For 28 years now, Manoj More has been delivering faral — traditional sweets and savories prepared during Diwali — to homes across boundaries. A third generation businessman, More has introduced his family business to technology and the social media. Faralwala, based out of Ambernath, was started by Manoj’s grandfather Tryambak More. From a roadside stall he used to set up ahead of the festival, the brand has become a household name for those longing for faral across the globe. Faralwala debuted on the internet with a website and a mobile application three years ago.
The Mores purchased a flat in 2012 to develop a kitchen to make the popular dishes. It is a 580-square-foot hall where 40-60 people work. “We made as many as 1,000 faral items in a period of five days. During Diwali, we manufacture as much as 3,000-5,000 kilos of food item. Different teams of cooks, packaging and delivery people work together in the space,” said Manoj.
Recalling early days of the business, Suresh More, Manoj’s father, said, “Earlier, when my father used to run the business, we used to make faral at home and then sell them in stalls mainly during Diwali. We would also take orders for home delivery since there was a huge demand. There was no branding then, so we would have plastic packets in which the faral was packed. Our recipes here at Faralwala are very traditional, which have been passed on from one generation to another.” The Mores claim the website helped increase their sales by 100 per cent. “Putting the business online has made things easy. We also deliver the faral on our own. Since faral items are very delicate and it’s difficult to deliver, they are packed with care,” Manoj added.
Faralwala boasts of making faral throughout the year, as their food products continue to remain in demand during non-Diwali season too. Customers too give specifications the way they like their faral made, the Mores claimed. “We get a lot of orders during Diwali, mainly bulk orders from both local areas and abroad. To match up with the order delivery, I personally go and deliver at different local place. Our specialties include ladoos, karanji, chakli, anarse, poha chivda, shankarpali, sev and others. We export faral to different countries including USA, Malaysia and Singapore. We use a courier service to deliver our farals abroad. The demand for faral has increased over the years,” said Manoj.
Manoj said they had sold over 1,000 packets of faral in the past five days. The prices of the faral items start from Rs 175 for which you can get half a kilo of shankarpali. What has changed over the years for the generation in the making of faral is the payment method and facilitation of service. “As compared to five-six employees working with us almost 10 years ago, we have many more employees today. Though we manage to use the traditional techniques of making the faral, the speed has increased as we need to cater to a lot of demand throughout the year. Online mode of payment has also made the business easier,” added Suresh.