Born in Usilampatti, Tamil Nadu, Elavarasi was the seventh child of street vendors Periya Karuppa Thevar and Pappathi. Her family later migrated to Thrissur, Kerala, where she was exposed to the struggles of small-scale business from an early age. Her entrepreneurial journey began in the first grade when she started selling leftover snack crumbs outside a local liquor store.
Despite her natural business acumen, education was never a priority in her family. She was forced to drop out of school after fifth grade, expected to assist in household chores and her parents’ business. However, her determination to learn was unwavering. With the support of her elder brother and a kind-hearted neighbor, she re-enrolled in school. Though she initially failed her SSLC exams, she persevered and eventually passed, later enrolling in a pre-degree course. Tragedy struck when her father passed away during her second-year exams, forcing her to drop out of college midway.
After marriage, Elavarasi turned to entrepreneurship, producing homemade snacks like chips and murukku, which she supplied to local stores. Her business flourished, allowing her to build a house, acquire vehicles, and buy land. By 2009, she had expanded her operations, running a successful supermarket and employing 55 people. However, a series of burglaries turned her world upside down. Thieves stole large quantities of goods, a distribution vehicle, and valuable jewelry. The financial loss was devastating, leading to the closure of her supermarket in 2012 and leaving her home at risk of foreclosure.
The trauma of the burglaries took a severe toll on her health. Months of hospitalization and treatment brought no relief until she made a life-changing decision—to fight back. Determined to support her family, she started a small roadside stall selling parippuvadas and bajjis. Despite repeated loan rejections, her unwavering belief in herself and divine faith gave her the strength to persist. On the brink of losing her home, she made one last desperate call to banks on the day of confiscation. Against all odds, she secured a five-lakh-rupee loan, saving her home and rekindling her entrepreneurial spirit.
In 2012, Elavarasi set up a hot chips stall near the railway station, emphasizing quality by avoiding artificial colors and preservatives. This commitment resonated with customers, rapidly expanding her business. Today, Aswathi Hot Chips offers a wide range of snacks, including banana chips, jackfruit chips, colocasia chips, pineapple chips, and an innovative line of vegetarian snacks styled like non-vegetarian dishes. Her pickles, made without preservatives, have gained a loyal following.
An inspiration for all of us. Elavarasi’s unwavering determination has earned her over 183 prestigious awards, including the Best Entrepreneur Award from the International Peace Council (2019), the Emerging Entrepreneur Award (2018), the All India Women Entrepreneur Award, and an honorary doctorate from Kings University in Britain. She has also received accolades such as the Pachakarani Award, the Kerala State Award, and the All India Abraham Lincoln Award.
Currently, she operates six thriving stores in Thrissur, employs over 75 people, and generates a monthly revenue exceeding five lakh rupees. Beyond retail, she exports her products, offering over 70 varieties of snacks and 18 types of pickles. She continues to innovate, researching high-quality new food products to expand her business further.
Elavarasi Jayakanth’s journey which is from selling leftover snack crumbs as a child to becoming a globally recognized entrepreneur, she has transformed her struggles into steppingstones for success. With 24 years of experience, an indomitable spirit, and the support of her family, she continues to soar, proving that even in the face of adversity, one can rise like a phoenix from the ashes.
Source / Image Credit : IndiaTimes, Marketingmind