COVER STORY
FROM INDIAN ROOTS BUSINESSES BLOSSOM
Jaya’s Preserves grew out of an idea that a unique Indian recipe can be transformed into a successful business venture. Jayashri with daughter Sapna Shetty.
By SANDEEP PANESAR
We all know – or know of – a number of South Asian women who are turning their heritage and passion into successful businesses.
Cue: your next-door Aunty cooking up fresh batches of rajma-chawal, rotis and raita for her at-home dabba service, savoured by so many!
When we think of the business of heritage, that’s exactly what comes to mind: talented women transforming family recipes, ancestral crafts, and cultural traditions into thriving ventures that celebrate their identities.
From spicy, small-batch pickles made using generations-old recipes to handcrafted clutches rooted in intricate Indian embroidery, these entrepreneurs are not only preserving their cultures but also carving out space for diverse voices in Canada’s entrepreneurial ecosystem. They are redefining what success looks like – blending tradition with innovation, and resilience with creativity.
And the numbers speak for themselves: immigrant women are one of the fastest-growing groups of entrepreneurs in Canada. According to a 2023 study from the Women Entrepreneurship Knowledge Hub (WEKH), nearly one in four women-owned businesses in Canada is led by an immigrant.
South Asian women, in particular, navigate complex intersections of culture, gender and identity while building their businesses. Many balance entrepreneurship with caregiving roles and community expectations, often without formal business training or networks. Still, they continue to launch ventures that are profitable, sustainable, and deeply personal.
Their businesses are not just enterprises – they’re love letters to culture. Whether it’s reviving forgotten textile techniques, bottling flavours from back home, or creating lifestyle brands that honour South Asian aesthetics, these founders are rewriting the narrative around what it means to be a businesswoman in Canada. They’re creating brands that speak to a generation raised between cultures – offering products that feel familiar, nostalgic, and proudly rooted in heritage.
Jaya’s Preserves, Blue Pepper and Mubarak Clutches are three thriving brands that have carved a niche path to success. Their journeys reflect not only a deep connection to cultural roots but also a bold vision for the future.
Despite systemic challenges, the powerful women behind each company have harnessed their heritage as a source of strength, creativity and community.
Jaya’s Preserves began as a heartfelt project between a mother and daughter. “My mother Jayashri has been making spicy South Indian style pickles for many years and people have been asking her to sell them for a very long time,” cofounder Sapna Shetty, explains. “We decided to start our business just after I left my government job. I wanted to focus more on my family, and this seemed like a great opportunity for us to spend time together while making products deeply connected to our culture.”
Jayashri’s culinary traditions, brought from India at the delicate age of 19, are at the heart of every jar. “Making traditional Indian food in her new homeland was comforting, and made her feel less homesick,” Sapna adds.
Navigating the small business landscape was a learning curve; they’re based in Manitoba, and make their preserves in small batches. “As an immigrant, my mother struggled with knowing where to even begin,” Shetty shares. “We visited farmers markets and talked to people who really encouraged us to venture out of our comfort zones.”
Selling at farmers markets has also fostered powerful cultural connections. “We have met so many people, some of whom have lived in or travelled in South India. They tell us how the flavours of our pickles take them right back,” she notes. “It’s amazing how food can bring people together!”
Their products are handmade using time-honoured techniques. “The authenticity of the flavours shine through and customers have really responded amazingly to that,” she says.
Despite the success, there are hurdles that Sapna and Jayashri feel they need to continue to cross; while they have found some support through provincial programs and online resources, Shetty believes that more needs to be done. “The biggest change required needs to be financial assistance programs to help South Asian/immigrant women entrepreneurs just starting out, as the costs of starting up can be significant,” Shetty says.
Her advice for newcomers? “Start small at the local level and talk to others who are doing something similar. Don’t be afraid to pick up the phone and call government employees to ask questions about what you need to do to start. They are there to help!”
The joy of chai – a ritual steeped in memory and meaning. Tea entrepreneur Trupti Sedani Pandhi.
For “tea entrepreneur” Trupti Sedani Pandhi, the founder of Blue Pepper, tea is more than a beverage – it’s a ritual steeped in memory and meaning. Blue Pepper makes carefully crafted tea infusions that capture the vibrant spirit of India.
“Blue Pepper was born from a deep love for the flavours and rituals I grew up with,” she says. “Tea has always been a grounding part of life – whether it was a quiet moment with masala chai at home or herbal brews passed down through generations for comfort and wellness.”
Launching Blue Pepper meant transitioning from the structure of corporate life to the unpredictable terrain of entrepreneurship. “Like many immigrant women, I’ve worn a lot of hats – mother, business owner, and homemaker – all at once,” Pandhi shares. “It’s a lot to hold, especially when you’re learning the rules as you go.” But she gave her purpose her all, taking things one step at a time. “Over time, those layers became my strength – not something to juggle, but something to build.”
Every Blue Pepper blend is crafted with heritage in mind. “Whether it’s ginger, turmeric, tulsi (Indian basil) or gooseberry, I’ve tried to infuse each product with a bit of home,” Pandhi remarks.
The result? A product line that resonates deeply with customers. “Many share how it reminds them of something their grandmother, mother, or mother-in-law once made, while others say it’s opened the door to discovering something new.”
Blue Pepper is more than a brand, “it’s a bridge between my past and present,” the tea entrepreneur exclaims. “It’s created a space for cultural exchange that feels warm, respectful, and full of possibility.”
When it comes to support systems, she points to grassroots women-led spaces as a key resource. “We need more platforms that highlight South Asian and immigrant women entrepreneurs, where real stories are shared and mentorship reflects the lived experiences we bring,” she emphasizes.
Her advice? “Start with what feels authentic to you. Your story, your experiences, and your heritage are your biggest strengths. Stay open to learning and don’t worry about fitting into a mold because what makes you different is what makes your business unique.”
Shivani Sharma of Mubarak Clutches.
Mubarak Clutches is the brainchild of a mother-daughter duo whose mission is to keep traditional Indian embroidery alive while modernizing it for a global audience.
“Mubarak Clutches was inspired by my mom, Sunaina, who grew up in India surrounded by rich embroidery traditions,” says cofounder Shivani Sharma. “She moved to Canada with those stories and skills in her heart. Growing up here, I always admired the vibrant beauty of Indian craftsmanship, but I didn’t see it represented in a way that felt modern and accessible. So together, we launched Mubarak Clutches to preserve that heritage and share it with a wider audience. It’s our way of honouring generations of artisans and keeping their art alive.”
The road to entrepreneurship was not without hurdles. “Even though I was born and raised in Canada, navigating entrepreneurship as a South Asian woman still came with challenges; like being underestimated or needing to explain the value of cultural art forms,” she says. “For my mom, there were language barriers and adjusting to business culture here. But we leaned on each other – her depth of knowledge and my understanding of the Canadian market balanced us out. We also learned to trust our vision and not wait for validation from mainstream spaces.”
Their clutches feature intricate techniques like zardozi, mirror work, and gota patti, all handcrafted by artisans in India. The designs have resonated deeply with customers. “Each piece carries a part of our story. Customers often tell us how unique and meaningful our products feel, especially those who recognize elements from their own heritage,” Sharma shares. “And for those less familiar, it’s an exciting introduction to a different culture through fashion.”
Beyond fashion, the business has fostered a sense of community. “We work directly with Indian artisans, many of whom my mom connects with personally, and we get to learn the stories behind their crafts” she explains. “Here in Canada, it’s helped us build a beautiful community of people who share a love for South Asian art, fashion and tradition.”
Sunaina of Mubarak Clutches Sunaina represents a growing movement of South Asian entrepreneurs who are redefining what it means to build a business in Canada.
While support has come through local markets and small business networks, Sharma notes that there is still a need for culturally aware mentorship. “There needs to be more visibility, funding, and mentorship specifically tailored to immigrant and South Asian women – people who are building businesses not just for profit, but to preserve culture and empower communities.”
Her advice for aspiring entrepreneurs? “Lean into what makes your story unique. Partner with people who understand your vision. Don’t be afraid to educate your audience; you are not just selling a product, you are sharing a legacy.”
Women like Jayashri, Sapna, Trupti, Shivani and Sunaina represent a growing movement of South Asian entrepreneurs who are redefining what it means to build a business in Canada. Their stories reveal the power of combining cultural authenticity with modern entrepreneurship. They are creating products that are not only marketable, but meaningful – items that tell stories, spark memories, and invite conversation. These offerings are rooted in tradition and infused with identity.
Their clutches feature intricate techniques like zardozi, mirror work, and gota patti, all handcrafted by artisans in India. The designs have resonated deeply with customers.
More importantly, they are carving out spaces for representation, connection and empowerment in a business world that has often overlooked them. They are making space for more people like them at the table – and opening doors for others to follow.
According to a 2023 report by The Diversity Institute at Toronto Metropolitan University, racialized women are among the fastest-growing demographics of entrepreneurs in Canada, with South Asian women representing a significant share of this momentum. Yet they continue to face systemic barriers: limited access to funding, underrepresentation in mainstream business networks, and a lack of mentorship programs that understand the intersection of race, gender, and culture.
Despite these challenges, South Asian women entrepreneurs are not just surviving – they’re innovating, leading, and transforming the landscape. Their businesses are more than enterprises; they are blueprints for inclusive economic growth and cultural celebration in Canada’s evolving entrepreneurial ecosystem.
CONNECT WITH THE HERITAGE ENTREPRENEURS!
Jaya's Preserves: https://www.jayaspreserves.com
Mubarak Clutches: https://mubarakclutches.com/
Blue Pepper: https://bluepepper.ca/