The Story of a Local Entrepreneur

An “entrepreneur” is a self-motivated and goal-oriented person who recognizes a business opportunity, makes the effort, and assumes the risk to organize, manage, and convert that enthusiastic idea into a successful venture.
Ms. Padmanathan Ranjanidevi, a 69-year-old from Kokuvil, is exactly such a person. She has created a unique and profitable business of selling fresh fried cassava chips at a reasonable price.
After her son went abroad in 2010, Ranjanidevi took over the business. When she did so about 15 kilograms of cassava was sliced by hand every day; today more than 75 kilograms of cassava are being sliced daily, with the help of an electric slicer and a dedicated employee.

Her Product
Ranjanidevi chose cassava chips because she understood the potentially high demand for fried crispy and spicy chips that could be enjoyed as a snack or along with meals.

Her Shop
Ranjanidevi also understood that to be successful, she needed to choose an easily accessible and customer-friendly location, one ideally located near a commercial district or a busy intersection where pedestrians and motor cyclists pass.
So she rented a small shop (Rs.2000 per month) on KKS Road, near Kulappiddy Junction, Kokuvil.
She also understood that to maximize business her shop should be open when the demand for fresh fried cassava chips is highest. So she opens her shop in the early afternoons and late evenings, when munching on snacks is an ideal time, especially for people returning from a hard day’s work, or enjoying a cool beer or liquor before dinner. Her shop is open for business 7 days a week from 11am to 8pm and her busiest time is between 4pm and 6pm.

Cost and Expenses
An ideal price should be reasonable and be considered incidental for her customers. So Ranjanidevi charges a fixed price of Rs 50.00 for 100 grams, regardless of the cost of ingredients, especially the cassava which fluctuates in price based on demand and the season.
Her business a success, she makes a good salary of Rs.1, 500 per day. If the cassava or other ingredient prices go up, she adjusts her take home salary to compensate. People have volunteered to fund her expansion, although she has enough to do it herself.

Breakdown of Expenses and Ingredients
Rent: Rs. 2000 per month
Electricity: Rs. 800 per month
Salary for employee: Rs. 12,000 per month

Ingredients
Cassava: 70 kilogram per day
Coconut oil: 10 liters
Chili powder: 1 kilogram
Salt: 1.5 kilograms
Cooking Gas: 1⁄2 tank
Miscellaneous: Rs. 500 per day

Ms. Padmanathan Ranjanidevi exemplifies a successful entrepreneur, and is an inspiration to her community!