Across rural India, women face significant challenges in achieving economic independence. Limited access to resources, traditional gender roles, and lack of opportunities often confine them to domestic spheres.
In Andhra Pradesh’s Annadevarapeta the situation was no different. “Earlier I used to make pickles in our kitchen, but I didn’t know the regulations to be followed or did not get the best value for it,” shares Shantha Kumari.
This was a reality 31-year-old Neha Alluri and her 70-year-old aunt, Usha Sarvarayalu, decided to change; their solution — The Manduva Project — is helping Shantha Kumari and over 50 others like her to remain financially independent. And they are helping preserve the culinary heritage of their region.
Returning to roots
Before embarking on her entrepreneurial journey, Neha was over 13,000 kilometres away from Andhra Pradesh, in the academic halls of the University of Wisconsin, Madison, where she earned a Bachelor of Arts in Economics and International Relations.
Her time abroad exposed her to diverse cultures and cuisines, deepening her appreciation for the way food connects people to their roots. “For me, it was my grandmother’s egg curry with jaggery in it. Thinking about that meal instantly takes me back to my grandmother’s kitchen,” says Neha.
The COVID-19 pandemic offered Neha a moment of reflection, prompting her to reconnect with her heritage and the traditional recipes that had defined her upbringing. “We were sitting around the dining table and discussing how this pandemic has been a major hit for people involved in cottage industries,” shares Neha.
Usha, who lived on the outskirts of Andhra, was familiar with women who made pickles and podis (dry spice powders), but observed that they weren’t earning a sustainable income. The aunt-niece duo’s combined experiences and desire to make a difference led to the birth of The Manduva Project — a celebration of Andhra recipes through pickles and podis — in 2020.
“Manduva is essentially a courtyard home, where women in the olden days used to come together and make pickles traditionally,” explains Neha. “These women were already involved in the production in the form of a cottage industry, and we decided to work with them under our brand,” shares Neha.
The journey began with a rotating team of 18 to 20 women from Usha’s village, Annadevarapeta. “We started by searching for authentic recipes within our homes and extended our quest to friends, neighbours, and rural women,” says Neha.
Each recipe was meticulously refined until the flavours were perfect. Highlighting Andhra’s culturally rich but diverse flavour profiles.
Highlighting the rich flavours while catering to diverse regional palettes was a tricky element. “We primarily worked on trial and error in the initial days. We tweaked the recipes with different raw materials to see which suited the consumers the best,” she adds.
“The part of Andhra I am from, we add jaggery to most dishes,” Neha shares, challenging the common perception of Telugu food being predominantly spicy. Balancing traditional flavours with universal appeal became key to their success.
This bootstrapped business handpicks raw materials from local farmers that are grown in and around Andhra. Neha gets the oil from her family business. “We also grow our tamarind, mangos, gongura, curry leaves, etc. Spices like Jeera are outsourced from wholesalers,” she says.
Creating a centralised facility
Initially, the project relied on informal kitchen setups, sourcing raw materials from local farmers and family-owned businesses. By 2023, as the demand for their products grew, production inefficiencies — such as electricity and gas waste — highlighted the need for a more structured approach.
In January 2024, the project transitioned to a centralised facility named Samishti Women’s Cooperative Society. “We created the facility as a community space where women could cook together,” shares Neha. The space also functions as a cooperative society, allowing women to use it to make products for other companies, ensuring additional income streams. “We don’t want to refrain them from making more money,” she adds.
Moving from familiar home kitchens to a formal facility required earning the trust of the women. Building strong relationships and understanding their needs were crucial.
Anita Kanuri, who has been with the project since its inception, played a pivotal role in managing the manufacturing process and fostering a sense of community within the new setup. “Yes, there was a little back and forth, but most of them were happy about the shift,” Anita shares. Over time, the facility became a home away from home for the women.
Towards self-sufficiency
Today, the Manduva Project employs rural women aged between 25 and 60. “We divide tasks based on their ability and age. For older workers, we assign jobs requiring less mobility,” explains Anita. Workers are paid based on their output, ensuring flexibility and fairness.
Shantha Kumari, a 30-year-old worker, says that she prefers to come and work here rather than sitting idle at home. “Because of this job, I don’t have to depend on anyone financially. I am self-sufficient and I am also contributing to my family,” shares Shantha proudly.
“The give-and-take relationship with the women is helpful as we can show the output of the hard work that they put forth every day,” says Anita.
Lalitha Devi, who is Anita’s ‘right hand’, says that she would continue to work in the facility, even if she is not paid. “I like the idea of creating a livelihood for us women and this motivated me to join the organisation as well,” she shares.
‘Food transcends mere sustenance’
“Andhra delicacies loved by Telugu people are nice. But non-Telugu people appreciate the taste and flavour profile and complement the authenticity retained in the products, which is heart-warming,” shares Neha, who has been able to satisfy her customers for the past four years.
With customers from cities like Bengaluru, Hyderabad, Chennai, Coimbatore, Kochi and others, The Manduva Project now makes seven types of pickles, eight podis, fryums, namkeen and other items, making a profit of Rs 3 to 5 lakh every month.
“We manufacture around 1,500 to 2,000 kg of all the products a day and most of them are sold out,” says Santha. Primarily selling via their website and a few offline presences, the brand’s Avakaya pickle, which Shantha calls her favourite, and the mango pickles remain best-sellers.
By reviving Andhra Pradesh’s culinary heritage, Neha and Usha have not only created a thriving business but also empowered rural women, providing them with sustainable livelihoods and a renewed sense of pride in their work.
“Food transcends mere sustenance; it is a profound connection to our roots, a vibrant thread weaving generations together,” says Neha.
Edited by Arunava Banerjee; All images courtesy The Manduva Project
