In a world where fast-paced lifestyles often overshadow the timeless traditions of the past, Mumbai-based Mama Nourish is making waves by preserving and celebrating the rich culinary heritage of grandmothers’ recipes.

The brand has recently partnered with Nature’s Basket, to make its product available at Nature’s Basket stores across Mumbai. We sat down with Yash Parashar, Founder & CEO of Mama Nourish, to delve into the brand’s journey, its mission, and the innovative ways it’s bringing ancient wisdom to the modern consumer.

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Genesis of Mama Nourish

“The whole genesis of the brand lies in a very particular insight,” says Parashar. “Grandma’s legacy is endangered.”

His inspiration for Mama Nourish came from a deeply personal experience in 2021, during the pandemic. When his mother and mother-in-law visited Mumbai to help after the birth of his son, they filled the home with the traditional foods that Indian grandmothers are known for. However, once they left, Yash and his wife Apurva faced a stark reality.

“My wife was having a call trying to learn gond laddus over video, and it was impossible. The realization was that grandma recipes are going to get extinct for this generation and generations to come,” Yash shared.

To validate this insight, he conducted a survey with 200 professionals, revealing that 98% believed they were the last generation to benefit from their grandmothers’ culinary wisdom. That’s how Mama Nourish was born.

“Mama Nourish stands for timeless love and wisdom, which we have inherited for thousands of years,” Yash explained.

Bridging the Gap Between Tradition and Modernity

According to Yash, his company aims to solve three critical issues with its products: the collapse of knowledge transfer, lack of time and energy to make traditional recipes, and the need for convenience in modern lifestyles.

“We bring authentic grandmother’s recipes made of kitchen ingredients in modern convenient formats, because that is the only way to preserve this heritage,” Yash emphasized.

The brand’s flagship product, Laddu Bars, are a testament to this mission. These bars are modern, portable versions of traditional laddus, catering to busy professionals who crave a connection to their roots without compromising on convenience. “Our first product, and best seller, is the dry fruit instant energy laddu bar. It’s something that fits in for a 3-year-old to a 90-year-old. In modern day life, it’s the closest comparison to energy bars,” Yash noted.

The company manufactures in a state-of-the-art facility in Navi Mumbai, which is FSSAI approved and meets global standards, allowing them to produce up to one lakh bars a day.

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Celebrating the Grandmothers Behind the Recipes

When asked about the source of his offerings, Yash discloses that each Mama Nourish product features the photograph of the grandmother who inspired the recipe, creating a personal connection and celebrating their legacy.

“We learn recipes from grandmothers, then our food technologists, dietitians, and chefs ensure it meets scalability, taste, nutrition, form factor, shelf life, and cost parameters,” Yash explained.

One such recipe is for Mithi Laddu, a traditional Marathi dessert, which they obtained from a 70-year-old YouTuber named Suman Dhamane aka Aapli Aaji. Another recipe is for Kamarkus Laddu, a traditional Sindhi dessert. Mama Nourish replicated this dish with the help of Saroj Madan, a 75-year-old grandmother from Kashipur, Uttarakhand.

The company produces its products in state-of-the-art, globally certified facilities, ensuring the highest standards of hygiene and quality.

Highlighting about the arrangements with the grandmothers, Yash acknowledged the complexity of the issue. “We celebrate them, but there is no monetary arrangement. It’s very difficult to give ownership over a recipe that has been passed down through generations,” he said. Despite these challenges, Mama Nourish remains committed to its cause, focusing on preserving as many recipes as possible and celebrating the grandmothers’ contributions.

Expanding Reach and Impact

In just seven months since its market debut, Mama Nourish has made significant strides. With a primary focus on offline channels, the brand is available in corporate pantries, vending machines, and premium gourmet stores like Nature’s Basket.

“We started selling from our website in January, and by March, we were on Amazon. We have closed around one lakh units already. Netflix, Meta, Flipkart, and other major corporations are among our clients,” Yash proudly shared.

Looking ahead, Mama Nourish plans to double its sales and expand its product range. The upcoming festive season will see a focus on gifting, with new products like the Laddu Bar Mini set to launch.

“We’re investing in the laddu bar category and heading towards the festive season with a focus on gifting,” Yash said. The brand recently won a packaging award at the Marketing Excellence Awards, further solidifying its commitment to quality and innovation.

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