JhaJi Store – A Legacy of Pickling & Bringing the Authentic Taste of Mithila

At a time when mass-produced food products dominate supermarket shelves, a small but mighty brand from Bihar is winning hearts across India and beyond. JhaJi Store, an online venture specializing in authentic Mithila-style pickles, has grown into a household name by staying true to its roots—traditional recipes, natural ingredients, and a deep commitment to quality. But beyond its success as a pickle brand, JhaJi Store is a story of entrepreneurship, resilience, and social impact.

A Legacy of Pickling, A Business Born from Crisis

The foundation of JhaJi Store was laid long before it became a commercial success. Kalpana Jha, the mastermind behind the brand, had been perfecting the art of pickling for decades. Her homemade pickles, crafted with traditional techniques passed down through generations, were a favorite among friends and family. From New Delhi to New York, she would ship jars of her flavorful pickles to loved ones craving the taste of home.

However, the turning point came in 2020, during the COVID-19 pandemic. As financial uncertainty gripped families across the country, Kalpana witnessed the economic distress of her domestic workers and local community members in Darbhanga. This crisis sparked an idea—what if her lifelong passion for pickling could be turned into a business that not only preserved Mithila’s culinary heritage but also created much-needed employment?

With the unwavering support of her family, Kalpana took the leap. Her sister-in-law, Uma Kumari, joined her as a co-founder, while her husband and children provided seed capital and expertise in marketing and business operations. Together, they set out on a mission to bring the authentic flavors of Mithila to a larger audience.

The Meteoric Rise of JhaJi Store

From its humble beginnings, JhaJi Store has grown into a thriving business, set to complete its fourth year in June 2025. The brand’s journey has been nothing short of extraordinary:

✅ Rs. 20 Crores in Pickle Sales – JhaJi Store has sold pickles worth nearly Rs. 20 Crores, a remarkable feat for a homegrown brand.

✅ 300,000+ Families Served – The brand has reached households across 10,000+ pin codes in India, making it one of the fastest-growing pickle brands in the country.

✅ Global Demand from 21 Countries – JhaJi pickles have found international fans in countries like the US, UK, Canada, Germany, Singapore, Australia, Nepal, Bangladesh, and the Middle East.

✅ 15,000+ Five-Star Reviews – Customers have raved about the brand’s commitment to quality, with glowing reviews across its website, Amazon, and social media platforms.

The brand has successfully leveraged Shopify, Amazon, Flipkart, Zepto, and Swiggy Instamart to distribute its products, making its handcrafted pickles easily accessible to a broad audience. With a projected revenue of Rs. 10-12 Crores for the current financial year, JhaJi Store aims to sustain its rapid growth of 50-100% annually while maintaining profitability.

Investor Backing from Industry Leaders

JhaJi Store’s success has also attracted prominent investors who believe in its vision. The brand has raised two rounds of angel investment, with backing from industry stalwarts, including:

• Vineeta Singh (Shark & Founder of Sugar Cosmetics)
• Namita Thapar (Shark & Director of Emcure Pharmaceuticals)
• Sujay Mishra (Director, RB Memorial Hospitals & Public Markets Investor)
• Prabir Kumar Jha (Ex-CHRO at Cipla, Reliance, Tata Motors)
• Girish Kulkarni (Chairman, Asia-Pacific Dai-Ichi Holdings)
• Sachin Shetty (Co-founder of Giva Jewellery)

With such strategic investors on board, JhaJi Store is poised for even greater expansion in the coming years.

The Flavors of Mithila: JhaJi Store’s Unique Offerings

JhaJi Store isn’t just about pickles—it’s about preserving regional flavors that are often overlooked by mainstream brands. The company offers 18 unique pickle varieties, available in over 50 packaging options.

Among its bestsellers are:
✔ Classic Favorites – Mango, Lemon, Chilli
✔ Regional Delicacies – Lal Mirchi Bharua, Amra, Karonda, Kathal
✔ Assorted Combo Packs – Available in 250g and 500g jars
✔ Sample Packs – Perfect for first-time buyers, featuring 100g jars

In addition to pickles, the brand has expanded into ready-to-cook/ready-to-eat products with its Makhana Kheer Mix. Inspired by Mithila’s rich culinary heritage, this instant dessert offers a healthy, nutritious alternative to conventional sweets, ready in just 5-10 minutes.

All JhaJi products are made using locally sourced, all-natural ingredients, with no artificial preservatives or colors. The company works closely with small-scale farmers and traders in Samastipur and Muzaffarpur, ensuring fair trade practices and high-quality raw materials.

Empowering Women, Transforming Lives

Beyond its commercial success, JhaJi Store is a purpose-driven enterprise with a strong focus on social impact. The brand employs over 100 people, with more than 60% being women from underprivileged backgrounds. Many of these women have seen their household incomes triple since joining JhaJi Store, bringing financial stability and independence to their families.

Additionally, JhaJi Store is committed to girl child education, allocating a portion of its revenue to support this cause. By integrating business with social responsibility, the brand is setting a powerful example of how entrepreneurship can drive positive change.

The Road Ahead: Scaling New Heights

JhaJi Store’s journey is just beginning. As it continues to scale, the brand remains committed to its core values of quality, authenticity, and community empowerment. With ambitious plans for expansion, the company aims to bring the flavors of Mithila to an even larger audience—both in India and internationally.

From a small kitchen in Darbhanga to homes across the globe, JhaJi Store is a testament to the power of tradition, entrepreneurship, and resilience. As the brand continues to grow, one thing remains unchanged—the love, passion, and authenticity poured into every single jar of JhaJi pickles.