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Hanjabam Shubhra Devi is a dynamic entrepreneur from Manipur who has turned her small kitchen venture into a thriving business with a turnover in crores, all while uplifting the lives of 70 women from low-income households. With a Master’s degree in food and nutrition from Banasthali Vidyapith, Rajasthan, Shubhra founded Meira Foods in January 2004, focusing on packaged foods like candies, pickles, and salted dry fruits.

Before establishing Meira Foods, Shubhra ran a non-profit organisation called Action for Community Transformation Manipur (ACT-M), where she worked with MSMEs to enhance skills in food processing. However, she felt limited by the impact of her work and decided to create her own venture. With just a few hundred rupees and a small team of women she had trained, Shubhra leveraged Manipur's indigenous wild fruits and vegetables to create products that would later become household names. Meira Foods initially gained popularity by producing dry amla, a local mouth freshener, and soon expanded to include amla candy, amla powder, and pickles. As her business grew, so did her vision. She introduced unique products like King Chilli pickles, which became a bestseller, and ventured into bamboo shoots and organic pineapple products aimed at export markets.

More than just a business, Shubhra's enterprise is a model of sustainable livelihood for women in Manipur. By employing 70 women directly and supporting over 100 indirectly, Meira Foods provides economic opportunities beyond the traditional handloom and handicraft sectors. Shubhra’s dedication to training and empowering her workforce has created a ripple effect, enabling women from underprivileged backgrounds to gain skills, financial independence, and a voice in their families.

Today, Meira Foods products are popular among Manipuris living outside the state, and the company has expanded its reach to major metropolitan cities across India. Despite her success, Shubhra continues to seek partnerships and investments to scale her business further and to bring the flavours of Manipur to a global audience.

Her journey, marked by resilience, innovation, and a deep commitment to social betterment, has earned her accolades, including the FICCI 2018 Outstanding Entrepreneur award. Yet, for Shubhra, this is just the beginning of a larger mission to empower more women and take Manipuri flavours to the world.

Interview with Hanjabam Shubhra Devi 

Q1. Can you share your journey of entrepreneurship? 

Shubhra: If you ask me what motivated me to start this food or food processing unit, it's mainly because Manipur is going through a severe lack of employment opportunities. As you all know, few industries can provide enough employment for young girls and boys. Additionally, those without sufficient education or exposure cannot easily secure funding. If you look at the kind of business going on in Manipur, even though we have a very good market like Ima Market or the Nupi Keithel in the bazaar area, and in all the districts where we have women-led markets, the products sold are mainly based on either agricultural or handloom products. We do not see much innovation there, and I do not see much growth in the businesses, which are almost the same products. Due to this lack of opportunity or variety, what often happens is that they resort to trading instead of production, which I was not satisfied with. At the same time, I also felt that our market is flooded with products from outside. We can create many products ourselves, which is not difficult. Pickle was one thing that I thought could be easily made, along with candies, biscuits, and many other items that can be easily manufactured. That was my target; I wanted to try it out from my kitchen. It was a very small beginning, just on a trial basis, but it went on, and people really loved the products. They appreciated me, and I kept going from there.

Q2. What inspired you to enter the food processing industry?

Shubhra: The reason for choosing food processing is that food comes first from all necessities. Our people do not have much buying power, especially since we live in a developing country. Under these conditions, a significant portion of earnings goes toward food. This is an area where we need to focus more. I thought that food processing is a sector in which we should focus more. Additionally, what really motivated me is that I come from a food background, having done my master's in food and nutrition, so I had a little confidence in that area as well. As a member of the Association of Food Scientists and Technologists, we have been giving numerous training sessions on food processing. However, the comeback or the start of food processing was very limited compared to the number of people we trained. So, I realised it was time for us to start our venture to motivate the younger generation. This is an area where we need to focus because, compared to other industrial sectors here, most industries rely on raw materials from outside. In contrast, the food sector is where we often see our foods and vegetables going to waste, especially during the season. We do not have the traditional skills to preserve or save the food. In other parts of India, women at home convert seasonal fruits into pickles, dried forms, or other products, whereas we do not. The only preserved items in Manipur are Ngari, Soibum, Hawai Achar, and dried fish. These items have a very limited market and are not sellable everywhere. We need to create something that can be sold everywhere. We may start our business in Manipur, but we should also think of expanding our business to other areas. Pickles are something every Indian household consumes, so once I create some pickles using local raw materials, one day, people may want to try them. If it goes well with them, it will definitely hit the market. Another idea I had was about dry fruits or sweetened fruits coming from Myanmar. When I tasted them, they were not up to the mark, and the ingredients were not very healthy. So, I was looking for healthier options with the same taste. I tried it, and people liked the fruits I created. I did not stop there. I also decided that if the market demands more, with my current production capacity and space, along with the number of women I am working with, we won’t be able to meet the demand. So, I have to train more skilled hands so they can produce from their own places, and I can buy those in bulk and pack them under the name Meira. That was one of the ideas that I spread, and I am still giving lots of training. I am thinking of making every household into a small or cottage industry. If this happens in Manipur, imagine every household starting to produce this kind of thing; the economy of Manipur will definitely change. That is what really motivates me and gives me hope that this is something we should try, and it will definitely change the economy.

Q3. Can you tell us about the biggest obstacles you have overcome?

Shubhra: You can always start on a trial basis in your kitchen when your business is small. I started in my kitchen, which was enough to begin with. But once the demand increases, and you have a daily target to meet, your kitchen is insufficient. That was the first challenge I faced. I requested my whole family to allow me to use our space and convert it into a good workspace. When that was not enough, I requested my eldest brother-in-law to let me convert his space into my food industry. Luckily, my family was supportive and did not object, knowing I would do it if I decided to do something. Their belief in me and the support they gave allowed me to do that. My first factory was the Mandop, which we later converted into a food factory. Even after that, when the space was insufficient, I requested my father to let me use some land for my factory. He agreed, and now we have joint property, which we have converted into something useful. However, even that space was not enough. I then went to the Director of Industry and requested space in an industrial estate. Working in a home setup and having an industry was difficult due to the noise and smell, which were unacceptable to the neighbours. So, I decided to move to an industrial estate. Initially, it was difficult; I tried different locations until I found a place in Kakching. Eventually, I also got another project from the MoFPI under the PMFME scheme, which helped me expand further. The hurdles are always there in any job or process. You must focus on what needs to be done and how to overcome those challenges. Let's not see them as hurdles but challenges we must work through.

Q4. What challenges are you currently facing? 

Shubhra: The current challenges are mainly due to the ongoing crisis. Transportation has been severely affected, which has increased the prices of our raw materials and packaging materials. The prices of packaging materials have really gone up, and industrial suppliers are also not as active. At the same time, since we are selling to our own people, we don’t want to increase the prices suddenly, affecting our profit margins and development plans. Due to this, we are not considering large-scale expansion now. Instead, we are focusing on maintaining what we have and training more people so that small units can start producing the same high-quality products that Meira is known for. Collectively, we can win in this situation.

5. During crisis times like COVID-19, what challenges did you face, and how did you overcome them? 

Shubhra: Life is always changing, and you must face and adapt daily. During the COVID-19 pandemic, we faced challenges like being unable to sell our products door-to-door or even to shops due to lockdowns and social distancing requirements. Even our workers could not come to work because of restrictions, including those imposed by their own families. We operated with only 50% attendance to maintain safety, significantly affecting our production.

Despite these challenges, I was concerned about my workers’ livelihoods. If I stopped paying them, it would have been difficult for them to support their families. Supporting 70 families is a huge responsibility, and before receiving any external support, we relied entirely on our production and sales.

To overcome these challenges, instead of focusing solely on the manufacturing of pickles and candies, we also helped local farmers who couldn’t sell their produce at the field level. We tied up with local clubs and organisations, provided vehicles to collect produce in bulk, and brought it to the farm. This initiative also helped elderly couples whose children were living out of state or abroad by delivering essential items.

Money from outside the state was sent to us, and based on their orders, we packed and delivered these essentials to their families. This was a service we provided during that time. We also helped school van drivers who were out of work due to school closures by hiring them to do delivery services, giving them a source of income.

We had to adapt our services and break away from the traditional model to survive during COVID-19.

6. Your most significant strengths are your positive outlook and networking skills. How did you develop these qualities? 

Shubhra: I always tell my girls that life is short and that you should give your best to society in your lifetime. The kind of society you want to build must start with you. If you want a happy society, you need to be happy yourself. If you want a good circle of friends, you must be the one to start building that network.

My happiness and positive outlook come from within; I want to live a happy life and be a useful member of society. People continue to love and support me because of this. Whatever product I create, I do it with love, wanting to give the best to my people. This helps the women who work with me, the farmers, the sellers, and the entire state as people look for quality products they can proudly take when visiting other states. Everyone can easily appreciate food, and I am happy with what I am doing, as are those who work with me.

7. What is Meira's brand strength? (What makes your brand stand out in the market?)

Shubhra: Before giving my brand its name, I used a long and cumbersome name, "Manipur Homemade Food Products." It was too lengthy and not easy to remember. I realised I needed a sweet and straightforward name representing Manipur and women's strength.

When I looked for a name, I found "Meira" to be the best choice. Before starting this business, I worked in the NGO sector for years, focusing on gender equality. I worked closely with Meira Paibi, who is truly inspiring. Some may have negative opinions about them, but I see their movement as a strength. When something happens in society that cannot be resolved, it is women who step forward selflessly for the greater good.

Meira symbolises leadership, light, and women’s power, so I chose it as the brand name.

8. Where do you see your brand in the next five years?

Shubhra: I want to see Meira in the most developed countries, like the US or UK, in some form, even if not as pickles, perhaps in a different product line. My goal is for Manipur’s products to reach all corners of the world.

9. In what areas do you think Meira needs to improve? 

Shubhra: Currently, we are striving to improve in several areas, including finding more skilled, trained, and dedicated people to work with us. In the first four or five years, we mainly employed women from low-income families with no other opportunities. Later, trainees who attended our programs became fascinated and joined us.

However, I realised that many of these women lack technical skills, communication skills, and the soft skills needed for sales and marketing. We need people who can promote the brand and treat it as their own and those with technical knowledge about machinery and new developments. We also need a team to research and develop new products from the available raw materials.

I am leading these efforts but still looking for the right people to whom I can fully entrust this responsibility. We have started an R&D unit and are developing new products every day, including different types of chips and energy bars. We aim to convert our raw materials into products that meet international standards.

I am fortunate that my son has joined the business after completing his MBA. He is passionate about food and product development and is very good at dealing with new recruits. He is a great help to me. I also have dedicated staff working with me for 10-15 years. Without them, Meira would not be where it is today. It is all about teamwork; we must work together and be committed to achieving our dreams.

10. Can you sell us the Meira? 

Shubhra: If you want to help Manipur, support women, and improve the economy of Manipur, then get the best products from here. Meira’s products are organic and healthy, and they will never harm you. In fact, they will improve your health.

11. What advice would you give to youth who want to start a business or are already running one? 

Shubhra: My advice is not to focus on money first; focus on the product. Once you have decided on your product, create value for it. Effective promotion allows you to start, earn, expand, and do whatever you want. The key is to focus on creating a unique product. Have enough knowledge about your product, believe in it, and keep working on it.

12. What are your future plans? 

Shubhra: I am planning for my retirement, though not very soon. My goal is to phase out positively, continuing to serve the community. Meira will not just remain a processing unit; we plan to start our own trust focused on training.

We are also branching out into other areas beyond food with unique products that we can create from Manipur’s raw materials and skills. I am considering working on waste products and converting them into value-added products. For example, Manipur has a large production of pineapples, and the waste is significant. We have started working on how to convert this waste into valuable products.

Another area I am considering is non-food products. Manipur's many unique herbs and vegetables are of high value. Our ancestors preserved these for a reason, and I want to promote and preserve them.

I dream of working closely with farmers in the future. That is why I started my own farm, experimenting with new products. People are getting influenced by my work, and I plan to expand in this area. The future is bright.