Kahini Chakraborty – Mumbai
Ravi Kamal Flour Mills, traditionally atta manufacturers, has launched its health food brand Jiwa as well as opened one-of-its-kind roti concept cafe- ‘Cafe@ Jiwa’ in Bandra, Mumbai. The company is engaged in bakery related manufacturing operations such as biscuits, bread and rusk manufacturing. Cafe@Jiwa as part of its menu offers Roti Wraps, Gourmet Rotis and Dessert Roti options. The company offers different varieties of attas such as Probiotic Chakki Fresh Atta, Nutra Multigrain Atta, Nutra Soya Atta, Diabetic Care Atta, Blood Pressure Care Atta, Slimming Atta, Fitness Atta, Gluten free Atta, Thepla Atta and Missi Atta. The atta combinations contain a blend of whole grains, natural vegetables, edible seeds and other super foods in exacting proportions.
Speaking exclusively to Food & Hospitality World on the idea behind introducing a roti concept cafe, Raghav Gupta, director, Jiwa said, “Bread is a western offering that we all have taken to. Our very own whole wheat rotis and chapattis can be just as tasty and way healthier. We wanted to bring rotis back, and Jiwa is more than just a health product brand. So we decided to start a roti concept café. Café@Jiwa is a one-of-its-kind roti concept café which we exclusively offer at the Jiwa Experience Centre in Bandra. At Jiwa, we strive to inspire a healthier lifestyle through natural, nutritious and wholesome food. Roti is the most integral item of an average Indian meal, yet it is the most ignored. Our products are manufactured and packaged in-house at our ISO 22000: 2006 certified, state-of-the-art manufacturing plant in Khopoli, Maharashtra.”
Elaborating on its expansion plans, Gupta informed, “We receive lot of attention from interested parties looking to take up franchisees but we want to expand carefully. Presently we are test marketing our attas in different Tier I and Tier II cities in the country. In Bengaluru, our products are now available at Bigbasket.com, the biggest online retailer. In Delhi we are available with premium general trade stores. Similarly in Baroda all our products can be sourced from Apex Dry Fruits. We are also present on modern trade platforms like Westside – Gourmet West, Nature’s Basket, Foodhall and Reliance Fresh across the country. For the café concept we are looking at partnering with a leading hospitality group who can take this concept pan India and abroad.”