a wind of change from women’s development to women-led development…
In the heart of bustling Delhi, Devika Menon, a young entrepreneur, commenced her culinary journey in her mother’s kitchen, unknowingly sowing the seeds for a remarkable story of empowerment. On this crisp morning back in 2019, she laid the groundwork for Phool Kumari Bakes– a venture fuelled not just by a passion for pastries but by a profound commitment to uplifting women.
However, her journey began in the distant echoes of 2009, when Devika Menon began working as a development consultant, immersing herself in work involving the diverse marginalized communities across the country. Actively engaged with women in these communities, Devika’s conventional job title belied the passion that pulsed within her for the pursuit of a more meaningful cause — empowerment.
“I wanted to do something more meaningful, something for and with the Phool Kumaris that I met along the way,” Devika revealed, her heart yearning for a purpose beyond the confines of a typical job description.
It was at this pivotal juncture that she made a courageous decision to leave her corporate role, igniting the inception of Phool Kumari Bakes—a venture where the sweet aroma of freshly baked goods would symbolize not just culinary delights but a commitment to uplifting the lives of women. Thus, leaving behind the structured world of development consulting, Devika ventured into the uncharted territory of entrepreneurship, pioneering a women-led home-baking enterprise.
Yet, the journey was not without its challenges. Devika candidly admits that the hurdles seemed to outweigh the incentives, making it tempting to consider giving up. However, amidst the difficulties, the shimmering goal in Devika’s eyes gained renewed clarity.
A significant turning point came when she observed the remarkable progress of the Phool Kumari bakers. Many of them, lacking formal education, now adeptly bake recipes based on demand. “Today, they can translate text to speech using Google features and manage orders, perfectly balancing the customer’s expectations,” says Devika. Witnessing their determination and growth became a source of strength for her.
When questioned about the applicability of the Phool Kumari model to other small enterprises, Devika confidently reiterated, “What can a woman not do?” According to her, by uplifting sections of society, fostering occupational engagement, and providing avenues for personal growth through a grassroots approach, we can genuinely make every section of the nation “atmanirbhar” or self-reliant. This conviction underscores the belief that empowering women is not only transformative for individuals but has the potential to ripple positive effects throughout various segments of society, fostering self-reliance at every level and this saga of women-led mission of atmanirbharta does not end with Phool Kumari Bakes. Today, an average of 20.5% of all SMEs of our nation are women-owned, seeing a significant jump in the years 2021-22, as reported by The Economic Times.
A key in this development is the usage of social media platforms. Social media platforms have become indispensable tools for the small businesses, playing a pivotal role in their growth and sustainability. These platforms offer an accessible and cost-effective means for women-led enterprises, and small enterprises in general, to establish and expand their online presence.
“Through strategic use of platforms like Facebook, Instagram, and Whatsapp, we are able to reach our audience and engage with customers directly. It has also bridged gaps and strengthened the consumer’s trust on home-based products over branded goods,” mentions Devika.
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Thus, as we speak, the vision that sparked in Devika’s heart, ignited within the familiar warmth of her mother’s kitchen, has grown into a force of change. The powerful team led by her today envision a future where their humble kitchens evolve into a storefront and availability on cloud-based delivery apps.
“That’s the plan for this new year,” Devika declares with a hopeful glee, embodying not just confidence in her aspirations but unwavering faith in the cause of millions of women worldwide who have dared to dream beyond the confines of tradition.
