The chocolate challenge

Does the Baskin Robbins’ butterscotch ice cream taste different from Walls’? Are the two distinguishable from the earlier Kwality brand? Ingredients like butterscotch and caramel used in the manufacture of these ice creams are all sourced from the Poona based partnership firm Kay Confectioners, but the taste varies as "each client has a different recipe and we have to supply the inclusions as per the client’s specifications,” says Sheriar Irani, the second generation member of the Irani family involved in the manufacture of specialized confectionery products. Both he and cousin Farsheed Irani are equally committed to expanding this venture.

The confectionery expertise required for this business was first provided by Sheriar’s paternal uncle Aspi A. Irani, a qualified food technologist with hands-on experience. His years of experience with a multinational firm gave him the confidence, on retirement, to launch his own enterprise in the name of Kay Confectioners around 12 years ago. The name Kay was derived from the first alphabet of the names of his children Khushru and Ayesha, and wife Yasmin. Supporting Aspi in his venture were brothers Minocher (She­riar’s father) and Daraius (Far­sheed’s father) who became partners.

Having wor­ked with Cad­bury for 25 years, Aspi had earned their confidence: Initially Kay Confectioners were assigned packaging jobs by Cadbury. But knowing their core competence lay in caramel and butterscotch, they opted to progress from the outer peripherals to the smooth centers, specializing in "chocolate panned goods.” The new nature of their work made the Iranis launch Trio’s Chocolates nearly five years ago. Looking after the Celebrations and Nutties range of Cadbury, the Irani family oversees that centers such as almonds, cashew nuts, raisins, biscuits, when tumbled in the revolving pan are coated with chocolate which is made to trickle onto rotating units. On achievement of right size and finish, the panning process is halted. "This process may appear simple; however, considerable skill is required on the part of the operator to achieve a product of high standard,” states Sheriar. "This skill can only be attained with experience.”

Farsheed (left) and Sheriar supervising the manufacture of butterscotch; (top) the range of Trio’s specialities

Ingredients like butterscotch and caramel required by Trio’s in the making of these chocolate panned goods are sourced from Kay Confectioners. Thus with the setting up of Trio’s the family was able to diversify and enhance the scope of their operations. Management decisions are jointly taken by the partners, while the day-to-day operations, the smooth running of the machinery, handling other issues on the floor are managed by a qualified and efficient team, under their hands-on supervision.

At all times maintaining good quality is of utmost importance, states Sheriar referring to the controls created by Cadbury Schweppes that now outsources its manufacturing jobs. "High standards of good housekeeping and hygiene are imperative,” declares Sheriar. "If these are not in place, production of panned goods is a non-starter…”

Interactions with customers have also proved to be a good learning experience for the Trio’s team. Their feedback, preferences, suggestions have helped in the modification and fine-tuning of products to titillate varied tastes.

Workers manning sophisticated machines

"Some basic knowledge of food and its preparation helps in creating a product of good quality,” observes Sheriar for whom "the learning process was on the (shop) floor.” Aspi though had five decades of experience in the field of chocolate making. With agriculture and steel fabrication being the family’s earlier preoccupations, familiarity with machines and technological knowhow did not pose a problem for the Iranis.

To break into the market was the largest hurdle initially. "There is a lot of competition. The growing process went very slow,” Sheriar warns new entrants. Although the lure of chocolates would be irresistible to most, he urges prospective entrepreneurs to be equipped with "a lot of knowledge to face the problems. There is a lot of struggle in the beginning.”

Having established a stronghold in the market, Trio’s energies are now focussed on expanding their enterprise. By the end of 2008, they would like to introduce their own brand of chocolates and confectionery products like toppings used for ice creams in the retail market. A range of Trio’s specialties will soon be available to change the look and flavor of different value added products. The ultimate icing for Trio’s would be to leave a sweet taste in many more mouths.