Let’s explore how NE CRAFTERS started as a passion project driven by engineers and evolved into a brand that merges sustainability with Assam’s rich culinary heritage.
Bhaswati Kalita
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In the heart of Assam, a quiet revolution in the food industry is unfolding. NE CRAFTERS, a brand built on innovation and tradition, has transformed the ready-to-eat market with its unique offerings. What started as a passion project by engineers and NGO workers has now blossomed into a thriving enterprise.
This is the remarkable journey of NE CRAFTERS, a brand redefining the landscape of sustainable and indigenous food production. At the center of this transformation is Anshuman Goswami, the visionary CEO & founder of NE CRAFTERS. His journey from engineering to social entrepreneurship is an inspiring story of perseverance, innovation, and commitment to sustainability.
Image: Anshuman Goswami, the founder and CEO of NE CRAFTERS, presenting their products in an exhibition.
Outline of the Story
A Journey from Engineering to Social Entrepreneurship
An unconventional beginning forms the foundation of NE CRAFTERS’ story. The founder, Anshuman Goswami, with backgrounds in petroleum engineering, initially ventured into a community development project. They started an NGO to work with underprivileged people, and after that, they started shrimp farming in Balasore, Odisha, which eventually exposed them to the intricacies of the food industry.
This experience sowed the seeds of their entrepreneurial aspirations, inspiring them to create high-quality, ready-to-eat meals that celebrate local flavors while ensuring sustainability.
The Birth of NE CRAFTERS : A NEIST Project Turned Into Business
What began as an idea at CSIR NEIST soon evolved into a promising business venture under Anshuman Goswami’s leadership.
- The First Pitch: The team made its first major pitch to Nestlé, Tibbs, India Angel Network, Caliche Group, etc., in an event at Delhi, gaining valuable feedback that helped refine their products.
- Initial Market Validation: More than 20 initial orders confirmed a growing consumer interest in their offerings.
- Expanding Vision: With market validation in place, the team realized the potential of their business and decided to scale operations.
Scaling Up: Recognitions and Expanding Product Line
As NE Crafters gained momentum, it began receiving industry recognition and expanding its product range.
Government and Industry Recognition
- Participated in SUFALAM, organized by the Ministry of Food Processing, which provided national exposure.
- Won accolades at the World Food India, reinforcing their credibility in the food sector.
Product Launches and Market Expansion
- Initially launched Bhut Jolokia Chilli Oil & Szechuan Pepper Chilli Oil on their official website and Amazon, and within 7 months of their launch got the Amazon Choice Badge.
- Presently products of NE CRAFTERS are available on Flipkart, Amazon, and Blinkit.
Bringing the Taste of Assam and Northeast
NE CRAFTERS is deeply connected to Assam’s rich agricultural heritage. Mr. Goswami has been a driving force behind this vision, ensuring that the brand remains true to its roots. By leveraging locally sourced ingredients, the brand is uplifting rural farmers while offering consumers authentic, high-quality food products.
- Use of Indigenous Ingredients: From bamboo shoot to Szechuan pepper chilli oil, every product showcases Assam’s culinary diversity.
- Expanding SKU Range: Currently featuring 16-17 SKUs, with plans to introduce more regional delicacies.
- Empowering Local Farmers: A significant portion of the ingredients is sourced locally, ensuring fair trade and sustainable practices.
Building the Business: Challenges and Growth Strategies
1. Initial Hurdles and Lessons Learned
Starting with just 2-3 people, NE CRAFTERS faced several roadblocks:
- Navigating food industry regulations
- Managing inventory effectively
- Scaling production with limited resources
2. Key Business Milestones
- July 2023 – December 2023: Business registration and rigorous product testing.
- November 2023: Official regulatory approvals, allowing wider market reach.
- January 2024: Entered the mainstream market with increased production capacity.
- April 2024: Achieved high customer retention and positive reviews.
3. Marketing and Branding Success
- Strong Networking: Collaborations with industry leaders accelerated growth.
- Building a Supportive Community: Engaging customers and food enthusiasts.
- Leveraging Digital Branding: Strategic use of influencer partnerships and online marketing.
The Power of Customer-Driven Growth
One of NE CRAFTERS biggest strengths is its focus on customer satisfaction.
- Best Investors? The Customers!– Anshuman believes that customers are the biggest investors; positive reviews and repeat purchases validate the brand’s success.
- B2C Focus: Ready-to-eat meals tailored to evolving consumer preferences.
- Profitability in a few months: Efficient inventory management and cost-effective sourcing led to early profitability.
A Unique Edge: The World’s Hottest Chili and More
NE CRAFTERS has carved a niche for itself with its daring and unique products.
- Bhut Jolokia: NE CRAFTERS is offering premium quality Bhut Jolokia which is supposed to be the world’s hottest chili, a standout offering.
- Pickle Innovation: Plans to introduce a distinct brand of pickles packaged in glass jars, catering to gourmet enthusiasts.
Star Products
Top-Selling Products Driving Revenue
- Bhut Jolokia Chilli Oil
- Bhut Jolokia Powder
- Szechuan Pepper Chilli Oil
- Lakadong Turmeric
- Bamboo Shoot with Bhut Jolokia
Sales Milestone
Their star products have shown remarkable sales milestones. 1000+ bottles got sold within a few months organically, demonstrating the brand’s massive potential in the spice and ready-to-eat market.
Lessons from NE CRAFTERS Journey
NE CRAFTERS journey is an inspiring testament to perseverance and innovation. Here are some key takeaways:
- Don’t Listen to Naysayers: Trust your vision and stay committed to your goals.
- Stay Close to the Market: Customer feedback is the most valuable tool for improvement.
- Build Strong Networks: Collaborations and partnerships pave the way for success.
Endnotes
NE CRAFTERS is more than just a food brand; it is a movement that fuses tradition, innovation, and sustainability. With a strong foundation, a rapidly expanding product line, and an unwavering commitment to quality, NE CRAFTERS, the brainchild of Anshuman Goswami, is well on its way to becoming a household name in India’s ready-to-eat food segment.
Their journey from engineering to entrepreneurship is proof that passion and perseverance can create something remarkable.
Bhaswati Kalita is a business analyst and storyteller with years of experience in business operations, management, and marketing. She is an engineering graduate and started her professional career as an operations manager in a tech company. To follow her passion as a storyteller, she loves to write business articles and stories. Reach her at bhaswati@diversityassam.com.
