From College CEO to Millet Pioneer – A Story of Resilience
In 2015, Subathra, a millet pioneer, made the bold decision to quit her stable career as CEO and Vice Principal of a prestigious Emerald Heights College for Women in Ooty, Tamil Nadu, to pursue her entrepreneurial dream of empowering women through healthy food. With no background in the food industry but a vision to revolutionize millet-based food products, she launched PVR Foods in 2016, focusing on ready-to-cook millet batters under the brand Bommi Dhaniyam. Subathra Millet Pioneer Journey exemplifies her passion and determination to make a significant impact in the healthy food industry.
Despite her efforts and excitement, the early days of the business were far from easy. The first batch of 200 packets of idli dosa batter, made from nutrient-rich grains like ragi (finger millet) and pearl millet, faced skepticism. When Subathra approached a retail outlet in Coimbatore, the shopkeeper dismissed her products, bluntly stating that customers would reject any idli that wasn’t white. This moment was a humbling reminder of how difficult it is to challenge traditional food preferences, especially in an industry as culturally entrenched as India’s food habits.
Despite selling only 15 packets in the first month and battling self-doubt, Subathra’s resolve didn’t waver. Her journey closely resembles that of many successful entrepreneurs, such as Indra Nooyi, the former CEO of PepsiCo, who also had to fight against the status quo. Nooyi transformed PepsiCo with a focus on healthier product lines, just as Subathra aimed to introduce a healthier food culture through millet-based products.
Image Credits: 30 Stades
Overcoming Challenges: A Hands-On Approach
Instead of giving up, Subathra took a grassroots approach. In March 2017, she enlisted the help of her ex-students, setting up food stalls outside grocery stores, offering freshly made dosas and idlis with chutneys. This direct engagement with consumers—letting them taste the product before purchasing—turned out to be a winning strategy. As more people experienced the taste and health benefits of her millet batters, sales started to pick up.
Image Credits: 30 Stades
Her success story mirrors Kiran Mazumdar-Shaw, founder of Biocon, India’s largest biopharmaceutical company. Mazumdar-Shaw, like Subathra, began her journey with limited resources, launching Biocon in a garage. She faced constant rejection and challenges but persisted with the belief in her product’s potential. Today, Biocon is a global leader in its field.
Lessons in Resilience and Innovation
Subathra’s story teaches us that entrepreneurship is often a journey of resilience. Much like Ritesh Agarwal, the founder of OYO Rooms, Subathra started with a vision that was initially met with resistance. Agarwal faced skepticism when he introduced budget hotels under the OYO brand, much like Subathra’s millet batters, which were viewed with suspicion by shopkeepers and customers alike. But just as Agarwal redefined budget hospitality, Subathra is steadily redefining the convenience food market with healthier alternatives.
Empowering Women Through Business
One of Subathra’s primary motivations was to empower women through her venture. By employing and training women in the production and marketing of Bommi Dhaniyam products, she made sure that her business had a social impact, creating jobs and instilling confidence in women entrepreneurs. This approach is reminiscent of Chetna Sinha, founder of Mann Deshi Mahila Sahkari Bank, which focuses on financial literacy and business training for rural women.
Image Credits: Facebook/ We Wonder Women
Subathra’s journey is one of learning, adapting, and persisting. While the road to success hasn’t been easy, her belief in her product and mission has driven her to overcome numerous hurdles. Today, Bommi Dhaniyam products are gaining traction, and her story continues to inspire a new generation of entrepreneurs.
An Ongoing Journey of Growth
Subathra’s millet-based ready-to-cook products are steadily changing the food landscape, much like how other industry giants have shifted paradigms in their fields. Her journey from being a college CEO to an entrepreneur in the millet food business highlights that success is often born out of challenges. In a world increasingly shifting toward healthy food alternatives, PVR Foods has the potential to become a household name.
Image Credits: Facebook/ PVR Foods- Bommi Dhaniyam
Her inspiring journey serves as a reminder that persistence, innovation, and a mission to make a difference are the true ingredients of success.
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