Curry Business Thrives at Farmers Markets for 6 Years

Perzen and Rushad Patel turned a kitchen shortcut into a recipe for small business success, selling 250 jars of authentic Indian curry paste each week at Auckland farmers markets.

The couple moved from India to New Zealand in 2019 with two young children, ages one and three. Without the domestic help they'd had back home, Perzen started batch-making curry pastes to simplify weeknight cooking for her family.

Her husband Rushad suggested they sell the pastes, and by October 2020, Dolly Mumma was born. They named the business after both their grandmothers, who coincidentally shared the same name.

The Patels launched at Parnell Farmers Market, selling just 30 to 40 bottles that first weekend. Within months, the business grew so promising that Rushad quit his insurance job at ASB to work on it full time.

Six years later, they're still at the same two Auckland markets, now moving five times their original volume each week. The secret to their success? Ignoring conventional wisdom about getting into supermarkets.

"We'd have to sell two jars in a supermarket for every one jar we have to sell at a market to make the same margin," Perzen explains. The math made their path clear: scale through more markets, not retail chains.

Their weekly presence at farmers markets gave them something priceless beyond profit margins. Real-time customer feedback helped them tweak recipes and introduce new products that actually resonated with buyers.

The couple invested just $700 to start: $500 for their logo and $200 for a market table. Everything since has been funded by reinvesting their earnings while keeping overhead low.

Why This Inspires

The Patels prove that the flashiest path isn't always the smartest one. While most food startups chase supermarket shelf space, they found sustainable success in a business model many overlook: direct sales at community markets.

Their approach demonstrates that profitability matters more than prestige. By focusing on margins instead of massive distribution, they've built a business that supports their family without sacrificing their values or drowning in debt.

After 18 months at maximum capacity, they're finally ready to hire help and expand to more Auckland markets. They ship nationally already and plan to lean into online sales while possibly exploring artisan stores like Farro down the road.

The Patels' slow and steady approach kept their family business sustainable while their children grew, and now they're positioned to scale on their own profitable terms.