Meet our member Jalni Shah, the dynamic owner of SSS Foods (https://sssfoods.com.au/) who has built a thriving food business driven by her passion for authentic flavours. With a background in finance, she transitioned into entrepreneurship in 2018, managing a food manufacturing business while her husband launched a recruitment company. Identifying a gap in the market for fresh and unique chutneys, she successfully secured a national launch of Jalsa Chutneys into Woolworths in November 2024. Committed to quality and innovation, Jalni ensures her chutneys stand out with bold flavors and high-quality ingredients. Passionate about helping others navigate the challenges of working with large retailers, Jalni is eager to share her experiences and support aspiring food entrepreneurs.
Here is an interview with her.
Tell us a bit about yourself – what you do, your hobbies, passions, dreams etc
I’m a UK-born Gujarati who moved to Sydney in 1999 with just backpacks, and over the years, Australia has become my home. I have three children, aged 21, 19, and 16, and we live in Castle Hill. While my background is in finance, in 2018, my husband and I decided to dive into business. He launched his own recruitment company, and we also acquired a food manufacturing business, which I ran. Food is my passion, and I love seeing people enjoy the creations I put together. We identified a gap in the market for fresh, unique chutneys, and despite the challenges, we managed to secure a launch with Jalsa Chutneys nationally into Woolworths in November 2024.
What marketing strategies have worked best for your brand’s success?
In terms of marketing strategies, we focus heavily on promoting our products through Woolworths and have built strong relationships with influencers who actively engage with our brand. Food is one of those things that everyone loves to share on Instagram, and we leverage this by encouraging influencers to showcase our products, which helps boost visibility and create buzz around our brand.
What does a typical day in your life looks like?
A typical day for me involves a mix of planning, managing orders, procurement, social media, and promotions. I also make time to talk to customers, staying connected and listening to their feedback to ensure we’re meeting their needs. On production days, I like to roll up my sleeves and help out with the team, identifying areas for improvement. If I’m not directly involved, how can I know where things can be better? With trucks arriving every day, forklift driving is also part of my routine. We run a tight ship, and I’m always hands-on to keep everything running smoothly.
What makes your chutneys and dips unique compared to others on the market?
Our chutneys are unique in the marketplace because they offer a fresh, flavourful twist on traditional recipes, using high-quality ingredients and authentic methods. We focus on creating unique combinations of spices and ingredients that aren’t commonly found in the typical condiment section. Each batch is crafted with care, ensuring bold, fresh flavours that stand out from mass-produced options. Additionally, our chutneys cater to a growing demand for innovative and gourmet food products, making them a perfect addition to modern kitchens. With a focus on quality, freshness, and creativity, our chutneys bring something new and exciting to the market. Please view our chutneys and more information on http://www.jalsafoods.com.au
We have had enough learnings dealing with large retailers, and would be happy to provide assistance to anyone wanting to embark on this journey.
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