Punjab Woman's Jaggery Brand Hits Rs 2 Crore Revenue

Navnoor Kaur was tired of watching her milk turn sour every time her family added jaggery to it. When her household decided to swap refined sugar for the healthier alternative in 2018, she discovered a problem plaguing kitchens across India: traditional jaggery was inconvenient, tasted off, and hadn't changed in 50 years.

While completing her MBA at IIM Ghaziabad, the idea stayed with her. She knew countless families wanted to make the healthy switch but were held back by poor quality and inconsistent products sold loose in markets.

In 2019, Navnoor started experimenting in her home kitchen while working full-time as a sales professional. She created 15 different jaggery recipes, eventually narrowing them down to four winning products including jaggery as a milk enhancer and mouth freshener.

The breakthrough came when she met Kaushal Singh, an agriculture MBA who owned a hygienic manufacturing facility. Singh had once dreamed of building his own jaggery brand but abandoned it due to poor market response, turning instead to refined sugar production.

Together, they launched Jagger Cane in 2021 with a clear mission: transform jaggery from a dusty afterthought at the back of stores into a trendy, must-have product. Their secret was simple but effective: let people taste it first.

Throughout 2020, they set up sampling stalls in Ludhiana to test their products. The coconut jaggery crumb became an instant hit, with customers buying after their first taste.

Navnoor quit her corporate job in 2021 to focus full-time on the venture. The gamble paid off spectacularly, with Jagger Cane reaching Rs 2 crore in annual revenue by 2023.

The Ripple Effect

Beyond the business success, Jagger Cane now partners with 22 farmers across Punjab, helping them earn more from their sugarcane crops. The company runs an all-women manufacturing facility that produces tons of preservative-free jaggery every month, creating jobs while solving a real health problem for Indian families.

By addressing shelf life, taste, and hygiene, Navnoor proved that even traditional products can find new life with fresh thinking. What started as one woman's kitchen frustration is now helping thousands make healthier choices without compromise.