Sweet Success in Traditional Delights
Necessity, not ambition, was the spark that ignited Yoganathan Jayanthi’s journey into self-employment. At 56, she has become a respected entrepreneur in Vallipuram, Jaffna, driven by the urgent need to support her children’s education and strengthen her family’s limited income. Her first steps into business were humble, selling fried rice, but they were grounded in the practical knowledge she gained during her youth, assisting her parents in their small shop. These early experiences laid the foundation for a thriving enterprise that now blends culinary tradition with entrepreneurial grit. [1388]
Though she received an initial investment of 4,000 rupees from a private organization, family constraints initially delayed her business aspirations. Undeterred, she soon discovered a new opportunity in marketing and reselling palm-based products. What began as a stopgap turned into a passion, eventually leading her to join the production process herself. [1368, 1371]
Jayanthi’s talents soon extended into traditional sweets, making treats for weddings and festive events on order. Recognizing the power of collective effort, she established the “Thirumagal Mathar Group,” uniting other women in her village. The group, still thriving today, has become a source of motivation and solidarity for local women navigating similar struggles.
Her enterprise now produces over ten traditional items, including parutharavadai (soft flat cakes), murukku, ariyadaram, laddu, kesari, poonthilattu, and palm-based confections such as panangatti and panattu. Her products are sold at regional markets, festival stalls, local snack bars, and the Sanjeevi platform, earning praise for their authentic taste and consistent quality. [1350,1353, 1356,1359]
Yet the journey is far from easy. Years of physical labor have taken a toll on her health, and she continues to face financial limitations. A proper production space is essential to expand operations and meet health regulations. Despite fierce competition, the uniqueness and flavor of her handmade goods continue to set her apart.
One defining moment still resonates with her: A man who tasted her thattuvadai at a local bakery tracked her down using the label on the packet. He placed an order for 2,000 pieces to send abroad, a powerful testament to the quality she so diligently preserves. [1361]
Jayanthi dreams of building her business not only for her family’s future but also to create employment for other women in her community. Her story is one of quiet strength, cultural pride, and a vision that blends tradition with transformation. [1387]
