Enterprise: Sarah Exim Pvt Ltd

Director:  Aisha Moin

Industry: Agriculture & Agri Products

Year it was founded: 2001

Location: Navi Mumbai, India

Mumbai based Aisha Moin, is the founder-director of Sarah Exim Pvt Ltd, global exporters of fresh vegetables. Since its inception 18 years ago, Aisha has steered Sarah Exim to emerge as a leading exporter of onions from India, amongst its other export products.

Aisha shares her business journey in conversation with GlobalLinker (GL).
 

GL: Tell us how you started your export journey?

Aisha: Our parent company was started in 1983 by my husband. After marriage, I was intrigued with the nuances of an export business and decided I had to be a part of it. I established Sarah Exim in 2001. Understanding the importance of onions in the diet of South East Asians and the non-availability of the product there, it became our primary export product. We then expanded our product portfolio to include potatoes, garlic, grapes and chillies. We export to the Gulf countries, South East Asian markets, as well as distant places like Russia, Greece, Africa and Solomon Islands.

Understanding the importance of onions in the diet of South East Asians and the non-availability of the product there, it became our primary export product. We then expanded our product portfolio to include potatoes, garlic, grapes and chillies.

Also read: Woman entrepreneur from Jaipur builds an impressive export division over 5 years

GL: What challenges did you face in your export journey?

Aisha: Initially it was tough to convince international buyers that our products are as good as what the European sellers were offering. Secondly, pricing becomes a challenge for margins are thin as onion is a staple food in many parts of the world and cannot be expensive. Another challenge is when restrictions are imposed on the export of onions. Also, agri products are subject to several measures and restrictions in importing countries.

GL: What is your secret to staying competitive in the export market?

Aisha: If I am not at my packhouse, you will find me in a supermarket in some part of the world studying the fresh produce available. I learnt from the Dutch to love what I sell. Thorough evaluation, cleaning, grading of each item is a must. Since we export perishable items, shipping products at breakneck speed is imperative. Having excellent relationships with both suppliers and customers goes a long way in warding off competition. Also, you need to have a passionate team. Through FIEO (Federation of Indian Export Organisations) I get to measure myself against various other businesses and it motivates me to work harder. The certification holds us in good stead. FIEO’s product analysis is very beneficial. All in all, it’s a great forum.

Also read: Woman exporter puts ceramic tiles from Gujarat on the global map

GL: What is your big business dream?

Aisha: The vision is to see my product in every supermarket shelf and to have a brand name synonymous with great quality and cheap pricing. For the women who work with me, I envision them to be financially independent and playing a vital role in nation building.

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