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From Hubballi to the World: The Global Success of Jowar Rotti
Jowar Rotti, a traditional dish from the North Karnataka region, has long been a favorite among locals for its crispy texture and health benefits. But today, this humble rotti has become a symbol of success and innovation, as it has crossed regional and national borders to gain popularity in international markets. At the forefront of this remarkable journey is Poorva Food Products, a company based in Hubballi, which has transformed the production of Jowar Rotti into a booming business, reaching markets as far as the USA, UK, and Australia.
How It All Started: A Family's Journey
The story of Poorva Food Products begins with Linganagouda Patil, who was running a small paying guest (PG) service in Hubballi. Facing challenges due to labor shortages, he purchased a chapathi-making machine in 2011. However, the machine didn't perform as expected. Determined to find a solution, Linganagouda’s son and brother modified the machine, creating a specialized version for making Jowar Rotti. This innovation became the key to the family's success in the rotti business.
Initially, Linganagouda and his family produced just a few dozen rotis each day, but as word spread about the unique taste and health benefits of Jowar Rotti, the demand grew rapidly. The family decided to set up a formal production unit in the industrial area, and thus, Poorva Food Products was born.
Expanding Locally and Globally
Today, Poorva Food Products is producing up to 15,000 rotis per day, with orders coming from across North Karnataka and neighboring states. But the company’s reach doesn’t stop there. Poorva Food Products has become a supplier to major metro cities like Hyderabad, Delhi, and Mumbai, and has even expanded its market to international destinations such as the USA, UK, Dubai, and Australia.
What sets Poorva Food apart is its commitment to affordability and quality. The company has ensured that each Jowar Rotti is made from high-quality jowar (sorghum), and despite the growing demand, they have kept the price affordable at just Rs 3.50 per rotti. By focusing on maintaining high standards and packaging the rotis carefully to ensure longer shelf life, Poorva Food has earned a reputation for providing a product that is both delicious and durable.
The Secret to Success: Innovation and Dedication
Poorva Food Products’ success story is not just about producing Jowar Rotti, but also about understanding the importance of innovation and quality control. The company uses advanced machines and employs a team of 35 women who are integral to the production process. The company has also expanded its range to include sajje rotti (pearl millet) and ragi rotti (finger millet), catering to seasonal demands.
During the wedding season, the company experiences a surge in demand, requiring up to 50 tons of flour each month. Despite scaling up production, Poorva Food Products has ensured that quality remains uncompromised. Employees wear gloves, caps, and use filtered water in the production process to ensure cleanliness and hygiene.
Future Plans and Global Expansion
As the demand for Jowar Rotti continues to rise, Poorva Food Products is looking towards further expansion. The company is planning to secure an export license to directly ship their products to international markets, further increasing their global presence. The company is also focusing on local franchises to make their products more accessible in areas with high demand.
From humble beginnings with a 100-rupee investment to achieving a turnover of 1 crore rupees, Poorva Food Products’ success is a testament to the family’s dedication and hard work. Girish Patil, the son of Linganagouda, speaks with pride about the company’s journey: “What started with a small investment and a lot of determination has now turned into a successful global business.”
A Healthier, Tastier Future
The rise of Jowar Rotti in both domestic and international markets is a reflection of the growing global trend toward healthier eating. Made from 100% natural ingredients, Jowar Rotti offers a nutritious, gluten-free alternative to other bread products, packed with essential fibers and minerals. As Poorva Food Products continues to grow, it is bringing not just a taste of North Karnataka to the world but also a message of health and sustainability.
The success of Poorva Food Products highlights how a traditional food item can evolve and make its mark on the global stage, benefiting people everywhere with its delicious taste and health benefits. As they expand their footprint, Poorva Food is poised to become a key player in the international food market, making Jowar Rotti a global phenomenon.
