Gujarati Bens Feed Global Desis

Home-grown food businesses, primarily run by Gujarati women from Mumbai and Ahmedabad, are a thriving success among Non-Resident Indians (NRIs) in the US, UK, and Canada. These entrepreneurs, often referred to as 'bens,' meticulously prepare traditional Gujarati snacks like thepla, khakhra, and farsan. Their offerings are highly sought after by students, tech professionals, and other NRIs who crave authentic home-cooked meals while living abroad. The demand stems from a desire for familiar flavors, pure vegetarian options, and a cost-effective alternative to expensive international food markets.

These ventures, some with decades of history like Induben Khakhrawala and Lijjat, have grown through word-of-mouth referrals, leveraging the strong entrepreneurial spirit within the Gujarati community. Without formal marketing, they have built a global presence, shipping their vacuum-sealed products to various countries. The food serves as more than just sustenance; it represents nostalgia, comfort, and a connection to their roots for the diaspora.

By providing these culinary links to home, these Gujarati 'bens' indirectly support the global ambitions of thousands of Indians. Their businesses, rooted in traditional kitchens, have become a significant 'soft power' for Gujaratis, ensuring a taste of home travels across continents. This model highlights the enduring appeal of authentic, homemade food in an increasingly globalized world.