In 1990, he opened this shop and since then there has been no looking back. Though this was one of the toughest phases of Ram Avtar’s life, good luck knocked on the door again after sometime when he was given a shop in Bada Chauraha, Kanpur, as compensation by the government. His laddus in this market were known as ‘Neta Bazaar ke laddu’ and went with the tagline: ‘ dikhane mein kuch aur, khane mein kuch aur’ (not what it looks like) as a dig at the politicians.Ī newspaper cutting of Thaggu ke Laddu, old shop in Parade, Kanpur. Later, he rented a small shop in Meston Road, Kanpur, which in the 60s was also known as Neta Bazaar, as it had the official residences of ministers. He named his puris ‘communist puri’ made from “ apraadhi atta”. People like a twist in the tale.”įor example, he also used to sell puris in a neighbourhood of Kanpur that was associated with cloth mill unions. Ravi says, “Our grandfather was a firm believer that you cannot sell something in a straight-forward way. In today’s world where entrepreneurs spend large amounts of money in marketing and promotions, Ram Avtar had his own marketing strategy. Humble beginningsīesides the delicious laddus, Ram Avtar had a knack for storytelling and drawing attention to his products using humour and wit. The brand name now comes with his popular line: “ Aisa koi saga nahi jisko humne thaga nahi (there is no relative remaining whom we have not cheated).”Ī newspaper cutting of Late Ram Avtar Pandey, Founder, Thaggu ke Laddu. As a follower of Gandhi, he wondered how he would prepare laddu without sugar? So he decided to be true to his customers and named his product Thaggu ke Laddu, implying that he was a cheat because he was using sugar in his laddus. His words put our grandfather in a dilemma. Once, Gandhiji referred to sugar as white poison.
He would get motivated by listening to the Mahatma’s speeches. In an interaction with SMBStory, his grandson, the third generation entrepreneur of the brand, Ravi Pandey, says, “Our grandfather was the follower of Mahatma Gandhi and was a regular at his public meetings. Ram Avtaar revised his wife’s recipe to sell the laddus in the big city and earn his livelihood.īut what made him call himself a thug (cheater) considering he named his laddus, Thaggu ke Laddu? But he carried with him his wife’s delicious laddus, which would go on to change his fortunes. Ram Avtar came to Kanpur from his village Parauli in Uttar Pradesh with empty pockets. His laddus were so liked by everyone that they would wait for him eagerly in their neighbourhood knowing he would be passing their street with his delicious fare.Īnd guess what he named the laddus? Thaggu ke Laddu!
#Ghandi and the sugar story full
Six decades ago, Ram Avtar Pandey, alias Mattha Pandey, would roam around the streets of Kanpur with a big thali full of laddus in his hands and a gamcha (fine cotton cloth) on his shoulders. Ravi Pandey and Adarsh Pandey- Thaggu ke Laddu
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