Auckland-based business Dolly Mumma has steadily grown a niche market for Indian curry pastes and spices through weekend farmers’ markets, bypassing the traditional supermarket route to focus on profitability and direct customer engagement.
Founded by husband-and-wife team Perzen and Rushad Patel, Dolly Mumma began in late 2020 after the couple moved to New Zealand from India. Drawing inspiration from their grandmothers, both named Dolly mumma, the pair started crafting homemade curry pastes to support their young family’s cooking needs. Encouraged by early feedback, they launched their first stall at the Parnell Farmers’ Market in October 2020.
Rather than prioritizing placement in supermarkets, the Patels strategically leveraged farmers’ markets as their primary distribution channel, finding that it allowed for steady growth and higher profit margins. Initially selling 30 to 40 bottles weekly, they have gradually increased sales to between 200 and 250 bottles per week through continued participation at Parnell and the Grey Lynn Farmers’ Market.
“Markets are such an overlooked business model,” said Perzen Patel. The pair emphasized that this approach has provided valuable direct customer feedback, helping them refine recipes and expand their product range. This consumer interaction, they say, would be difficult to replicate via supermarket sales.
Rushad Patel left his insurance job in March 2021 to work on Dolly Mumma fulltime. The business has been self-funded, with modest initial investments such as $500 for the logo and a $200 stall table. Profitability remains a central focus, allowing the company to reinvest earnings back into the business to support incremental growth.
One key challenge the Patels face is production capacity. Being a small, family-run operation, meeting growing demand has become increasingly difficult. For nearly 18 months, they have operated near maximum output but are now preparing to scale production with the help of a commercial manufacturer. This move aims to expand market presence, particularly by increasing the number of farmers’ markets they attend across Auckland.
The Patels are purposefully avoiding wholesale supermarket chains, citing the economics of margins as a deterrent. They estimate that selling two jars in supermarkets would be required to match the profitability of one jar sold at a market. Instead, Dolly Mumma plans to continue focusing on farmers’ markets and direct online sales to maintain control over quality and customer engagement.
Looking ahead, the couple hopes to hire additional staff to support expansion into out-of-Auckland markets and strengthen their online retail capabilities. Although they remain open to placement in artisan food stores, large supermarket chains such as Pak’nSave are not currently part of their growth strategy.
Reflecting on their journey, the Patels acknowledge the benefits of a measured approach to scaling and the importance of maintaining a sharp focus on profitability. “If you focus on profitability, that helps you make smarter decisions,” Perzen said. They also attribute part of their success to encouraging widespread tasting of their products, allowing customer feedback to drive continuous improvement.