six years.
It has been running successfully for years and offers its extensive dealer network and retailer brethren business opportunities with appealing profits using local products, and the same local people also get employment, in which all women and men are doing their work with self-respect and bringing happiness to the family.
The founder and his family had many years of experience when this plant was founded in 2013–2014. It is believed that if management concepts are clear, a lot can be accomplished, and because of the correct application, managerial talents can even be enhanced by experience.
Being primarily an industrial consultant who has spent nearly 25 years working in soy solvent facilities, I would say it was fate that I received the majority of my work from factories that were either shut down or having problems due to management and financial issues. The task of establishing a new institute followed, and I performed my duties to the best of my ability and with a 100% outcome.
While serving as the company’s vice president from 2015 to 2017, in M.P., I set up Amitex Agro Product Pvt. Ltd., established in Village Julwania, District Barwani, and successfully worked on the project of turning soy liquid lecithin into soy powder lecithin and other value-added products while also acquiring land for the industry.
From the beginning of the work to the completion of the establishment of the industry, the work was carried out in a very difficult situation. At the request of the then-general manager of the District Industry Centre, Mr. Mandloi ji, he said that regardless of how many closed factories and new factories you have started, you should start them with your managerial skills.
I stated that running a factory here means I will have to stay here as well, but I do not have any known friends or relatives in Barwani, so how will I get cooperation?
Having a positive officer like the respected Mandloi Ji in the government department is beneficial for the general public and all institutions. After discussing the matter with the Bank of Baroda authorities and the factory’s previous management, it was finalized. The factory was restarted in January 2018 with new enthusiasm and confidence from the old and new teams, and I am pleased that everyone cooperated and had a more optimistic outlook.
For the past five years, Sawariya’s products have been well appreciated by clients at more than 5000 retail locations because of excellent team management, collaboration from the government, and banking.
I brought the knowledge they could buy and had to learn it themselves, then I hired new and inexperienced but dedicated employees, taught them the job, and fired all but two of the old.
Presently, except for two people, no one, including me, is from the ice cream industry, and there has been no change in the last five years. I keep track of stock and production, as well as cost accounting, allowing me to promptly identify any manufacturing errors.
Even if the factory is small, I control the working process in a very professional manner, just as it is done in a large factory. I work on systems so I can be in control, no matter where I am, and rectify errors, if any. If an employee makes an unintentional error, it is corrected; if it is malicious, it results in a quick termination.
My family resides in Indore; I frequently go between Barwani and Indore for consultation purposes, and everyone who works for me there treats the factory as their own. During the season, I spend most of my time in Barwani. Every impossible effort becomes possible if your family is strong and supports you in all circumstances.
Although, due to covid, the factory was locked down for two years during the summer season, and we also suffered a lot like others, the employees were not removed during the tough times and they were paid their wages on time. Despite all the adverse circumstances, we kept the factory going. It’s the Barwani’s customers trust in us that has kept us going.
We may not have made large profits, but we have earned goodwill in the market for our business.
Saawariya Ice Cream is a well-known ice cream company in the districts of Barwani, Dhar, Khargone, Jhabua, and Alirajpur, whose Butter Scotch Cone, Rajbar, Chocobar, and other kulfi and ice cream are adored by both children and adults.
You have a very catchy tagline that reads, “Door of Happiness.” What makes your ice cream so unique?
I picked this business because, regardless of age, anytime someone asks you, a member of your family, or a friend if you want to eat ice cream, a memorable smile automatically arises on the person’s face. It is a product that makes the consumer feel good about themselves.
I dubbed it “Khushi Ka Dwar” or “Door of Happiness” for that reason.
“Steve Jobs,” the founder of the world’s largest company, famously remarked, “If you want to make everyone happy, don’t be a leader, sell ice cream,” and I wholeheartedly agree with him.
How will you rate the growth of Sawariya ice cream in your region?
Our community is primarily poor and working-class tribals, and they make up the majority of our clients. These people frequent our ice cream corner every day while working in the fields. Children also enjoy our candy, of which the Choco Bar is the most popular flavour. They prefer inexpensive ice cream.
There is an expansion plan, but it won’t be new in Pithampur or Indore; instead, we’ll establish a new closed facility. Talks are now underway in this regard. We are hopeful of seeing good developments in this regard very soon.