How Ajit Manek went from selling shrikhand at home to a ₹25 crore sweets brand
A Kutchi Lohana family in Mumbai dreamed of a better life. Ajit Manek's father, Himmatlal, who had worked in the cloth market and wafer trade and supplied food to Mumbai theatres, opened a sweet shop in Dahisar West. The partnership fell apart in six months, and so did the business. At just 13, Ajit made a vow: he would succeed in business and show the world.
In 1984, his father started again with a shop named Ajit Sweet, and Ajit joined in to prove himself. The shop was popular, but time was cruel. His mother passed away in 2004 and his father in 2006, and in 2005 the shop had to be sold. The family was back on the road. Money was so short that even school fees were a worry.
Ajit was shaken. His age was rising, expenses were mounting and income had stopped. But he pushed away negative thoughts and began again, making 20 litres of shrikhand at home and delivering it around the neighbourhood. His wife, Bhavnaben, and their two daughters pitched in. A CA friend urged him to add sweets to shrikhand, and by 2014 the business was flourishing.
That year, a dream took shape: a sweets factory. His elder daughter, Dhara, who was doing PhD research on oral cancer, made a bold decision. She left her field and joined the sweets business, studying everything from recipes to licences, laws and market research. Dhara, now CEO, says her dream is simply to fulfil her father's.
Today the factory stands in Bhumi World Industrial Park, Bhiwandi, on 32,000 square feet, with capacity for 5 tonnes of sweets a day. Ajit Sweets supplies over 250 stores in Mumbai, reaches most Indian states and sells in Gujarat's major cities. Indirect exports go to six countries, including Canada, Singapore, Gabon and London. The range runs past 400 products, including 50 barfis and pedas, 50 desi ghee sweets, 25 Bengali sweets and 250 cashew and almond sweets. Annual turnover is ₹25 crore, and 125 people work here.
The family keeps high principles. Ajit says they will never evade tax, exploit workers or cheat customers, and they take back unsold goods. The brand promise is 0% adulteration, 100% hygiene and double compensation. Bhavnaben cooks the satvik lunch for the 125 staff. Ajit says sweets don't cause diabetes. Lack of exercise does, and he walks every morning.
He wants to introduce Indian sweets' variety to the world. After seeing a food fair in Germany, he saw that the English had little beyond chocolate and biscuits. His next ideas include a "Mitho Dabbo" sweet box, and a school for workers' children. The younger daughter, Komal, is studying management and will join as a director soon.
The goal is a private limited company within a year and double turnover in three. As Dhara says, her father's dream is hers too.