Pondicherry: While Japan's matcha flavoured tea has become hugely popular in caf©s and bakeries across India, Malaysian entrepreneur Shivaani Suppiah is betting that another green food ingredient - pandan - might make it big in the South Asian nation.
According to BERNAMA News Agency, Shivaani, a 32-year-old from Teluk Intan, is optimistic about pandan's potential in the Indian market, based on encouraging feedback from people in India who have sampled her pandan-infused foods. Pandanus amaryllifolius, known as pandan, is a staple in traditional cooking in Malaysia, Singapore, Vietnam, and Indonesia, revered for its signature aroma as the 'Vanilla of the East.'
Shivaani's mission to introduce this aromatic Southeast Asian plant to Indian consumers begins from her base near Pondicherry in southern India. Pondicherry, known for its unique blend of Tamil and French influences, was chosen by Shivaani for its vibrant community of travellers and entrepreneurs who are open to experimenting with new foods and flavours.
Through her brand 'It's Pandan Only,' Shivaani aims to familiarize Indian consumers with pandan in their diverse cuisine, from dosas to curries. She highlights the brand's focus on experimenting with creating dishes using pandan, aiming to make the flavour more familiar in India, where pandan leaves are primarily known for biryanis and traditional medicinal uses.
Shivaani aspires to make pandan as accessible in India as matcha has become, noting that while matcha is mostly used in desserts, pandan's versatility allows it to be incorporated into a wide variety of foods. Her experiments include infusing pandan into traditional Indian dishes like idli, dosa, chapati, and poori, as well as Malaysian dishes such as nasi lemak and agar-agar. Her key product, a vegetarian kaya spread called "Pandan Coconut Spread," has seen success, selling approximately 20 kilogrammes across India in the past five months.
The idea to penetrate the Indian market emerged after Shivaani moved to southern India in December 2023, where she started growing pandan for her cooking. Encouraged by her cousin, she began making pandan commercially, leveraging her digital marketing experience to build a business around it. Currently, she cultivates around 50 pandan plants, including about 20 mature ones ready for harvest.
Shivaani has received positive feedback from diverse groups in Pondicherry, including locals and international visitors, reinforcing her belief in pandan's potential. Her venture began with a modest investment of RM4,600, focusing on sourcing pandan-based products from Malaysia and branding. Despite rising living costs, the brand operates on a lean financial model, prioritizing small, controlled inventory purchases to maintain sustainability.
Looking ahead, Shivaani plans to expand her brand to other parts of India, including major cities like Chennai, Bangalore, Delhi, and Mumbai. She actively uses social media, particularly Instagram, to share cooking experiments and promote pandan's versatility globally.
Shivaani believes pandan can become a widely used ingredient due to its versatility and affordability. Her efforts in India are driven by a personal desire to reconnect with her roots and share Malaysian culture, especially its food, with a broader audience. Through pandan, she hopes to create a cultural bridge between Malaysia and India.