(April 6, 2024) In the serene fields of Bihar, the journey of the fox nut, also known as makhana, unfolds like a dance between tradition and innovation. Each year from September, the skilled harvesters begin wading through the tranquil waters of the region’s marshlands, delicately plucking the mature lotus seeds from the blooms. Once harvested, the fox nuts are carefully sun-dried on bamboo mats and then each delicate shell is meticulously hand peeled revealing the white kernels within. This superfood – which is a good source of protein and fiber along with micronutrients – has become a favourite among health-conscious people not just in India but in Germany too, thanks to the efforts of entrepreneur Shweta Pahuja, the founder of Just Nosh. “I bring snacks with Indian influence to Germany. Being a snack lover, it inspired me to bring a snack with a purpose and good nutrition to the European market.”
Fox nuts or makhana have been a part of Indian household kitchens for decades now. She remembers her mom sauteing makhana on the pan for her during her growing-up days. That’s how integral it has been to her diet and food habits and she is glad that with more people becoming health conscious, it is found at almost every grocery store. So, when she moved to Berlin with her packets of makhana, her friends in Berlin instantly fell in love with the superfood. This paved the way for her entrepreneurial journey. “The entrepreneur in me thought – why not introduce these nutritious snacks to Germany! This thought led me to find Just Nosh. We aim to provide everyone with a healthy snacking experience with our range of delicious, healthy snacks rooted in nature and culture,” the Global Indian said.
Being someone with a sensitive stomach, she launched a company that attributes free of allergens which can be enjoyed by anyone who has trouble finding a product. “Just Nosh brings healthy, vegan snacks with an Indian influence that is truly good for you. We introduce lotus seeds that are an all-time favourite in India,” she added.
Bringing healthy snack to Europe
Originally from Mumbai, Shweta moved to Germany in 2016 for love. She met her husband while studying, and marriage brought her to Berlin. Coming from an entrepreneurial family – her dad owned a company in the jewellery business, and she always wanted to start her own company. Having worked in a startup in the beverage industry, she had a fair idea of how things worked. When she moved to Berlin, she brought with her a bag full of Indian snacks – something that her new friends in Berlin gorged on. This led to the formation of Just Nosh in 2020. “A healthy and delicious diet is very important to me personally and I am firmly convinced that this is both possible together. India offers rich and, above all, healthy options, and I’m sure that with the right brand, many Indian snacks can be a hit in Europe,” she said in an interview.
However, starting a business in the midst of the pandemic came with its set of challenges. “The prices for shipping from India were very high, which ultimately affected the profit margin. In addition, I neither had the opportunity to meet my producer in person nor was I able to carry out product tests in Berlin,” she revealed adding that the first batch that was shipped to Germany was tasted by her parents for flavours.
Just Nosh
Making fox nuts mainstream
Explaining the process of harvesting lotus seeds found in ponds and rivers in eastern India, she elaborated that farmers harvest the seeds once a year. “They collect the seeds from the bottom of the pond, and after the farmers are done popping the seeds, they are then taken to the factories where the producers roast and season the makhana. Once they are seasoned and packed, they are sent to Germany.” For Shweta,
Just Nosh, which is currently available in three flavours – one sweet and two savoury – is a completely Indian brand that’s shifting the snack market in Europe. Since the snack shelves in supermarkets are just full of potato chips, Shweta wanted to make new snacks known in Germany by offering a better alternative. “That’s why we chose the Lotus Pops as our first snack. They are a delicious and healthy snack hit in India and are now available in Germany for the first time. This superfood consists exclusively of plant-based ingredients, contains no sugar or additives, and is 100 percent naturally delicious,” she said. Since production takes place entirely in India, Just Nosh also makes a social contribution to the people there.
“We support the communities in India, the products are produced in India – it’s a way for me to give back to my country.”
Shweta, who loves spending time with her family, exercising, and watching movies, believes that starting a new venture can be exhausting but it is worth it. Belting out advice to forthcoming entrepreneurs, she said, “Continue towards your goals, be persistent. It’s not about the destination but the journey. It will have many hurdles but don’t give up because you will see light at the end of the tunnel.”
Having become a market fit in Germany, Just Nosh is now planning to expand and bring in more snacks with good nutritional value and quality with Indian backgrounds. “It is important for us to bring the Indian culture in which I grew up closer to the people of Europe.”
- Follow Shweta Pahuja on LinkedIn
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Hailing from a family of farmers, issues concerning farmers are very close to his heart. “I am deeply passionate about the farming sector. I want to make the life of farmers better, and increase their incomes by my investments,” says the advocate of farmer’s welfare. The Mahindra Group’s MeraKisan, an organic agri producer, had partnered with Rahane a few years ago. His goal was to contribute towards delivering sustainable prosperity of Indian farmers with new-age organic farming techniques. “I wish to work upon these issues more in the coming years,” shares the Arjuna award winner.
