Morrisons deal for Dragons’ Den star behind Indian snack startup

Gourmet Indian snack company and social enterprise Howdah has secured a product listing with national supermarket chain Morrisons.

The deal will see the Manchester startup’s range made available on the shelves of 135 Morrisons stores across the UK.

Howdah was founded by Falu Shah and her son Akash. Having started its journey at London retailer Harrods, the business has since expanded into over 150 fine food and farm shops.

Howdah, which has also featured on BBC reality show Dragons’ Den, secured the Morrisons listing following support from Manchester’s Business Growth Hub.

Falu was offered business guidance at a number of the Hub’s workshops, including its Recipe for Success programme.

She said: “I am very proud to have achieved our first supermarket listing, which is a major milestone in the growth and development of Howdah as a global brand.

“Our great relationship with Morrisons’ buyer Noor Ali, and support from the Business Growth Hub, have been critical to our success.”

She continued: “Given the rapid growth of the world food sector, Morrisons is the ideal platform for our snacks to reach British consumers.

“I feel that this is the launchpad for Howdah’s role as an ambassador of the exciting expansion of the world food market in Britain. “

Business Growth Hub advisor Michael Hadfield commented: “Falu was looking to upskill to engage with larger buyers and create opportunities for her brand.

“At the same time, she was looking to identify barriers along the way and source information and services to overcome these barriers.”

Michael added: “She was able to learn from industry experts on how to engage with large multiple buyers and large food service companies, practice her pitching technique and network with other food businesses.”

Speaking further, he said: “In addition, she continues to receive one-to-one support and has received advice on vending contacts, links to universities and developing a commercial proposal for supermarkets – which we are delighted to see has come to fruition with this superb Morrisons listing.”

Noor Ali, a senior buying manager for world foods at Morrisons, said: “We are always looking for innovative products and niche markets - this was definitely one of them.

“I was also impressed with Falu – she came across very well, knowledgeable and passionate about her range of snacks.”

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