We can experience nature’s bounty in the beautiful Bordi-Gholvad region in Palghar district. The wells on the coastline that is surrounded by the sea actually have sweet water. There are chickoo plantations on a large scale on this characteristic coastline. The chickoos from these plantations have a unique sweet taste which cannot be found anywhere else. That’s why the government has given the Gholvad chickoos a GI tag.
Decided to make a powder from ripe chickoos which can be used in other products The Churi family belonged to this town and they owned a small chickoo plantation there. After completing engineering from VJTI and doing a job for a few years, Mahesh started an export oriented engineering factory at Bordi in 1996. The business was well set there. However, Mahesh was unhappy about the fact that despite the chickoo from his hometown being famous, other products could not be or were not being made from the fruit, and that tonnes of the fruit was going waste. He kept thinking of whether something could be made from these chickoos. In 2013, he decided to make a powder from dried chickoos which could be used in other products.
Although tonnes of chickoo powder had to be discarded, he didn’t give up Mohak tells about this experiment of his father’s, “My father soon realised that the process to make powder out of chickoos was not an easy one. If the powder is prepared after drying the chickoos, it doesn’t turn into a powder but into a pulp. But he was successful in coming up with a process after tremendous efforts and numerous experiments. He thought that sweet shop owners would purchase this powder and make products using it. But he was wrong. After all, they did not know what was to be done with this powder, and so there was no demand in the market either. As a result, he had to throw away 2-3 tonnes of chickoo powder worth Rs.2-3 lakhs. Normally, a few drops of colour or essence are added to sweets to give them fruit flavours. Preservatives need to be used in fruit pulp as well. However, my father was looking for an all-natural pure product, which is why he chose the powder form.”
Opened 3 chickoo parlour outlets offering 21 chickoo products within 6 months By now, he had realised that if he had to continue working, he only would have to prepare the powder and products from it. After relentless efforts, he was successful in coming up with 21 products, including ten types of sweets, toffees, milkshakes, ice creams, matka kulfi, stick kulfi, roll cut, etc. Mohak also got guidance and support from his paternal and maternal uncles. They started a ‘chickoo parlour’ in 2016, initially in their grandmother’s home and eventually in a small shop on Bordi beach. Bordi beach normally sees tourists from Nashik, Mumbai and Gujarat. Every visitor to this place does a round of the chickoo parlour.
Within six months thereafter, they opened branches in Food Hub in Palghar on Ahmedabad Highway, at Express Hub on Thane-Nashik Highway and at Pariwar Garden Hotel. They got an overwhelming response at both food hubs. Each of their 21 products is prepared in Bordi and then transported to all the outlets.
They follow the principle of ‘produced by masses’ rather than ‘mass production’ To make chickoo powder, they essentially use naturally ripened fruit that falls from the trees. The Adivasi children within the locality gather the fallen fruit and hand the produce over to the owners. The produce starts rotting two days thereafter, which also makes it impossible for it to be sold. They purchase this at a rate of Rs.10-15/kg. This generates a source of payment for the Adivasi children as well as solves the question of the owners of the produce going waste otherwise. Of course, the fruit has to be large enough, it should not stink, the rotting process should not have started, and if it is not fully ripe, there should be no chicle. The fruit is then washed, chopped and dried before it is made into a powder. Mohak’s father ensured that while manufacturing the powder, the principle of “produced by masses” is followed rather than mass production. Therefore, the Churi family prefers employing local women to carry out this work rather than using machines.
One harvest gives 1 lakh kg chickoo, which in turn yield 10 tonnes of powder If the chickoos are directly dried under the sun, there’s a chance of them blackening. In view of this, Mahesh designed a specific kind of tent, which took him 5 long years. Chickoos are dried in each of these tents in 12-15 netted trays with adequate sunlight and air. This also helps keep dust at bay. In the winter season from December to March, these chickoos are dried in a total of 35-40 tents. The chickoos after this season have higher content of chicle and even the taste is slightly astringent. 500 kg chickoos are cut daily. One harvest gives 1 lakh kilo chickoos, which yield 10 tonnes of powder. Ten kilo chickoos are processed to make 1 kg powder. This powder is stored in airtight containers, which stays good for 18-24 months. They do not use any preservatives in this process.
Exporting to other states or countries possible thanks to modified atmospheric packaging They have now started using modified atmospheric packaging, which will extend the shelf life from 5 days to one month. This will be very useful when it comes to exporting the powder. The increase in its shelf life will allow the product to enter the retail market, and the manufacturers can also consider franchising.
In their factory and chickoo parlour, they have a total of 50 employees to carry out various tasks like cutting and drying the fruit, etc. During the harvest season, the women who work with them are paid a daily rate of Rs.10/kilo, thus Rs.200 for 20 kilos. The good part is that they are paid the daily rate for working only till noon or 1 pm. Approx. 300-500 chickoos are cut daily.
Chickoo kulfi, double decker barfi, chickoo cashew roll are the highest selling products The milk-based barfi and pedhas last for 5-7 days whereas the chickoo cashew roll, chickoo katri and sugar-free barfi last for 10-15 days. Packed boxes are sent out from their factories. Since they’re now on the brink of completion of 5 years, they now have a good judgement of which products are required where and in how much quantity. Their sale is the maximum during the monsoon season and from November to January, February is slightly less and it is the least in the summer months of March and April. Chickoo cashew roll and double decker barfi are their highest selling products. Customers really like their chickoo kulfi made of milk, chickoo powder and sugar. Since the chickoo powder itself is grainy, the kulfi doesn’t need custard powder unlike other flavours. People are after them to open outlets in Mumbai. At the recently held North Chamber of Commerce exhibition, they sold 1000 kulfis in just 2 days. In general, 1500 kulfis and 500-600 boxes of barfi get sold in a month.
When we talk about mangoes, oranges, sweet lime, pineapples, we instantly think of attractive coloured juices, jams, jellies and many other products. However, chickoos are unfortunately often associated with misers (in the Maharashtrian culture). Full of nutrients, minerals and fibre, this is a much underrated fruit. However, in his attempt to come up with unique and varied products, Mahesh Churi has attracted the attention of thousands of customers. His wife Ratnamala, his two sons Mohak and Subak, their wives and his cousin Pranit Raut are all striving to fulfil his dream. Through their ‘Chickoo Parlour’, they are certainly successful in ensuring that the fame of Gholvad’s sweet chickoos is spreading far and wide.
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