Aruhma was founded in January 2021 by Amar Singh and two German friends. He began with a Rs 80,000 Indian spice brand in Bonn and now has a Rs 55 lakh sales in his first year.
Amar Singh, from Chandigarh, was working at a logistics firm in Bonn, Germany, when he developed a longing for good, real Indian food that was not readily accessible in the country.
Aruhma – Taste of India, a ready-to-cook Indian spice blend, is the realization of a boyhood desire of becoming an entrepreneur.
Aruhma was founded by Amar and two German friends, Jennifer and Helena, in Bonn in January 2021, during the epidemic, with Rs 80,000. Since then, the company has been able to operate solely on internal accruals, with no further investment required. In its first year, the brand earned Rs 55 lakh.
Currently, the company offers a variety of spice blends for all sorts of clients, including vegetarians. Paneer butter masala, chicken tikka masala, daal makhani, and rajma are among the most popular.
They may be purchased online as well as at different supermalls and hypermalls in places like as Bonn, Cologne, Düsseldorf, and Witten, such as Edeka, Rewe, Tains, and Le Bouffon.
Aruhma is also available online in Canada, the Netherlands, and the United Kingdom.
Aruhma is the only brand in Germany that sells Indian ready-to-cook, single-use spice mixes that have been tailored to the German palate.
Amar has been in Germany for about 12 years. He worked in a variety of businesses, including information technology, education, equity trading, and publishing, before joining DHL, a logistics firm in Bonn, roughly seven years ago.
He was recently elevated to the post of Project Manager in DHL’s e-commerce business.
For a gourmet like Amar, culinary pleasure was the sole respite during the arduous days of the lockdown. He decided to take advantage of his homebound status to experiment with ‘Lean Product Development.’
He began obtaining samples from a medium-sized enterprise in Himachal Pradesh, India. First, he used them in his own cuisine. He was encouraged by the outcome and shared it with friends and colleagues in Germany.
Their favourable and critical responses inspired him. He tailored the items to German preferences. Amar decided to make it commercially available for them at this point.
First, he began taking modest orders over WhatsApp via a Google form. He soon established a website, as well as Facebook and Instagram profiles.
Ultimately, in January 2021, the firm was formed as a single proprietorship in Bonn.
The items are created in a Himachal Pradesh hamlet where around 25 rural women work at their vendor’s workshop.
Amar has had some terrible times in his life after losing his father when he was 13 years old. His family was residing in Bengaluru, where his father ran a lottery.
But, upon his father’s death, his family, which included his mother and younger sister, relocated to their hometown of Chandigarh.
Amar earned his master’s degree in business economics at SD College in Chandigarh before pursuing a master’s degree in international marketing at the Ecole de Management de Normandie in Caen, France, on a French government scholarship from 2009 to 2011.
He travelled to Germany to undertake an internship as part of the programme. He stayed in Germany after his internship to work in several firms.
Suffan, his sister, works at DHL in Singapore. She also contributes to the success of Aruhma by overseeing strategic partnership management.
He advises new entrepreneurs to seek out business prospects through similar experiences. He advises them to stretch their creative muscles and come up with new ideas.
