El chocolate es un regalo maravilloso que hicieron los dioses a la humanidad, para recordarnos con su sabor lo que nos espera en el Paraíso” Tomas Delille, Escritor, Francés (1812-1880) E…Descripción completa
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An Unlikely Chocolatier A food technologist works up a delicious business from cocoa. His His Morde Foods is India's largest bulk manufacturer of chocolates. By Shreyasi Singh
Photograph Photograp h by Jiten Gand
Morde Foods ri!ate "imited operates out of a tiny office located on an arterial Mumbai road. retty easy to miss# the office shares nothing with the delightful imagery associated up to vote on this&handrakant title with the product product it manufactures$chocolates. manufactures$chocolates. In his basic# basSign ic# no%fuss clothes# Useful mould. useful same Not Morde# the company's owner# also seems to be cast of that Still# Morde Foods is India's leading manufacturer of bulk chocolates. "ast year# the company sweetened its re!enue slab to nearly () crore and is the chocolatier of choice for mar*uee clients like the
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realised our products were so popular#8 says the 97%year%old. Sheet Music
His rootedness is easily e:plained. +he eldest of se!en sons of a fruit trader in &rawford Market# Morde grew up in Mumbai chawls and studied in go!ernment schools. A good student# he wanted to become an engineer. 8I'!e always been a technical person.8 /uring his school holidays# Morde would help out his father. +hose early e:periences told him he wasn' cut out to be a marketer. 8I could ne!er sell. +hat was not my skill. I thought I was a failure#8 recalls Morde.
;nfortunately# or almost fortuitously# his school%lea!ing grades didn't *ualify him for an engineering course. He turned instead to an undergraduate degree in science from Bombay ;ni!ersity# and grudgingly had to make do with his fourth choice# a course called food production for his Master's. +he course taught selection# preser!ation# processing# packaging and distribution of food. 8I didn't know what you could do with it.8 But Morde threw himself into the sub,ect. In 4<=# a professors got him a ,ob at &adbury's India research and de!elopment team. Morde spent the ne:t ) years working on products like 2risps# >utmate# +urkish /elight and /ouble /ecker. He also de!eloped a new food substitute for an ingredient that went into the iconic ( Star.
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Soon Morde knew e!ery secret that went into A?tec's most%pri?ed disco!ery. 8+hese products Unlock full access with a free trial. were all !ery new. I got a !ery rich e:perience at &adbury's.8
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By the late 4<)s# Morde# egged on by his father# began to seriously think about his own business. +here was# howe!er# only one thing pulling him back$his percei!ed inability to sell. 3hich is why it made perfect reason to enter the chocolate business# not e:actly a dog% eat%dog world. 8+here was only one competitor# Sathe &hocolates apart from &adbury's.8 Bu a chocolate factory needed hea!y in!estments in specialised tools. Morde didn't ha!e any Sign up to vote on this title in 2erala. money but knew he could impro!ise. India had ,ust about started growing cocoa Notsnapped useful up a bag of Useful He Morde knew this because &adbury had in!ested in plantations there. locally%grown cocoa beans to see if he really stood a chance.
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temporary factory in /ecember 456. Sheet Music
+he first three years were spent getting a feel of the market. 8+hat was a testing time for me# to realise who were our customers. In the kitchen# the chef is the king and they'd only want to use imported chocolates.8 Although Morde reco!ered his ( lakh in!estment within four year things sweetened only towards the end of the decade. In 459# they set up a dealership in /elhi and sold their chocolates to the prestigious +a, Air &aterers and +a, Hotel# Mumbai# in 45<. +he beroi Hotels# Ambassador Flight 2itchen and the I+& 3elcome -roup *uickly followed. ther achie!ements ensued including the feat of becoming the first company in India to make chocolate chips. 82wality Ice &reams asked us to do this. +hey used to ha!e a group of women cut chips out of slabs.8
+hrough much of the 44)s# his plant continued to be an early flag bearer of frugal inno!ation. 8After 44(# it became difficult for us to make do with Indian e*uipment. 3e had to upgrade our *uality# increase our capacity so we started buying @uropean e*uipment.8 +oday# more than 9) per cent of his plant is of @uropean make and his brand is firmly entrenched in a robust food economy which is growing e:ponentially.
You're Reading a Preview 3ith opportunities# competition has also kicked in. @!eryone wants a bite of the tempting Unlock full access with a free trial. chocolate pie. Morde knows he's stacked up well for the fight. He's looking to fla!our the business with more layered te:tures including an e:pansion into retail. As long as there are Download With Free Trial cocoa beans# this chocolatier can work up a sinfully%decadent business from them.
