Dan’s Foods Highlights the Importance of Determination, Self-awareness, and Hard Work for Success!

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Dan's Foods, a venture founded by Shilpa, had a humble beginning and endured numerous challenges before establishing itself as a prominent player in the confectionery industry.

Shilpa's entrepreneurial journey began when she took a break from her job at HSBC and decided to explore her passion for baking. She enrolled in a bakery course offered by the University of Agriculture Science, which sparked the idea of creating a one-stop solution for bakers and chocolate makers.

When asked about the name "Dan's Food," Shilpa explained that it was derived from the house she used to live in, called Dan Cottage.

Intending to supply bakers and chocolatiers, Shilpa converted a part of her house into a small store using her Provident Fund (PF) money. However, Shilpa faced a setback when she had to take a break after the birth of her son in 2013. During this time, she delved into sugar confectionery and connected with confectionery factories in Bangalore.

In 2014-2015, she transitioned from retail to mainstream manufacturing, focusing on hard-boiled confectionery. With limited funds, she set up a small manufacturing facility and secured a breakthrough by partnering with a wholesaler.

The wholesale market presented a new set of challenges, with an emphasis on volume and price rather than brand building or quality. Shilpa had to adapt and relook at her business strategy when faced with a competitor offering lower prices.

Through persistence and perseverance, she managed to restart her business and secure another breakthrough at Garuda Mall, which opened doors to supplying her products to malls across the country. In 2016, Dan's Foods began collaborating with PVR, supplying lollipops to their outlets nationwide.

Despite the ups and downs, financial constraints, and setbacks faced in the journey, Shilpa remained determined to sustain and grow her business. She navigated challenges such as the COVID-19 pandemic, which impacted her retail distribution when malls were closed. Shilpa adapted by redirecting her products for retail distribution in Bangalore and working closely with a team to overcome the difficulties.

Dan's Food expanded its reach and operations. They established partnerships with Dry Fruit House and became a pan-India distributor for lollipops. They also ventured into private labelling for clients in Tamil Nadu, Delhi, and Gujarat.

Shilpa recognized the importance of taking risks and learning from her past experiences. She understood that to grow the business, she needed more space, increased production capacity, and standardized processes. Shilpa searched for a larger factory and was fortunate to find a 6000 sqft facility.

Initially, Shilpa started with modest resources, investing a meagre amount of 65,000 rupees. Her turnover was understandably minimal, but she didn't let that discourage her.

With time, dedication, and hard work, her business began to flourish. In 2022, her turnover had reached over one crore rupees, a testament to her progress and success.

Currently, Dan's Food employs around 15 to 20 people, primarily focused on manufacturing and packaging. They also have an accounts team to manage financial aspects. For temporary surges in production during festive seasons, they hire contract labourers to meet the demand.

When asked about her past, Shilpa revealed that she had worked for HSBC after studying fashion design. Despite her educational background, she pursued a career in the call centre industry, where she worked for Aviva before eventually landing at HSBC. Shilpa acknowledged that running a business came with its fair share of challenges.

Shilpa built Dan’s Food on her own from scratch. Being a woman made it harder for her, but she remained determined and committed. Despite a lack of financial support, she emphasised that her business is an entity driven by the collective energy and efforts of the entire team.

Shilpa found constant support from her mother, who stood by her side through thick and thin. Her mother's unwavering belief enabled Shilpa to persevere through the toughest times. She also encountered angels in the form of friends and mentors who provided guidance and support when she needed it most.

Shilpa has a clear vision of where she wants to take the business. She aims to create a company that offers a wide range of confectionery products, including sugar-free options, aligning with the market trends and demands.

Shilpa acknowledges the growing demand for sugar-free products and aims to cater to that market. She wants to serve the Indian market and potentially explore exports as well.

Shilpa plans to collaborate with PVR and expand their presence across different states in India. They also have plans to build a factory by 2025 on land they have acquired. The focus is on delivering quality confectionery products and exploring growth opportunities.

Throughout the journey, Shilpa has embraced the lessons learned from failures and setbacks, viewing them as opportunities for growth. Shilpa recognizes her strengths and weaknesses.

Unlike some serial entrepreneurs who dabble in multiple businesses, she chose to focus on what she knew best and dedicate herself wholeheartedly to her business. She believed in building her business steadily, rather than expanding haphazardly for the sake of more turnover or opportunities.

Shilpa's story serves as an inspiration to many. It shows that success doesn't come easy and that one must persistently strive to achieve their dreams. Despite the challenges, Shilpa held onto her aspirations and maintained her faith that the right opportunities would come her way.