Ihita Shah's fondest childhood memory is helping her mother, Mita Mehta, lug thalis of succulent raw mango slices marinated in salt to the terrace of their home in Santacruz in suburban Mumbai, where they would soak lazily in the sun. "I'd steal a piece of kairi from every plate. The best bit about helping out mum was that I got to taste the pickles at every stage of preparation," says the 28-year-old Mumbai-based cell biologist.
It took a couple of second helpings for Shah's husband, Pinank to realise that his mother-in-law's culinary skills could feed home-sick college students and professionals in search of ghar ka khana. The ad professional along with copywriter friend Rishit Neogi set up GoosebumpsPickles.com as an ode to the pleasurable shivers they associate with the taste of kachi kairi.
"My mother-in-law has been making pickles for friends and relatives for over 11 years. All we did was package the idea for online retail," says Shah. Mehta works all through summer, helped by her three daughters, often making more than 500 kg every season. Mangoes are cleaned, sliced, dried and stocked at home, allowing a year-long supply of mango pickle.
"Pickle is to Indians what chocolates are to the Swiss," says Neogi, adding, "What we are trying to do next is explore a variety of avatars for the pickles; consider them as dips and snack accompaniments, for instance."
Shah started off with familiar sweet varieties like chunda andgol keri, and sourspicy concoctions of chana methi and gunda keri, but later added an option that allowed website visitors to customise recipes, choosing between ingredients and taste (sweet, tangy and spicy). The Make Your Own Pickle option on the site is popular with customers, allowing them to drag and drop ingredients on to a plate. Choose from lemon, ginger, carrots, kerda, and even a dash of a secret ingredient listed as 'mother's love'.
The two-month-old site has received 15,000 hits already, translating into 39 orders from across India, and some eager queries from Australia and Dubai.
How it works
A minimum order (500 grams) of the hand-made, strictly vegetarian pickles costs 325. Couriered anywhere in India in air-tight containers. Cash on delivery.
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