Stories from Mithila

From Frowns to Flavor: How Your Feedback Shapes Our Pickles

by Kalpana Jha on Sep 13, 2023

Before we shared our pickles online, we wanted to make sure they were the best. So, we asked people in our town to try them and tell us what they thought. We believed their opinions were important.

We had a rule: Before we sent out a batch of pickles, nine out of ten people in our town had to say they liked them. 

This was our way of promising good quality not just to our customers, but also to ourselves.

As our business grew, so did our commitment to feedback. Now, we listen to thousands of customers from all over the country every month. 

And guess what? We pay extra attention to the feedback that isn't so positive.

Getting negative feedback can hurt sometimes. It's like someone saying your hard work isn't perfect. 

But we've learned that hidden in those not-so-happy words are ideas that can help us get better.

In this blog, join us as we share how listening keenly to customer feedback has made JhaJi Store what it is today.

When you place an order with us, we don't stop at just delivering your favorite pickles to your doorstep. We believe that your opinion matters, and we want to hear it. 

That's why, after 14 days of placing an order, we send you a request for feedback. We reach out to you through various channels like WhatsApp, emails, or even a friendly phone call. 

The feedback email, which is sent to every customer 14 days after delivery
The feedback email, which is sent to every customer 14 days after delivery

We want to know what you think about our pickles because your feedback is invaluable to us.

Many of our wonderful customers don't wait for the 14-day mark. 

As soon as they taste our pickles, they can't help but share their thoughts with us. We love hearing about your experiences because it helps us understand what we're doing right and where we can improve.

All the feedback we receive falls into one of three categories: "Exceeded Expectations," "Met Expectations," or "Below Expectations." This categorization helps us understand how our pickles are performing in the eyes of our customers.

To give you a glimpse into the scale of feedback we handle, let's talk numbers. 

In the month of July, we received feedback from 5,623 customers. That's almost 1 in every 2 people who ordered! 

Of these, 9% felt that our pickles fell below their expectations.

We don't stop at just the numbers here; we dive deep into the feedback. 

In July 2023, when we asked customers who had feedback that fell into the "Below Expectations" category, we found some common themes. 

These are the top three reasons why some customers were not completely satisfied:

  • Mustard Oil: Some folks don't prefer the strong taste and aroma of mustard oil in their pickles.
  • High Prices: We understand that our pickles are currently priced at Rs. 930 per kilogram, and this might be on the higher side for some.
  • Long Delivery Times: Our warehouses in Patna and Gurgaon alone prove insufficient to reach customers’ home as fast as they might like.

At JhaJi Store, being a direct-to-consumer brand gives us a unique advantage. 

We can collect and respond to customer feedback swiftly, something that might be challenging for larger, less nimble brands. 

We're close to our customers, and this proximity allows us to take action more effectively.

So, here’s what we acted on the specific feedback we receive in July.

Options to Mustard Oil?

We understand that mustard oil is an integral part of Eastern Indian flavors, often defining the taste of dishes from regions like Poorvanchal and Bihar. 

Mustad Oil
Mustad Oil

However, we also believe in keeping an open mind and exploring new possibilities to cater to diverse tastes. That's why our product team is currently experimenting with pickles made in oils like Sunflower, Groundnut, or Olive. 

We're studying what unique flavors and experiences these oils can bring to our pickles. Who knows, we might have something exciting to offer in the future!

Pricing the Pickles Right:

The feedback on pricing is something we're always mindful of. We spend a significant amount of time working on ways to control and reduce our costs. 

When we first launched, our pickles were typically sold at prices exceeding Rs. 1100 per kilogram. Through your support and trust, we've managed to bring that down, and now we sell our pickles at less than Rs. 930 per kilogram. 

As we continue to grow, we are committed to further reducing production and shipping costs. Our goal is to eventually offer our pickles in the range of Rs. 600 to Rs. 800 per kilogram. 

This vision is achievable thanks to your love, support, and blessings. Please continue to bless us as we move forward on this journey.

Improving Delivery Times:

We've also heard your feedback about delivery times loud and clear. 

Distribution of 1,00,000 orders at JhaJi Store in the last 12 months.
Distribution of 1,00,000 orders at JhaJi Store in the last 12 months

To address this concern, we've added a warehouse in Bengaluru. This strategic move will significantly reduce transit times, especially for customers in the southern regions of India.

But we're not stopping there. Our plans include adding more warehouses in Central India to further enhance our coverage and make deliveries even faster. 

Your convenience matters to us, and we're actively working to ensure that you receive your favorite JhaJi Store pickles with greater speed and efficiency.

In these ways, your feedback is a compass that guides us toward becoming better each day.

Over the past two years, we've implemented numerous improvements based on what you've shared with us. Here are a couple of important examples:

1. Reduced the Green Chili Content in Oal Barobar Pickle:

Our Oal Barobar Pickle is a traditional favorite, made with equal parts of Oal, Ginger, and Green Chili. 

Bring Oal Ginger Chilli Mix Pickle to your home today

However, we understand that everyone's taste buds are unique, and not everyone prefers a super spicy pickle.

Based on your feedback, we took action. For the past six months, we've adjusted our recipe to contain 40% Oal, 30% Ginger, and 30% Green Chili. This change has made our Oal Barobar Pickle less fiery and more enjoyable for families all across India. Your feedback helped us find the right balance and spice level that suits a broader audience.

2. Changed the Mango Piece Size in Sookha Bharua Mango Pickle:

You might be familiar with our Sookha Bharua Mango Pickle, also known as Aam ka Phada (आम का फाड़ा). 

Traditionally, this pickle features long mango pieces, generously coated in spices, dipped in oil, and left to bask in the sun until they become irresistibly flavorful.

But, there was a little hiccup. Some of you told us that the mango pieces were a bit too big to finish in one sitting. We totally get it; you don't always want a giant mango piece on your plate.

So, in our 2023 batches, we took action once again. We reduced the size of the mango pieces by about 25%. Now, you can enjoy our Sookha Bharua Mango Pickle without worrying about having leftovers that won't fit on your plate.

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