They say ‘Eating is a Necessity but Cooking is an Art’. Taking this art to the next level, 55 years young Bharti Vaidya, a sociopreneur based in Thane, designed Easy-To-Cook & Quick-To-Serve’ recipes bereft of chemicals and preservatives. It started out of supporting home finances, she decided to grind flours and then designed the idea of giving easier versions of the same flours. Seizing the opportunity in the ‘Fast paced’ lifestyle of Mumbai, thorough experiments began and Dhanashree Gruha Udyog came up with premixes like Instant Upama, Sheera, Chakali Bhajani, Laddoos etc. Ready-To-Cook food items were novel to the Maharashtrian market 15 years ago. Dishes like Kande Pohe, Sabudana Khichadi were witnessed in this instant avataar for the first time. These items were not only tasty and healthy but also time-saving and the portions were sufficient to satisfy one’s groaning belly.

Just when business had gained momentum, Bhartitai lost her husband in 2010 leaving a gaping hole. During these difficult times, her daughters Aditi Lele and Vidula Amdekar stepped up and took control of the business. They started taking bold and innovative marketing decisions, began exploring newer markets and sectors, monitoring changes in Government policies and regulations, forecasting procurement and production costs against volatile raw material. Taking the legacy ahead, they are striving to create more and more traditional recipes in the modern avataar. Because Fast Food Need Not Be Junk Food!!