The transformation of jaggery from a humble and local product into a global business by three Punjab entrepreneurs is a futuristic step to the power of resilience as well as innovation. Amrinder Singh, Navnoor Kaur and Kaushal Singh have turned their personal struggles into a springboard for creating thriving as well as international enterprises in an ignored industry.

The journey of Amrinder Singh is one of sheer grit. He is an aeronautical engineer by training and he found himself crushed by a Rs 37 lakh debt after a failed business venture. His life seemed to be spiraling out of control in 2013. He didn’t give up then and took a bold step into the food industry. He has the ability to see potential in something as traditional as jiggery. He turned it into a brand named Jimidar and is now exporting to countries like the USA, Canada and the Netherlands. The key lesson is that innovation does not always require new technology and sometimes it is about reimagining traditional products for modern consumers.

The story of Navnoor Kaur and Kaushal Singh is equally inspiring. Their startup is named Jaggercane and was born out of a shared vision to provide healthy as well as organic jaggery while addressing the challenges faced by farmers like Kaushal. Kaushal struggled with low sugarcane prices. Their approach is focused on cleanliness and quality. This helped them in distinguishing their product in a saturated and often adulterated market. They aligned their business with growing demand for organic and unadulterated food products. They are now exporting to 16 countries and are simultaneously working with more than 30 farmers across 200 acres.

The success of such entrepreneurs sends a clear message and it is that with determination, strategic thinking and a commitment to quality even the most traditional industries can be redefined and scaled globally.