By Emb Hashmi
Asian World interviewed the entrepreneurial jackpot duo Vini and Bal about their amazing success on Dragons Den and the secret behind their curry sauce.
Why curry sauce?
Actually, we like to refer to our range as cook in sauces or spice blends. The inspiration for Vini & Bal’s came when we first realised how different the perception of Indian food was to the reality. It was impossible to find anything resembling authentic, fresh Punjabi home cooking in restaurants or shops.
We began cooking our families’ beloved recipes in large batches to share with friends and colleagues and had a phenomenal response, which inspired us to take the leap of faith and create our range.
Q. Is this an old family recipe?
Yes, all of our sauces are inspired by the traditional recipes that have been passed down our families through the generations, and we created the range to allow British households to experience real Indian cooking; the very same that we enjoyed growing up and now prepare for our children.
Q. How long did it take from concept to production?
It took six months from concept to production.
Q. What’s the worst part of running your own businesses??
To begin with, the major risk is cash flow. How do you find a means to an end when you give up your day job? We found that we had to cut down on leisure activities and make some sacrifices, but it was worth it in the end.
Q. Why did decide to go with rustic style of curry rather than the popular smooth thick consistency?
Whilst I can’t speak for anyone else, I’ve only ever tasted and more importantly, crunched the ingredients my mum has added to a dish. We have been told time and time again by some major retailers how the consumer prefers a preserved jar of cooking sauce but we believed that this was down to the lack of awareness of any available fresh cooking sauces. We soon realised that this was the right time for us to attend the show, given that we only use fresh ingredients, powerful spices and the range is gluten free with no added sugar. Our market research showed that scratch cooking is bang on trend and has been for the last year or so – consumers are far more health conscious than before, with a raised awareness of additives & preservatives.
Q. How much preparation did you do before going on to Dragons Den?
We actually received the call from Dragons’ Den confirming that they would want to include us on Monday at 5pm. We made a split decision that we would film within 24 hours, leaving us not much time to prepare for our pitch! After arranging childcare for our two young children, we were on the road to Manchester and arrived at 2.30am. We then finalised our pitch in the BBC studios.
Q. Was there ever a point in the den you felt like just giving up?
The overall experience is an intense one, and we were pitching in the Den for three hours, which is something the public aren’t aware of. It was never a case of giving up, but there were moments where we felt the pressure.
Q. How can you make sure no one will steal you recipes and reproduce your product more cost effective?
We have do measures in place to protect our recipes, as our sauces are not developed by a chef – I have used my mum’s traditional recipes, methods and spice combinations. We have taken no shortcuts but we still remain competitively priced, which is something we are both proud of.
Q. Who is the curry sauce aimed at south Asians or non-Asians?
Our sauces are aimed at everyone, whether they’re a curry connoisseur or trying Indian cooking for the first time. We’ve ensured that our range contains enough variety, with different levels of heat – from creamy and mild to flaming hot!
