Punjab Girl Finds Way to Make ‘Gur’ Cool & Last Long; Jaggery Brand Earns Rs 2 Cr/Year

Originally reported and written in March 2023, this story has been republished as part of our archival content. Navnoor Kaur, a 27-year-old from Ludhiana recalls her family making a shift from refined sugar to jaggery in 2018. But this, she says, wasn’t the easiest.   “The jaggery market in India has been the same for around 50 years now. Jaggery is sold loose and there were no proper innovations or brands in the space,” she informs.   While Navnoor intended to step up and create innovation, she was occupied with pursuing her MBA in marketing from IIM Ghaziabad. But she held the cause close...