Entrepreneur's vegetarian shawarma business expands across borders

THIRUVANANTHAPURAM: Kannan, a resident of PTP Nagar in Thiruvananthapuram has soared to success by exporting his own ready-to-cook vegetarian shawarma to Singapore. The preparation hub at Kinfra Park has proven to be the launchpad for this culinary venture, now reaching international heights with its popularity.

Following his mother Vasundhara Devi's cancer diagnosis, the 35-year-old entrepreneur was inspired to replace unhealthy junk food with delectable alternatives. Assisted by his sister Veena Narayanan, a skilled cook, Kannan embarked on the journey that gave birth to Grasshopper. The flavorful vegetarian shawarma gained attention and acclaim at the Huddle Global Expo in Adimalathura.

Kannan, a graduate with an MBA in 2012, previously managed IT startups for a decade. The concept of Non-Toxic Shawarma emerged from his mother's health struggles during the COVID-19 pandemic. Positive feedback from friends after sampling the dish led to the entrepreneurial breakthrough. In 2022, he obtained an entrepreneur visa from the Singapore government.

The shawarma recipe prides itself on being devoid of oil, preservatives, sugar, or eggs. The wrap, crafted from wheat, encapsulates a blend of scallions to complement the essence of chicken flavor. The ingredients include cashew nuts, tomato, lettuce, carrot, cabbage, capsicum, garlic, chilies, cardamom, coriander powder, ginger, pink salt and other natural spices. Additionally, nutrient-rich spirulina is incorporated into the recipe. Kannan's sister is devising a special cashew-based sauce to replace traditional mayonnaise.

Initially available exclusively in Singapore, each shawarma roll is priced between 500 to 600 rupees. The venture receives over 1000 daily orders from hotels and supermarkets. An initial investment of Rs. 1 crore, inclusive of Kinfra Park facilitated the establishment of the business, employing approximately 75 people.

Expansion plans are in motion with distribution set to commence in Kerala. Initially, 150 units will be available, with an additional 130 units allocated for the Huddle Global Expo.

Nina Curtis, the official chef of the White House has expressed her endorsement. Kannan is actively seeking partnerships with airlines such as Emirates and the Lulu Group.