Nineteen Year Old, Digvijay is a self-taught chocolatier running Saraam. Under this brand, he has delighted hundreds of customers across the country, from Delhi and Bengaluru to Udaipur and Jaipur, by selling over two tonnes of chocolates. What makes Digvijay’s venture unique is his use of indigenous fruits and spices like baer, jamun, saffron, and more, showcasing India’s rich botanical heritage and biodiversity on the culinary stage.
Remember those days of indoor games, working from home, and trying your hand at Dalgona coffee? Three years ago, when the COVID-19 pandemic hit, it brought the world to a standstill. Amidst the challenges, it also sparked moments of reflection and change. For those of us fortunate enough to stay safe at home, hobbies like gardening and cooking blossomed, opening up new avenues for exploration.
This was also the case for Digvijay Singh, who was just 16 at the time and living in Udaipur. He recollects, “With school shifting online, I suddenly had a lot of free time on my hands. I wanted to channel my energy into something both interesting and enjoyable. After a few attempts, I discovered my passion for making chocolates at home. That’s how my brand began.”
Curious about how this lockdown hobby transformed into a thriving business? Let’s dive into Digvijay’s story to find out.
From a Middle-Class Family to a Chocolatier Extraordinaire: Digvijay’s Inspiring Journey
Growing up in Udaipur within a middle-class family, Digvijay admired his father’s diligent work at the local automobile shop. He saw his father as someone who had climbed the economic ladder through hard work, and he aspired to contribute to that journey, saying, “I have always viewed him as someone who has climbed the economic ladder, and I have always wished to add to it.”
Digvijay’s education went beyond the confines of traditional books and lectures; he possessed a knack for generating innovative ideas and thinking “outside the box.” His school teachers recognized and nurtured this inventive side of his personality. He explained, “I would always be looking for innovative ideas and things to do that were ‘out of the box.’ In school, my teachers always supported this innovative side of my brain.”
During the lockdown imposed by the pandemic, Digvijay found himself with plenty of spare time at home. As he explored various activities, he noticed that many people were diving into baking and confectionery. Intrigued, especially as a devoted chocolate lover, he decided to give it a try, saying, “I started to look for something to do in my free time, and I stumbled upon various things. What I noticed was that a lot of people were getting into baking and confectionery. This seemed doable, and I have always been an ardent chocolate lover.”
He discussed this budding interest with his cousin, Mahaveer Singh, who enthusiastically agreed to join him on this journey. Although they lacked a concrete plan and Digvijay had no prior knowledge of chocolate-making, his insatiable curiosity and passion for learning led him to take on this new and exciting challenge. He shared, “I shared this idea with my cousin Mahaveer Singh, and he was enthusiastic to join me. However, back then, I did not have a plan of action. I didn’t even know how to make chocolates.”
“Saraam Chocolate: From Homemade Creations to a Sweet Success Story”
With the guidance of YouTube, Digvijay picked up the art of crafting chocolates and began sharing them with his family and friends for feedback.
He reminisces, “I kept practicing, moving between my own kitchen and my aunt’s kitchen. Of course, there were some mistakes along the way, but with time, I found the right balance. Initially, I funded this venture myself with money I earned from a part-time job.”
He goes on to say, “My parents weren’t fully aware of my plan, and they probably saw it as a hobby. It was when I received positive feedback from my parents and friends that I realized I needed a proper business plan.”
A pivotal moment came a year earlier during Diwali when Digvijay’s father purchased a car and received a box of chocolates as a gift. He recalls, “On that occasion, I asked the showroom manager how many cars they had sold, and he mentioned more than 60, each accompanied by a box of chocolates. That’s when I got the idea to reach out to hotel owners and car showroom managers to sell my chocolates to them.”
In 2021, Digvijay received his very first order for 1,000 chocolates from the owner of a car showroom. That year, he also officially launched his brand, naming it Saraam.
Reflecting on that milestone, he recalls, “I was absolutely thrilled and couldn’t contain my excitement about what lay ahead.”
What initially began as a pastime to keep busy has now blossomed into a thriving chocolate brand. To date, Saraam has generated a remarkable lifetime revenue of Rs 1 crore and has sold over 2 tonnes of delectable chocolates.
Also Read: Empowering Hundreds of Farmers, an MBA Grad’s Millet Business Achieves a 2 Crore Rupee Milestone
“Bridging the Gap: How Digvijay Infused Exotic Indigenous Fruits into Chocolates”
In 2021, Digvijay stumbled upon an online article discussing the wide variety of indigenous fruits that were on the brink of extinction. He remembers, “There were mentions of fruits that I had never even heard of, and it was quite shocking. For most of us, fruits typically mean the usual ones like apples, mangoes, bananas, and grapes.”
He continues, “Learning about so many delicious but overlooked fruits saddened me, and I felt compelled to take action. That’s when the idea of incorporating them into chocolates struck me.”
Digvijay embarked on a journey to research indigenous fruits like kokam and ice apple. He experimented with them to figure out which ones paired well with chocolate.
“In the culinary world, we usually stick to familiar choices like berries, cherries, and oranges. I hadn’t seen any brand venture beyond these few well-known fruits,” he notes. “I wondered if there was a market for chocolates featuring these unique fruits and decided to take a leap of faith.”
Although he had only been in the chocolate business for a short time, Digvijay had reservations about this move. However, his determination to make a difference prevailed.
“Ultimately, I wanted to address this situation. I couldn’t bear the thought of losing such a diverse range of fruits, and I also wanted to introduce them to the world stage. I simply wanted to tell people, ‘Hey! These fruits exist, and I’ve transformed them into chocolates for you to savor,'” he explains.
” Indian Jujube was my first try, after which I tried saffron and cardamom. I’ve also tried bael, amala, jamun, kokam, and rose apple,” he shares. “The baer chocolate and the white chocolate infused with saffron have become real crowd-pleasers and are among our bestsellers.”
Abhijeet Karwa: Discovering Saraam Chocolate at a Neighborhood Grocery Store”
Digvijay carefully sources his cacao from Kerala and Tamil Nadu, while he gets the fruits from regions in India where they are predominantly grown. For instance, baer comes from Udaipur itself, kokam from Kerala, and so on.
One customer, Abhijeet Karwa, discovered Saraam Chocolate at a local grocery store in Udaipur during a sales promotion event. He was astonished to learn that the chocolatier behind these delectable treats was only 19 years old. Abhijeet commends Digvijay, saying, “For a 19-year-old to not only create fantastic chocolate bars but also handle packaging, branding, and sales is quite impressive. His chocolates are a true delight, showcasing his excellent taste. He has skillfully paired fruits like baer, which are not very common, with chocolate.”
Discussing the significance of using these native fruits, Digvijay explains, “The philosophy behind incorporating Indian indigenous fruits is straightforward: to give them the recognition they deserve. In my generation, we sometimes overlook our culturally rich country and its diverse plant and animal life. You know how our grandparents would tell us stories about plucking fruits straight from trees and enjoying them? Well, we rarely get that opportunity nowadays. Using these fruits is a small step, but I want to reintroduce my generation to them.”
Check out: Saraam Chocolate: Bean To Bar
