It was in the heart of Taplejung that Palina Rai discovered her true connection with the mountains. The beautiful landscapes and different cultures intertwined with the warm hospitality of locals ignited something within her. As she lived in these hills for a long time, she got to know about the culinary treasures buried within. Inspired by the organic produce and health-conscious lifestyle of people in this area, she envisioned a platform that enabled people to taste these flavours while also promoting sustainability and healthy living. This vision gave birth to the Boju Store.
Palina, a survivor of domestic violence and a single mother, has faced different challenges in her entrepreneurial journey. In a society that often frowns upon single mothers, Palina initially encountered scepticism and doubt regarding her ability to thrive as an entrepreneur. However, she is not one to be defined by societal judgments. "Time makes you stronger," she shared confidently.
The determined entrepreneur’s love for her work and her journey towards self-discovery have not only made her stronger but have also brought her a deep sense of satisfaction. Today, she stands as a testament to the strength that arises from overcoming adversity.
Boju Store, an amalgamation of the words 'Bouddha' and 'Just,' reflects Palina's commitment to delivering quality products with a touch of cultural integrity. The store curates a wide range of food items prepared by using organic ingredients that showcase the unique gastronomic heritage of both eastern and western Nepal. The online platform serves as the gateway to the diverse and rich flavours of eastern and western Nepal. Specialising in culinary treasures like Kinema (fermented soybean), Yangben (wild edible lichen), Churpi (hardened cheese), and herbal teas from the eastern region, as well as Jumla Marshi rice, Jumla beans, and Surkhet Masyaura from the far west, Boju Store aims to redefine culinary experience with a blend of authenticity and healthy eating.
Embracing the theme 'Healthy Eating, Healthy Living’, Boju Store has also been supporting independent farmers from different parts of the country.
Boju Store's offerings are more than just products; they are a celebration of the diverse culture of Nepal, and a commitment to taste, affordability, and overall well-being of the consumers. With each purchase, consumers are not just getting authentic products, they are also supporting a movement that values the connection between local farmers, culture, and a healthier lifestyle.
Palina started Boju Store with a modest investment of just Rs 5,000. "I strategically reinvested the profits derived from the sale of organic products to expand our offerings by including homemade items such as pickles. To sustain and propel the business forward, I have also availed small personal loans," she added. Palina has been singlehandedly managing the operations of Boju Store. However, she acknowledges the invaluable support of professionals who have been contributing to various facets of her business including finance and website management. Additionally, Palina has been getting support from friends who lend their expertise in more technical aspects of the work.
To ensure the authenticity of its product segment, Boju Store collaborates with local representatives and partners who play a crucial role in sourcing genuine and traditional products. “In some instances, I directly engage with local farmers. I also collaborate with local representatives who help in curating the finest products from specific regions,” she added.
Kirant foods such as Kinema and Yangben hold a special place in Boju Store’s journey as these are some of the first products that Palina chose to promote due to their rarity and high quality. Being a Kiranti woman herself, she identified the distinctive nature of these food products as representative of the rich food culture of the Kiranti people.
The evolution of Boju Store's menu has been a dynamic journey. Initially centred around products from eastern Nepal, the menu expanded as Palina broadened her travels and network. This expansion led to the inclusion of products from western Nepal such as apricot cold press oil and high-altitude rice. Over the years, Boju Store also introduced a special line of organic herbal and flower tea varieties.
Palina encountered several hurdles in the initial days of the Boju Store. One of the initial hurdles was establishing a reliable supply line for products. Palina addressed this challenge by building strong relationships with farmers. She visited their farms, talked with them, and got a deep understanding of their processes. Likewise, gaining the trust and faith of customers was another obstacle that Palina faced. To overcome this, she took a hands-on approach by personally handling deliveries. This not only allowed her to receive direct feedback from customers but also contributed to building trust and rapport with the clientele. The lack of knowledge about business and finances presented another challenge for the young entrepreneur. She addressed this by engaging with mentors and learning from her experiences. This continuous learning process has contributed to her evolving knowledge of business operations. Moreover, the absence of proper marketing channels was a hurdle that Palina addressed through various means. By leveraging word of mouth, social media platforms, and other media channels, she became successful in increasing the brand visibility of Boju Store. These strategic initiatives have played an important role to propel Boju Store towards growth and success.
Boju Store saw a turning point of growth when clients’ trust turned into loyalty, and an increasing number of customers became regulars. Another breakthrough moment happened when Boju Store began collaborating with female detainees from the Panchthar and Ilam prisons. This one-of-a-kind collaboration enriched Palina Rai's work and provided a meaningful dimension to the Boju Store objective.
Boju Store follows an extensive strategy to ensure the quality and authenticity of items sourced from independent farmers. Palina personally observes the farming practices and meets with them in person. The product selection is based on collecting from rural places where fertiliser and chemical use is minimal. This hands-on approach ensures that the products available at Boju Store not only satisfy high-quality requirements but also maintain authenticity.
The online platform has made an important contribution to improving the livelihoods of farmers in eastern Nepal and beyond. Boju Store started collecting items from farmers, who lacked access to the market, at a reasonable price. Furthermore, the store has been instrumental in popularising uncommon organic products such as yangben, chimpfing, khanakpa, belkuti rice, and bungma potatoes, improving the market value of these traditional foods.
Boju Store's success is founded in the lessons and insights that Palina has gained during her journey. She had numerous failures due to a lack of business experience, but she saw them as learning opportunities. Her entrepreneurial approach has evolved to include continuous learning and incremental growth every day. Palina highlighted the necessity of perseverance, trusting the process, and never giving up as the mantra for her success.
