Street food is an important and inseparable part of India’s culinary landscape. To celebrate the rich street food culture of India, Curly Tales launched an initiative called ‘Astitva’. As part of this initiative, we give food stalls across India a makeover to ensure the customers have a great experience while relishing their food there. On the occasion of International Women’s Day, our Editor-in-Chief Kamiya Jani stepped out and helped in the makeover of one such food stall in Mumbai. Scroll on to know more about this.
A Makeover For Deepa Aunty’s Vada Pav Stall In Kandivali
Astitva is a little initiative by Curly Tales to uplift local street vendors in India by giving them a complete makeover. And this time, we are revamping Deepa Aunty’s Vada Pav stall in Kandivali, Mumbai. You might remember seeing her stall when we visited her with Union Minister Piyush Goyal last year during a Tere Gully Mein episode. Not so surprisingly, he even became a fan of the vada pav made by Deepa aunty!
The idea to set up a food stall started when someone told Deepa aunty’s husband that she should take her cooking out of her home kitchen. They said she cooks well and should set up a food business for herself. So, she started her business in 2008 with the dream to ensure that her son studies well and is able to pursue an MBA. Back then, she’d sell vada pav for ₹5 and earn up to ₹70 each day. As time went by, people started appreciating her delicious vada pav and kept coming back for more.
So, this Women’s Day, we decided to give her humble stall a little makeover and help improve her visibility in the area. We wanted to give her a brand identity and make a few changes around the eatery to ensure her customers keep coming back.
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Understanding that Deepa Aunty’s stall is a symbol of dreams, resilience, and hard work, Curly Tales gave her stall a makeover, not just to elevate her business, but to honour the dream she worked so hard to build. Kamiya and the team designed a logo for the stall and worked to improve the branding and positioning of the stall. They also came up with plans to ensure better packaging and improve the hygiene standards around the stall.
After some refurbishing, a new logo, better hygiene, and modern equipment, Deepa Aunty’s Vada Pav stall now shines even brighter. After seeing her new stall, Deepa ji was moved to tears. We also provided her with new shoes, so she is comfortable as she stands for hours while cooking. Her sheer joy reinstilled our faith in the fact that when you give a woman space to spread her wings, she flies!!
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Astitva is a small step by Curly Tales to cherish and support small businesses and preserve India’s street food culture! We hope, just like Deepa aunty, we’re able to bring more smiles to the faces of these people.
Cover Image Courtesy: Internal
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