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Forgotten Punjabi Drink Goes Global
15 Feb
Summary
- A Punjabi woman revived the traditional black carrot drink.
- Her venture exports 'kanji' to the US, Canada, and Ireland.
- The business employs 20 local women from a village in Abohar.
A revival of the traditional Punjabi beverage, black carrot kanji, is bringing a forgotten taste to international markets. Dolly Setia, from Abohar in Punjab, has successfully launched her venture, "Kanjiwala- Say Hanji to Kanji," exporting the unique, fermented drink made from rare black carrots to countries including the United States, Canada, and Ireland. This initiative not only reintroduces a childhood favorite for many but also creates employment for at least 20 local women from Toot Wala village, involving them in the manual process of preparation.
Setia's journey began two years ago, leveraging her family's existing pickle business and farm-grown vegetables. The manufacturing process, which includes washing, peeling, and chopping carrots before fermentation, emphasizes manual labor to retain an authentic Punjabi flavor. The quality of kanji is also dependent on external factors like sunshine and temperature, crucial for its distinct tangy taste. Beyond black carrots, Setia also produces kanji variants using beetroot, amla, and chilies.
The business, initiated in 2023 with a modest investment of Rs 4-5 lakh, has seen significant growth, with an approximate annual turnover of Rs 1 crore. Approximately 6,000 bottles of kanji have been exported to the US, with repeat orders received. Future expansion plans include exporting to Australia. The venture prioritizes its workforce by providing daily wages, travel expenses, and provisions, underscoring a commitment to community welfare alongside business success.
