When coffee serves a larger objective

The rich aroma of filter coffee fills the spring air as we come close to Mami’s House of Coffee on Wheels, a van that will provide coffee on-the-go, that is parked at Jeeva Park. We are offered a warm cup of rejuvenating coffee by a bunch of women, who we are told come from disadvantaged backgrounds. They are all looking forward to work towards an alternative means of livelihood that can help generate supplementary income and promote domestic savings for their families. MHC is an initiative by city-based entrepreneur, Madhu Saran, who also runs an NGO, River that looks at providing employment to women. 

Speaking at the launch of the initiative on International Women’s Day recently, Madhu said, “If given the right support, encouragement, women-friendly environment and opportunity, every woman would go all out to prove her inherent entrepreneurial acumen, and it is not going to be any different for the women entrepreneurs associating themselves with MHC. An initiative like this will not only encourage women to take up enterprising jobs without any hesitation, for want of money as an investment, but once they begin, it will boost their morale and confidence and make them self-reliant and economically independent.” The coffee vans are set to roll out in five areas in Chennai including Anna Nagar, T Nagar, Mylapore, Nangnallur and OMR. 

“It was the desire to help women get self-sufficient and love for authentic filter coffee that made me conceptualise this initiative,” she added. MHC will be collaborating with multiple women selfhelp groups and co-operatives in the state to procure raw materials including milk, coffee seeds, disposable cups, etc as well. Talking about who can partner with MHC, Madhu explains, “Women with basic education, good communication skills and business interest can join us as working partners, taking care of one or more mobile coffee units, along with two other women associates. The viable business model would include their profit shares.” 

Madhu was joined by popular theatre artist Madhuvanthi Arun, who is the brand ambassador of Maami’s House of Coffee, at the launch. “Being an inspiring, enterprising and empowering women entrepreneur herself, she reflects our core brand values that of being modern in outlook, yet deep rooted in our tradition. So, we decided to rope her in for the initiative,” said Madhu.