Ahead of International Women’s Day, ItsGoa speaks to Sara Faye Mascarenhas, the woman who keeps the wheels turning at Fierce Markets’ bustling open air market, near Margao, as its market manager. As the on-ground face of the bustling entrepreneurial space, she oversees everything from food truck hygiene and vendor coordination to customer experience in a fast-paced, open-air environment. From handling operational surprises to ensuring every guest leaves satisfied, her role blends hospitality, crisis management and leadership in equal measure, as part of her fast-paced culinary entrepreneurial adventure.
You run the open air market at Fierce Markets. What does a typical evening look like for you?
My role is to ensure smooth operations. From the minute I step into the space, I’m looking at everything from the hygiene of the food trucks to the students of Kamaxi College of Culinary Arts, Verna, who are working with us. My main purpose is to create a warm ambience for our people. When guests enter, they shouldn’t feel like they’re walking into an ordinary place.
I am the face of the market on the ground, and I need to carry our brand. So from the energy to the fast paced environment, I ensure customers have a seamless experience. From 5:30 pm when guests start coming in, until we close around 11.30 pm or sometimes even 1 am, I’m constantly on my toes.
What are some of the biggest challenges you face on the ground?
In an open-air space like this, anything unexpected can happen. Challenges range from operational surprises to technical issues that can suddenly plunge the place into darkness.
A technical challenge we faced recently was when hot oil spilled and we had to rush someone for medical care. In those moments, you have to act immediately. The key is maintaining equilibrium. Even if there’s chaos backstage, the customer should not feel it. They can sense tension in the air, through body language, facial expressions, even the way staff speak to each other. So I always remind my team: calm down, handle it, but don’t let it show outside.
And lastly, if the customer says anything, we take it very seriously. I am the first point of contact between the customer and the owners of this market. I cannot let customers go without a good experience, so I’m always on my toes. That responsibility is something I don’t take lightly.
When working with food entrepreneurs at the market, what qualities stand out to you?
I don’t select the vendors myself, but I work very closely with them on operations. One quality
that really stands out is adaptability.
In the beginning, it was challenging because not everyone was willing to adapt. There would be resistance: “I can’t do this,” or “This doesn’t work for me.” But the entrepreneurs who thrive are the ones who are open to change, willing to improve, and ready to take accountability.
And of course passion. They genuinely love what they are doing. It’s beautiful to see them experiment with new dishes and chef specials. When I serve their food and say, “This is a new creation,” I feel proud. Their excitement becomes part of the customer’s experience.
What are the mistakes you often see new entrepreneurs make?
The mistake I see most often is that many try to do everything themselves, from cooking and plating to handling payments, but they overlook service and presentation. Both service and presentation play a role in ensuring a customer has a good experience. When a customer gets both time and again, they’ll be dedicated to you. So the mistakes I see most often are related to consistency and a fear of delegating work.
What has your experience been like as a woman in this field?
In this field, a woman has a lot of roles. I believe we women do a great job balancing work and life. We take on plenty of responsibilities such as managing things behind the scenes, but rarely do I see them in front. My advice to other women would be to believe in your resilience and not hesitate to step into the spotlight. Your work deserves to be seen.
