Ajmi, a brand that started as a grocery store in Kottayam in 1994, went on to become one of the favourite brands in Malayalis’ kitchen. Ajmi that grew slow and steady within the last 25 years by making steam-made puttu powder is now has a turnover of 100 crores.
The entrepreneurial journey of Ajmi started by selling homemade dried rice flour and puttu powder to neighbours. The story of Ajmi that conquered local, state and global markets with its quality product will surprise anyone.
Technology that ensures quality
Ajmi Flour Mills (India) Private Limited Director RASHID K.A. explains that, as a food brand, Ajmi has been recognised for its quality and hygiene. Right from the stage of collecting rice, Ajmi assures quality. Rice collected from selected farmers will reach the mills. Without any human touch, it is roasted, powdered, and packed using the ‘most advanced technology. Customised technology and machinery are used for the purpose.
In these 25 years, Ajmi captured markets as an iconic brand overcoming many challenges. To realise their father’s dreams, three sons joined the business after education. Modernisation was brought into production and the brand found a place in outside markets. Today, Ajmi controls more than 50% of the total market in Kerala. But that branding didn’t happen over a fortnight.
Getting a celebrity status
Ajmi established its position in the market as steam rice puttu powder brand when actress Bhavana became the brand ambassador in 2015. Ajmi is also trying to introduce complete organic masala powders and liquid detergent solutions in the market. At a time when Ajmi’s worth is at Rs 100cr, Abdul Khader, Founder and Chairman of Ajmi Flour Mills (India) Private Limited, recollects the entrepreneurial journey of Ajmi
