Today we’d like to introduce you to Swapna Savadi.
Hi Swapna, please kick things off for us with an introduction to yourself and your story.
My entrepreneurial journey began in childhood. Watching my parents balance careers in banking with running their own business gave me the confidence and inspiration to pursue my own ventures.
With an MBA in Marketing, I have always dreamt of being an entrepreneur.
Although I am a U.S. citizen, I originally come from the state of Maharashtra, India.
I moved to the United States in 2006, and since then, I have missed the food and products typical of Marathi culture. This experience helped me identify the need to introduce these products in the U.S.
The U.S. market is highly competitive and saturated with a wide range of products, making it challenging to do business and differentiate oneself.
I conducted feasibility and SWOT analyses to evaluate whether my idea would work.
In 2019 , What began as a simple dream gradually evolved into a goal I was determined to achieve.
With a vision to serve the broader Indian community rather than focusing solely on the Marathi community, I established and positioned my brand as ‘Spice Up LLC’
Through market research, I established a viable distribution channel to introduce these unique products to the U.S. market, starting with a modest investment.
I began with just one pallet of products and participated in several exhibitions, conducted sampling sessions, leveraged social media, and created awareness within the community. The Houston Maharashtra Mandal, Vishwa Marathi Parishad , SMAP , Mavla Group , India House, and other organizations generously supported me, offering valuable platforms to showcase my products.
These products were unique to the Marathi community but also commonly used by the broader Indian community.
I began by bringing in 15–20 reputed brands from Maharashtra. Today, I have expanded to 35 brands and have also ventured into natural and organic skincare, haircare, and makeup products.
Introducing these products to retail stores proved to be a major challenge, as I had to diligently work on all the P’s of marketing—product, price, place, and promotion.
Through persistent efforts, I was able to get introduced to retail stores and began supplying my products. Vishala, a major store chain, played a key role in helping me launch these products. Over time, I expanded my supply to 16 major stores in and around Houston. In 2020, I developed my first dedicated aisle at Keemat Katy, and from there, my growth accelerated. I went on to establish aisles and supply to other prominent stores such as Desi Brothers Farmers Market and Triveni Supermarket.
Meanwhile, in 2021, I developed my website, “Marathi Cart USA,” which allowed me to reach customers nationwide by shipping products across the U.S.
I launched pre-orders for specialty air-shipped products, providing unique festival items for Ganpati, Diwali, Holi, and Sankranti.
I believe that we owe it to the community where we live. During COVID-19, I witnessed many entrepreneurs forced to shut down their businesses. To address this, I brought together a group of entrepreneurs, and through regular meetings, we helped each other grow and build robust networks.
As part of their FBLA project, two students from Tompkins High School conducted an interview with me, which also gave me the chance to inspire and advise future entrepreneurs.
I believe in empowering women to help each other thrive and succeed.
The marketing skills and knowledge I gained through my MBA played a key role in building my business, and I cannot overstate the importance of my family’s unwavering support.
My journey wouldn’t have been possible without the continuous support of my customers and stores. Their belief in me has been the foundation of every achievement.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The journey was far from smooth; every step came with its own set of challenges.Every challenge I faced became a lesson, making each achievement even more meaningful.
Developing the logistics was a significant challenge.
While this business has traditionally been male-dominated, I am proud to be breaking the norm.
Even lifting boxes was a challenge at times.
Coordinating large volumes of preorders and ensuring every box reached our customers before the festivals was tough, but incredibly rewarding.
Stepping into an industry with big, established competitors was a significant challenge. Coupled with that, expanding and nurturing a broader customer base tested my perseverance and strategy.
COVID disrupted the entire distribution system, and delays were unavoidable because of limited manpower. To ensure customer satisfaction, I sometimes had to use one-day shipping to meet commitments.
Being Marathi myself, I understand how Marathi consumers are very choosy, so winning their loyalty has been both challenging and rewarding.
Achieving breakeven and generating profits required tremendous effort and persistence.
Thanks – so what else should our readers know about Spice Up LLC ?
“I proudly distribute 35 renowned brands from Maharashtra, India, to 16 grocery stores in and around Houston. My work spans a diverse range of products—flours, snacks, pickles, ready-to-eat foods, healthy and specialty foods, spices, masalas, incense sticks, soaps, and natural/organic/Ayurvedic/ghee-based skincare haircare & make up items. Popular brands I represent include Sohum, Kailas Bhel, Rambandhu, Athavle’s, Gowardhan, Pandit Foods, Barva Skin Care, Chitale, and Shaka Harry, bringing authentic quality products to the local Indian community.”
During festival seasons, I provide specialty foods and snacks by taking pre-orders and air-shipping them from India, ensuring customers receive authentic products on time.”
My website, ‘Marathi Cart USA,’ is under redesign to offer an enhanced experience, allowing customers to place orders and have products shipped anywhere in the USA.”
Are there any important lessons you’ve learned that you can share with us?
Making the right decisions at the right time is crucial for success, and maintaining composure during challenging moments helps navigate obstacles effectively.
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