Mumbai, October 14, 2025 – In the vibrant lanes of Mumbai’s Tardeo neighborhood, a modest chaat stall launched in 1963 has become a symbol of enduring taste and family resilience. Swati Snacks, under the stewardship of Asha Jhaveri, grew from a small evening-only eatery into a beloved chain offering traditional Gujarati snacks with subtle modern touches. Though Jhaveri passed away in June 2025 at age 79, her vision continues to draw crowds, highlighting the lasting appeal of authentic, accessible vegetarian fare in India’s fast-paced urban food scene.
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Roots in Resilience: The Founding Vision
Swati Snacks began as a humble venture by Minakshi Jhaveri, a single mother determined to secure her children’s future. In December 1962, she opened a 110-square-foot spot with just four tables, serving five simple items: pani puri, dahi batata puri, sev puri, ragda pattice, and hand-churned sitaphal ice cream—all priced at four annas each. “The cooking would start in the morning and everything from the puris to the sev as well as all the mixes were made at home by my mother and our cook, Veera Maharaj,” Asha Jhaveri recalled in a 2021 interview with Condé Nast Traveller India. The eatery opened at 4 p.m., relying on fresh, home-prepared ingredients carried from the family kitchen.
Minakshi’s enterprise was rare for its time—a woman-led business in an era when few ventured into restaurants. It quickly gained a following for its clean flavors and welcoming vibe, becoming a go-to for affordable, homemade-style chaat. The name “Swati” had no family tie; Asha later explained it was chosen for its familiar ring and easy recall, as shared in her 2021 memoir, Swati Snacks: A Culinary Journey of Hope and Joy, published by Yogi Impressions.
Stepping into the Spotlight: Asha’s Transformative Leadership
When Minakshi died suddenly in 1979 from a diabetes-related attack, 33-year-old Asha Jhaveri, a homemaker with no cooking or business experience, took over. “Neither of us knew anything about food or how to run a business, but there was no choice,” her brother Anand Zaveri told The Indian Express in July 2025. Supported by loyal cook Veeralal, who built her confidence, Asha focused on steady improvements rather than drastic changes.
She streamlined kitchen operations, expanded the menu with family-inspired dishes, and emphasized quality ingredients. A key innovation was introducing panki—a delicate rice pancake steamed in banana leaves—in the early 2000s. “Nobody knew what a panki was back then and I had to go to each table and explain to people, some of whom even wondered if they had to eat the banana leaf it came in!” Asha shared in her memoir. This dish, now a bestseller with variations like pudina and suva, sells about 600 plates daily, per reports in Times Now from 2024.
Asha’s hands-on style shone through daily ingredient inspections and staff training. Despite initial challenges like dealing with municipal authorities—”I had to deal with the BMC, the police and I completely hated it in the beginning,” she admitted to Condé Nast Traveller India—her passion grew. By the 1980s, Swati had moved to a larger space with its own kitchen to handle rising demand.
Menu Evolution: Tradition Meets Subtle Innovation
Under Asha, the one-page laminated menu balanced classics with gentle twists, appealing to families and food lovers alike. Popular items include sev puri, fada ni khichdi, and bajra paneer pizza—a nod to Gujarati roots with a contemporary edge.
| Signature Dish | Description | Daily Popularity Insight |
|---|---|---|
| Panki | Rice pancake steamed in banana leaf | ~600 plates served, introduced in 2000s |
| Sev Puri | Crispy puris topped with potatoes, sev, and chutneys | Favored by celebrities like M.F. Husain |
| Ragda Pattice | Spiced potato patties in chickpea curry | Core item since 1963 opening |
| Dahi Batata Puri | Yogurt-filled puris with spiced potatoes | Comfort classic for all ages |
*Source: Company insights from *The Better India* (2021) and Times Now (2024).*
Expansion and Accolades: Building a Lasting Brand
A pivotal moment came in 2000, when Asha collaborated with architect Rahul Mehrotra for a revamp. The minimalist design featured stainless-steel benches, an open kitchen, and signature bright yellow plates, blending efficiency with charm. This refreshed look helped Swati evolve without losing its homey feel.
Expansion followed organically. In 2003, a second outlet opened at Law Garden in Ahmedabad, where Asha trained 40 staff from Mumbai. A third joined at Ambli Road in 2019, managed by Anand and his son Shaan. Mumbai gained a 2,000-square-foot branch at Nariman Point, plus a Juhu cloud kitchen for deliveries. “There’s often an expectation that successful businesses must expand. But for us, this is a family business. Our goal is to keep it that way,” Shaan Zaveri told The Indian Express in 2025.
Swati’s appeal transcended locals, attracting celebrities like Mukesh Ambani, who wrote in Asha’s memoir: “We are three generations of the Ambani family who cannot live without eating a meal from Swati at least once a week.” Other fans included artist M.F. Husain for sev puri and musician Zakir Hussain for dahi batata puri, as noted in Curly Tales (2022). Michelin-starred chefs frequented it during Mumbai visits, and in 2021, it earned a spot in Asia’s 50 Best Restaurants’ “Essence of Asia” collection. Asha won multiple Times Food Awards for her recipes and spirit, according to Yogi Impressions.
Financially, the brand thrived pre-pandemic with a monthly turnover nearing Rs 4 crore across four outlets, as reported by The Better India in 2021. Recent data from Tracxn shows annual revenue at Rs 26.3 crore as of March 31, 2024, reflecting steady recovery and growth in the vegetarian quick-service segment.
Revenue Snapshot: Steady Post-Pandemic Climb
| Fiscal Year | Revenue (Rs Crore) | Key Note |
|---|---|---|
| Pre-2020 (Monthly Est.) | ~4 (annualized ~48) | Peak with four outlets |
| FY24 | 26.3 | Recovery amid expansions |
*Source: Tracxn (2025) and *The Better India* (2021). Note: Pre-pandemic figures are monthly estimates; annual data post-2020 shows qualitative resilience in a competitive market.*
A Timeless Impact: Why Swati Endures
Asha’s story matters as a blueprint for women in food entrepreneurship. In a male-dominated field, she and her mother proved grit and authenticity could sustain a legacy. Swati preserved Gujarati heritage—dishes evoking home-cooked meals—while adapting to modern tastes, creating jobs and fostering community in bustling cities. “There is a dish for everyone, from children to the elderly,” Asha said in a 2021 The Better India interview, underscoring its inclusive draw.
Her warmth extended to staff, treated like family, and customers, welcomed as old friends. Even amid health battles with cancer and heart issues, she remained hands-on until the end, as brother Anand shared in The Indian Express.
Forward with Family: A Legacy in Motion
Asha’s passing on June 15, 2025, prompted tributes from food critics like Rashmi Uday Singh, who wrote on Instagram: “Asha Jhaveri of the iconic Swati Snacks lives on in our hearts and in the dishes she created.” Yet, the brand presses on, family-owned and women-led. Grand-niece Niva, 26, who shadowed Asha for two years, prepares to lead, with new Ahmedabad outlets planned for GIFT City in late 2025 and another in 2026.
In Mumbai’s evolving dining landscape, Swati Snacks reminds us that true success simmers slowly—rooted in care, shared across generations, and savored one bite at a time.
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Last Updated on Tuesday, October 14, 2025 4:53 pm by Startup Magazine Team
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