DIMAPUR — Driven
by a passion for bold flavours and cultural preservation, Chef Joel Basumatari
founded Momsie Enterprise Private Limited (Saucy Joe’s) alongside Viseino Basumatari, who also serves as the
director of the venture, to bring regional ingredients—especially from
Nagaland—into the culinary spotlight.
With a background in hospitality and culinary arts from
London and Mumbai and hands-on experience in New Zealand, Joel has earned
national recognition, including being named among India's top 30 chefs. He also
served as head judge and mentor across nine seasons of Naga Chef.
Meanwhile, Viseino, who oversees operations and sustainable
growth, focuses on building networks with local farmers and shaping the
business.
In this interview with Eastern Mirror, the duo share
insights into starting a food venture, developing new products, supporting
local communities, and the future of India’s speciality foods sector.
Could you briefly introduce Saucy Joe’s and what sparked the
idea?
Joel: Saucy Joe’s really started from my love for bold,
honest flavours. I have always been fascinated by the unique ingredients we
have here in Nagaland—especially our chillies. But beyond the taste, I also
wanted to do something meaningful. A lot of the ingredients we use are slowly
disappearing, and this felt like a way to keep them alive while sharing a part
of our culture with the world.
Viseino: And for me, it was about building something
sustainable and meaningful. We co-founded Saucy Joe’s under our company, Momsie
Enterprise, with the idea of not just making great products but also supporting
local communities directly and giving our culture a platform. It’s been a mix
of Joel’s culinary creativity and my focus on structure and growth.
Do you think formal education in food tech or business is
essential for starting a food venture, or is passion and hands-on experience
enough?
Joel: I think passion is everything. Of course, education
helps—it gives you structure—but there’s nothing like getting your hands dirty,
making mistakes, learning from them, and growing through the process. Most of
what I have built came from being in kitchens, not classrooms.
Viseino: I agree. Passion will get you started, but you need
to be open to learning continuously. If you are serious, you will figure out
the business side—whether through mentors, short courses, or just trial and
error.
What were some of the biggest challenges you faced when you
started Saucy Joe’s, and how did you overcome them?
Viseino: We are first-generation entrepreneurs, so there
wasn’t a clear roadmap for us. Finding the right people—partners and a team who
truly understood our vision—was one of the biggest challenges. We had to trust
our instincts and learn as we went. Looking back, having a mentor would have
been a game changer. It’s something I’d highly recommend to anyone starting
out.
Joel: Creating something new in a space that’s still growing
locally—like a bottled sauce line—meant we had to educate people along the way.
But once they tasted it, that did most of the talking.
Can you walk us through the process of developing a new
product—from idea to final packaging?
Joel: Usually it starts with an ingredient or a flavour I
want to highlight. Like the Naga King Chilli—how do we make it approachable but
still retain its character? From there, we test, test, test. I work on recipes,
get feedback, and tweak them. Once we are happy with the taste, we move to the
design phase—labels, bottling, and safety checks.
Viseino: And we always factor in the story. Every product
has a reason to exist, and we want that reflected in the packaging too. We also
ensure all compliance requirements are met, like FSSAI, trade licenses, and
other regulations, before anything reaches the shelves.
What legal requirements or certifications should aspiring
food entrepreneurs be aware of before launching their own products?
Viseino: Definitely, starting with the trade license and
FSSAI registration is a must—it's the foundation. For small businesses, you
also need to be clear on labelling norms, shelf life testing, and hygiene protocols.
As you scale, things like barcoding, GST registration, and food safety audits
become essential. Beyond that, having the right marketing and branding tools is
key to standing out, whether you’re a small business or a growing company.
What are some essential skills that students should develop
if they want to launch a food-related venture?
Joel: Start by understanding flavours. Not just recipes, but
why things taste good together. Learn to take feedback and experiment
constantly.
Viseino: Start from the kitchen or your home. Organise your
space, manage tasks, and focus on problem-solving. In the beginning, you will
have to do most of the things yourself, so communication and adaptability are
key. Being able to stay calm under pressure will really help when things get
hectic.
Viseino
Basumatari.
How can students gain practical experience in food
production or related fields before starting a business?
Joel: Work in kitchens, even small ones. Or volunteer for
food events, pop-ups, and farmer’s markets. Get your hands on real ingredients
and interact with customers.
Viseino: You could also try internships with local producers
or small food businesses. It doesn’t have to be fancy—just get involved and
understand where your interests lie. We are always open to offering culinary
internships here at Saucy Joe’s too, so you can experience the process
firsthand.
Have you noticed any emerging trends or demands in the food
industry that students should pay attention to?
Joel: People are looking for authenticity. Regional flavours,
clean ingredients, and transparency matter more than ever now.
Viseino: Also, convenience without compromise—people want
ready-to-use products but with quality and ethics behind them.
How do you handle logistics and distribution challenges when
sourcing ingredients?
Viseino: We work very closely with local farmers and
suppliers. Building trust and consistency took time, but now we have a system
where we know exactly where each ingredient comes from. It’s not always easy,
but it is part of our model—we won’t compromise on sourcing.
In your view, what is the future of the speciality foods
sector, and how can students prepare to be a part of it?
Joel: I think the future is bright—people are getting more
curious and adventurous with their food. There is room for more regional
stories to come through.
Viseino: Students should mix cultural authenticity with
innovation and be prepared to tell stories through their products. It's
important to understand what they eat too—there’s a lot of influence from
Western food culture, but many aren’t aware of the potential in our own local
products.
What kind of career opportunities exist for young people in
the food industry beyond being a chef or starting a restaurant?
Viseino: Oh, so many! Product development, food styling,
food media, branding, quality assurance, even food tech. There’s a full
ecosystem to explore.
How does technology help you streamline operations and
expand your reach beyond local markets?
Viseino: From digital inventory tools to e-commerce and
social media, tech has been a game-changer. We can now tell our story and sell
our products far beyond our local region.
What advice do you have for young people who want to explore
culinary entrepreneurship?
Joel: Start small, stay curious, and trust your gut. And
don’t be afraid to take risks—some of the best ideas come from trial and error.
Viseino: And always stay connected to your ‘why.’ It’s what
will keep you grounded when things get tough.
Saucy
Joe’s handcrafted condiments.
RAPID INSIGHTS
What was your favourite snack growing up?
Joel: Bamboo shoot and pork cooked over the fire.
Viseino: Mine was French fries or aloo fry in Nagamese.
One life skill you wish you had learnt earlier?
Joel: Delegating! Took me a while to learn that I can’t do
everything alone.
Viseino: Time management, definitely.
If you had unlimited time and resources, what new product
would you create first?
Joel: Instant noodles or rice bowls with a Naga twist.
Quick, tasty, and different!
Viseino: A healthy snack line made from local
ingredients—something light but packed with flavour!
Joel
Basumatari.
Viseino
Basumatari.
Saucy
Joe’s handcrafted condiments.