Amid the unprecedented challenges posed by the COVID-19 pandemic in 2020. Two visionary women, Mayura Abhisheki and Chitra Kelkar, embarked on a culinary journey to start “Chitramay”. This homebased food enterprise, situated in Mangeshi, Ponda. They offers a delectable range of healthy comfort foods and sweets.
Founding Story
The inception of Chitramay arose from the founders of the enterprise realizing that people were seeking not just delicious. But also healthy and hygienic food during the pandemic. To meet this growing demand, Mayura and Chitra began their culinary venture. Initially focusing on the one thing everyone missed during lockdown – chaat. Starting small with just five orders on their first day of operation, the founders gradually expanded their offerings, catering to other consumer segments.
Mayura and Chitra started their enterprise from a modest home kitchen. As years passed, Chitramay expanded and now operates out of a professionally managed, semi-mechanized kitchen. It is located in Mangeshi.
Products Offered
Chitramay prides itself on using only the finest firstgrade ingredients in all its offerings. With a commitment to quality and taste, their diverse product range caters to a broad spectrum of palates.
At the core of the enterprise’s offerings are its meticulously crafted ladoos. Ranging from traditional Besan ladoos, Wheat ladoos, Moong ladoos, Ragi ladoos, Date & dry fruit ladoos to innovative versions like Choco Ragi Bites for kids (fusion of ragi and chocolate with cookie shapes), their assortment caters to various tastes.
Chitramay also offers assorted ladoo hampers, which are very popular with their customers. Among this wide range of hampers are their nutritious ladoo hampers for new moms. The ladoos in these hampers are prepared using superfoods like methi, aliv, and dink and are nutritionally beneficial to the post-natal health of new mothers. They also help them in lactation.
In 2023, to commemorate the International Year of Millets, Chitramay added Jowar ladoos and Bajra ladoos to their range of offerings. All the ladoos from Chitramay are crafted with pure ghee and organic jaggery and are preservative-free, ensuring that both the taste cravings, as well as the health of their customers are taken care of.
Apart from ladoos, Chitramay is also renowned for its chaat offerings. People enjoy their Pani puri, Shevpuri and Ragda Pattice. Also, their sprouted bhel, Dahi-bhalla, Veg Biryani and Pav-bhaji are a hit with most of their customers. When it comes to their dessert offerings, Sitaphal Rabadi, Strawberry Phirni and Mango Mastani, among many others, are their bestsellers.
About The Founders
Mayura Abhisheki and Chitra Kelkar, the driving forces behind Chitramay, share a common passion for food. Chitra is a native of the beautiful village of Mangeshi in Ponda while Mayura, although originally from Pune, has been residing in Mangueshi, Goa for the last 30 years after her marriage to a Goan native.
Before founding Chitramay, Mayura and Chitra used to lead busy lives, taking care of their children and handling other family responsibilities. However, during the pandemic, the duo decided to convert their shared passion for food into a profit-making venture. This led to the birth of Chitramay. Mayura and Chitra came up with the name of their enterprise by combining a part of their first names“Chitra” and “May” from Mayura – to form “Chitramay”.
During their journey from ideating a strong plan for their enterprise to actually running their enterprise, both have learnt a lot of lessons and skills, which are now helping them in scaling up their enterprise.
Culinary Education
Mayura and Chitra do not hold any professional knowledge of culinary arts. They prepare most of their products by relying on their knowledge of the rich culinary traditions, passed down to them through generations by their family members.
Public Response
The initial response from customers to Chitramay’s offerings was overwhelming. Mayura and Chitra credit their success to the valuable feedback received from customers, allowing them to refine their recipes and offerings. Their specialised desserts like Sitaphal Rabdi gained rapid popularity, and word of mouth, coupled with a robust social media presence, played a pivotal role in the growth of their enterprise.
Major Clients and Market Reach
While Chitramay’s healthy ladoos have garnered attention beyond India, the enterprise’s primary
client base remains in Goa. Their ladoo hampers have become a sought-after choice for various functions, from marriages to baby showers, and also as gifts for corporate events. Additionally, Chitramay’s faral (assortment of snacks and sweets) is always in high demand during festivals like Chaturthi and Diwali. People going abroad also buy ladoos from Chitramay in large quantities for long term consumption.
Apart from laddoos, Chitramay’s live chaat counters are popular during functions like Mehendi, Sangeet, birthdays, baby showers, etc.
Challenges and Support
Setting up Chitramay came with its set of challenges, including the scarcity of skilled manpower and the lack of cost-effective logistics in Goa. However, the founders found solace and support from various quarters.
Mrs. Anita Kavlekar, the founder of The Ponda Business Woman Group, provided invaluable guidance to Mayura and Chitra during the inception of their enterprise. The Women Entrepreneurs Business Network (WEBN), run by its founder Mrs. Siya Shaikh, President Sunitaa Mathur and mentor Dr Sneha Bhagwat, also played a pivotal role in Chitramay’s growth, offering a platform for networking, knowledge-sharing, and mentorship.
A lot of support also came from Shailesh and Vasudev, the husbands of both these women behind Chitramay. From providing practical support in logistics to encouraging and understanding them, they have assisted Mayura and Chitra in overcoming several challenges.
Mayura’s friend Janhavi, too contributed significantly to Chitramay’s digital presence, and her friends Ankit and Swarada further fueled the journey of the enterprise with their unique ideas.
Future Plans
Mayura and Chitra harbour ambitious plans for the future of their enterprise. They aspire to expand Chitramay’s reach globally, envisioning it as a brand offering healthy products influenced by diverse cuisines.
Parting Message
Mayura and Chitra say that healthy and hygienic food is not merely a choice but a necessity in today’s fast-paced life. The ladoos and other offerings from their enterprise are not just delectable but also a product of Indian roots and culture, representing a healthy treat for the global palate.
As Chitramay continues to flourish, it stands as a beacon of culinary excellence and a testament
to the transformative power of passion and dedication in the world of gastronomy.
Contact Information and Home Delivery
To place an order for products from Chitramay’s amazing range of offerings, call/WhatsApp on 9822823835.
Products by Chitramay are available in select shops in Goa. Additionally, they provide home delivery of most of their products in Ponda, Madgaon, and Panjim. They also offer PAN-Goa and PAN-India delivery of bulk orders.
Follow Chitramay on Instagram: https:// instagram.com/_chitramay
