Issac George was very fortunate. His mother, Saramma, was a wonderful cook, very creative, inventive and passionate about food. He was fortunate to have fresh healthy snacks when he returned home from school, hungry and exhausted. Saramma was at the kitchen early in the morning, enjoyed what she did and turned holidays, birthdays and other celebrations into feasts. She had her own recipes, her own methods. According to Issac, she was also innovative with her culinary skills to formulate astonishing recipes for Kerala’s ethnic cuisines.
“She firmly believed in sharing that passion and did so till she died. She used to inspire her grandchildren, daughters-in-law to cook. Even during her last days she was sharp when it came to food and the cookery shows on television. Her rich variety of recipes are the strength of my business today,” says Issac, whose ISCO Foods Pvt. Ltd. has launched a collection of ethnic snacks branded FourOClok.
With over 30 years of experience in the food industry, Issac started Priyom Masala and turned it into a 100-crore business before deciding to sell it off. But this was a different challenge, which he has taken on very boldly.
“The name FourOClok tells you everything about the products we have lined up. Most people have an energy dip in the afternoon. The gap between lunch and dinner is usually far longer than between breakfast and lunch, and consequently, around mid-late afternoon we succumb to our cravings for snacks. We, in Kerala, have enjoyed for generations, a variety of snacks. Most of those snacks are things of the past and I know how people turn nostalgic when reminded of them. There is huge demand now for old-fashioned snacks but a short supply of such quality products. That’s where we hope to come in.”
To begin with the FourOClok products in their attractive packaging will be only for the overseas market and for corporate gifting. “We have a small, state-of-the-art kitchen set to international standards and procedures. My wife, Soumi has written down all my mother’s recipes and oversees the production. As a beginning we are trying to make our presence felt through premium gift packs. We have given a special emphasis on the packing; for the look and feel of your product packaging certainly makes a lot of difference. We have already done a bit of co-branding for a couple of corporate houses, which was very encouraging. For this Diwali we have orders from Gujarat and Maharashtra where Kerala’s ethnic snacks will be a unique gift option”.
The official launch of the brand was held in Singapore this September and Issac calls the response at Mustafah and Karthika, the two shopping malls where it is now available, as ‘astonishing’. “Some of the snacks have a ready market in China and West Asia. As now we are sending them only to Singapore.”
Among the midday munchies ready for the market are Aval Vilayichathu, Pazham Vilayichathu, Chakka Varatty, Nei Murukku, Milk Halwa, Black Halwa, Avalose, Pineapple and Varapodi Balls .
“There are so many more from my mother’s recipe list which we have not yet been tried. Before we get to that we will have to wait for the people's response. At present except for pulp extraction and stirring, the rest of the work is done manually. Whatever one might say the machines do take away some of the flavour from the snacks. In the second phase with research and development assistance we would like to increase the shelf life of our products. The whole process is expensive but we have the plans ready. I’m just waiting for the Diwali and Christmas results.”
Though the products are not available in the local market now some of it are sold in select shops and bakeries. Smaller packs of the brand itself are available at our own Priyom supermarkets and some bakeries.”
Snacking is on the rise. But then creating a winning proposition in this field is considered by experts as more difficult than other foods. “People have their preferences and we do understand that. The basics, I feel, are to keep it simple and focus on the taste. The challenge is to make my new product an international brand. This is my goal. I’m sure it is only a matter of time,” says Issac.
