It is said when one door closes, another one opens. This adage is true for the Athavale family whose entrepreneurial endeavour, Sushila Gruh Udhyog, has transformed into a flourishing sweet business in Pune. When Purushottam Athavale retired in 1970, rather than sit around the house and do nothing, he decided to start selling homemade wadi – a unique type of burfi. Together with his wife Sushila, he attracted a lot of customers with this special delicacy. Their son, Milind, joined hands in 2000 and took over the enterprise and continues to add strength to it. The company uses the label Athavale’s and is a trusted name in the food industry.
Athavale’s began with special varieties such as amba wadi (mango burfi), kajukand wadi (cashew nut burfi), and shrikhand wadi (strained yoghurt burfi). Their motto was simple: providing delicious food products with the best quality.
The 45-year-old family business is now run by Milind Athavale’s wife Maitryee and son Shantanu. Once a humble start-up, the brand now engages semi-automatic machines and labour force to churn out 500 kg of goods on a daily basis.
Their list of specialities today includes a wider range of flavoured wadi including amrakhand (mango yoghurt), gulkand (rose petal jam), sesame, custard apple, and jambul. They have also expanded to include namkeen such as patal pohe chivda (thin flattened rice mix), maka chivda (cornflake mix), bhajka poha chivda (fried flattened rice mix), and murmura chivda (puffed rice mix).
Wadi is a unique product by Athavale’s, and hence the brand has a monopoly in the market. The brand uses only the choicest dry fruits and ingredients, which provide rich flavour as well as nutrition. Their astute market knowledge and customer feedback help them innovate products which sell like hot cakes when they hit the shelves.
With almost half a century in the sweet business, Athavale’s has earned a deep trust from its customers who vouch for the high quality products sold by the Pune-based confectionery.